Imagine that your prospective residents are searching for a rental property online. They'll type in terms like "houses for rent" or possibly even "property management companies near me."
The websites that appear at the top of the search results are the ones that search engines such as Google consider most relevant and useful. That's the power of SEO, or Search Engine Optimization.
This is a bit like having a big, brightly lit sign outside your office. The better optimized your property management website is, the higher it ranks in search results, increasing the chances of potential residents finding you online, which in turn increases leads, inquiries, and ultimately revenue.
A well-executed SEO strategy can also help you save costs in other property management marketing areas, as well as boosting your brand's credibility (ranking well in Google search results helps instill trust in potential residents).
Now, if you talk to an SEO consultant, odds are good that they'll present a laundry list of recommendations that include references to such terms as "long-tail keywords," "SERPS," "meta descriptions," and “alt tags,” which may not mean much to you.
The good news is that you really don't need a lot of technical expertise to significantly improve your online visibility, rank well in search engine results pages, and attract more potential residents.
In fact, a bit of focused marketing effort is generally all it takes to boost your website ranking, and possibly end up on the first page of organic search results, depending on the competitiveness of your local market
In this article, we'll guide you through some tactical tips and SEO strategies you can use to successfully build your SEO ranking step by step. From optimizing landing pages to fixing technical site issues, you'll leave with concrete takeaways you can start implementing on your website to gain more search traffic.
1. Winning local search: create a Google Business page
Setting up a location-specific business profile on Google is free, and boosts your chances of appearing in local searches for property management services. Think of this “local SEO” as a digital storefront that helps potential leads easily find accurate and useful information about your property management business.
Here's how to optimize your Google Business page for local search:
- Claim and verify your business listing: Start by claiming your business profile: Search for your company on Google Maps. If it already exists, claim it. If not, create a new listing. Google might send a postcard, phone call, or email with a code to verify that you own the business.
- Complete your profile in detail: Fill in key information for your business so that your profile is fully fleshed out and searches can quickly find the information they need.
- Company name: Use only your official business name, with no additional keywords.
- Address and phone number: These must match how they appear on your website and across other online listings.
- Category: Choose the most accurate primary category, like "Property Management Company." You can add additional categories if they are relevant.
- Hours of operation: Keep these updated, including special hours or holiday closures.
- Website and photos: Add your website link and high-quality photos of your properties, office, and team. - Complete your "From the Business" description: Briefly explain what your company does, the areas you serve, and what makes you unique. Include keywords related to property management and your location, like "[City name] property management" or "rental properties in [neighborhood]".
- Encourage and respond to reviews: Positive online reviews with keywords boost your ranking. Ask satisfied residents to leave reviews. It's best to address both positive and negative reviews professionally and promptly, as this demonstrates your commitment to customer service.
- Share updates: Promote new listings, community events, special offers, or company news in Google Posts. Include links to your website or booking forms to increase leads and website traffic. Remember that regularly updating your business profile indicates that your business is active, boosting search rankings.
2. Property management SEO: use a blog to find your audience
A blog is a bit like having a knowledgeable property manager available 24/7 to answer questions and guide potential applicants. This kind of website content is also an ideal way to promote your company's brand.
From an SEO perspective, a blog helps attract more search traffic, since each blog post will focus on relevant keywords and specific phrases that potential clients might be searching for, like "tips for first-time renters in [your city]" or "how to prepare your apartment for a move-out inspection."
Start by identifying some topics or keywords that your target audience might be looking for, and then write blog posts that match those topics. Authentic, accurate content is best. Don't try to "stuff" keywords into your posts, and make sure that each post has a clear focus instead of covering multiple topics in one article.
A blog gives you a platform to regularly add fresh, relevant content (Google loves frequent new content), and establishes you as an authority on issues that are of concern to your target audience, such as maintenance tips, tenant laws, the local rental market, and more.
Blog posts also allow you to naturally link to other relevant pages on your website, improving navigation and helping users find what they need.
Technical requirements for property management blog posts
When you create blog posts, it's important to include some key elements that help Google better understand your content.
- Title tag: A title tag is the way that the title of your article will appear in search results. It's important to include your keyword in the title tag so that users and search engines alike understand what the article is really about.
- Meta description: This is the short preview of a webpage that appears in Google search results. You should include your keyword here, too, to help it rank higher.
- Images with alt-text: Each post should contain at least one or two images that are relevant to the content of the post. On top of that, you should set the "alt-text" for each image, which is a short description that helps search engines understand what's in the image. As a side benefit, this helps blind users who use screen readers to better understand what images show.
- Tables: While not required on every post, tables are very useful when you're comparing multiple things or organizing data. Search engines, and especially large language models like ChatGPT, love tables because they're easy to understand.
All of these are key ranking factors, so make sure you're including them whenever you can.
3. Drive resident conversions with above-the-fold CTAs
Any time you direct prospects to a key page on your website, the "above-the-fold" area is like the prime display area - it's what visitors see the moment they land on your site, without needing to scroll down.
A CTA (call to action) is your eye-catching sales pitch. These days, it's usually a button that says "Schedule a viewing!" or "Get a demo!"
Search engines like Google love websites that provide a good user experience. A prominent CTA makes it easy for visitors to take the next step, and shows search engines they found what they were looking for.
Plus, when someone who’s interested in your services can easily find ways to contact you or learn more, you're more likely to turn them from a casual browser into a potential resident. Search engines notice that, too.
4. Make your property management site user-friendly
Page speed is a critical factor in how Google and other search engines rank your site. A website that’s afflicted by pages with slow loading times will be punished in rankings because it takes longer for users to navigate and longer for Google's indexing robots to read.
Loading speed is a key element of user experience. If your website is slow, confusing, or difficult to use, visitors are more likely to quickly leave, which is called "bouncing." A high bounce rate tells the Google algorithm that your site might not be useful or relevant, harming your rankings.
The longer people stay on your site, clicking around and checking out different listings, the better signal it sends to Google that your site is providing value.
5. Use your network to build backlinks naturally
Backlinks are links from other websites pointing back to your own website.
High-quality backlinks from relevant websites within your network tell search engines that you're a trusted and authoritative source of information in your industry. This kind of “link building” can boost your search engine rankings and help more potential leads easily find your property management services online. Note that low-quality backlinks can hurt your reputation, so it’s worth keeping tabs on the sites that are linking back to yours.
There are a few different ways to use your network to build natural backlinks.
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If you sponsor a community event or partner with a local business, see if they'd link to your website on their event page or partner section.
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Offer to write a helpful article for a local real estate blog or community website in exchange for a link back to your website.
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If you're a member of an industry association or listed on reputable directories, make sure those websites link back to yours.
Backlinks from relevant websites are one of the metrics that tell search engines you're a trusted and authoritative source of information in your industry, and help boost your search engine results.
6. Social media for property managers: share your best content
Social media is a key part of any modern digital marketing strategy. After all, any time someone likes, shares, or comments on your social posts, it helps spread the word about your company.
Sharing interesting articles, local news, or industry updates helps boost your online presence and build your reputation as an engaged and knowledgeable property management company.
Social media won't directly boost your search rankings overnight, but it's a great way to build your reputation as a helpful resource and increase interest in your services, which helps your SEO efforts in the long run.
7. How to incentivize customer reviews on your business profile
Search engines like Google value websites with lots of positive, recent reviews. It shows your business is active, trustworthy, and provides a good experience. Essentially, they're online testimonials that tell Google your business deserves a top spot in search results.
And the more good reviews your company has, the more likely you are to show up higher in search results for things like "property management near me."
Plus, there is such a thing as actual star power: A high star rating next to your business name in search results acts like a magnet, attracting more searchers, clicks, and potential customers to your website.
To incentivize reviews, you can simply make a polite request after a successful move-in or a resolved issue. You can also offer small discounts for future services (so long as this complies with applicable business regulations).
If you're looking to get more eyes on your business, from both residents and investors, consider adding a Resident Experience Platform to your offerings. From on-demand pest control that protects your investors' assets to Group Rate Internet that helps lease properties up to five days faster, a benefits package can help your business stand out.
FAQ
What property management SEO keywords should I target first?
Start with local search terms that combine your service with your city or region, like "property management in [city name]" or "[city] rental management services". These long tail keywords have less competition than broad terms and attract searchers who are ready to hire. Once you rank for local terms, expand to service-specific keywords like "tenant screening services" or "HOA management" that match what your business actually offers.
How long does it take to see results from property management SEO?
Local SEO through Google Business Profile optimization can show results in 4-8 weeks, especially for "near me" searches. Content marketing and link building typically take 3-6 months before you see meaningful ranking improvements. The timeline depends on how competitive your market is and how much existing authority your website has. Property managers in smaller markets often see faster results than those in major metropolitan areas where competition is fierce.
Do I need to hire an SEO agency or can I do property management SEO myself?
You can absolutely handle foundational SEO yourself, especially the tactics covered in this guide like claiming your Google Business Profile, publishing blog content, and requesting reviews. These don't require technical expertise. However, if you're competing in a saturated market or want faster results, an agency can handle the technical work like site speed optimization, advanced link building strategies, and ongoing keyword research while you focus on running your business.
What's the difference between ranking factors Google cares about versus what tenants care about?
Google's ranking factors include technical elements like site speed, mobile optimization, backlinks, and content freshness. Residents care about fast-loading pages with clear contact information, high-quality property photos, transparent pricing, and easy navigation to listings. The good news is these overlap significantly. When you optimize for user experience by fixing site speed and creating helpful content, you're simultaneously improving your search rankings.
Are meta descriptions and title tags really that important for property management websites?
Yes, but not for rankings directly. Google confirmed meta descriptions don't impact where you rank, but they dramatically affect whether searchers click your result. A compelling meta description that mentions your city and specific services can double your click-through rate compared to a generic one. Title tags do influence rankings and should include your primary keyword plus location. Think of meta descriptions as your sales pitch in search results and title tags as your ranking signal to Google
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May 14, 2024