As a weird hobby, I spend quite a bit of time stalking real estate agent websites to gain a better understanding of how businesses are thinking ‘outside the box’ to attract new customers. There are a couple of themes that seem to be working well however it might be worth taking stock of why people would be visiting your website to start with. People aren’t seeking out your website for the reasons you might think. In this blog, I will offer my four tips on optimising your website to attract new customers.
Many agencies spend quite a bit of time optimising their property feed on their website however 95% of your site visitors don’t come to your site to see a list of properties for rent. These visitors come to build an opinion of you. Don’t get me wrong, it would be weird not to have these listings showing but that isn’t what is driving them to your website.
95% of your site visitors don’t come to your site to see a list of properties for rent.
As an investor looking for a potential property manager, I might first start by Googling property managers in my area. This will reveal your Google review page where I’m sure, you have spent a diligent amount of time drumming positive Google reviews from your existing customers. When potential landlord clicks on your website, they will be looking for more testimonials.
As an investor looking for a potential property manager, I might first start by Googling property managers in my area.
Tip #1: Ensure your website homepage is laced with written and video testimonials from your existing customers.
Once an investor has reached your website, they will start looking for content that makes you look like an expert in your area. This is where you can leverage two things; If your agency has strong key performance indicators such as low vacancy rates, low arrears or your landlords stay for a long period, this is where you should surface these statistics. Landlords want to see hard evidence that you are the property manager for them; The second is local market knowledge. Publish regular market updates about rental stock and availability and local vacancy rates. This will give a potential landlord confidence that you have your finger on the pulse.
They will start looking for content that makes you look like an expert in your area.
Tip #2: Fill your website with both local and unique statistics that make your business stand out from your competitors.
By now if you haven’t captured your investor's interest you have most likely lost them and they are now on a competitor's website looking for the information that they seek. If not, the next thing they will do is start to research how you advertise your properties. Investors want to know that you will go the extra step to ensure their property looks good online and stands out from other properties. Fun fact: While it is important to put up professional photos and marketing material to attract new renters, It is far more important that this same material attracts potential landlords.
Investors want to know that you will go the extra step to ensure their property looks good online and stands out from other properties.
Tip #3: Ensure your property marketing always has professional-quality photos and well-proofed marketing descriptions.
The last thing that will get you over the line with any potential investors is knowledge content. Don’t assume that investors know everything about property management. In fact, I would assume the opposite. Get to work generating a series of “How To” videos and articles on how to manage an investment property. Ideas such as “how to find the right renter”, “How to minimise vacancy days” or “how to ensure you achieve above market value for your investment property”. These are all things that will betray you to any potential landlord, that you have your finger on the pulse.
Don’t assume that investors know everything about property management.
Tip #4: Fill your website with “How To” videos and articles to educate your investors on managing an investment property.
Your website is not just a pretty place to advertise properties for rent. A large majority of the visitors to your site may well be potential new customers. They will be looking for specific content that entices them to do business with you. Consider this when reviewing your website.
Your website is not just a pretty place to advertise properties for rent.