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AppFolio Presents Website Best Practices

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Best Practices for Property Managers - how to build an effective website that gets you more clients. Tips on how to get started with search engine marketing so more clients find your property …

Best Practices for Property Managers - how to build an effective website that gets you more clients. Tips on how to get started with search engine marketing so more clients find your property management business.

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  • Part 1 – First you need to build an effective website – basically the destination.
  • Let’s start with 3 fundamentals that people often forget
  • Let’s start with 3 fundamentals that people often forget
  • Let’s start with 3 fundamentals that people often forget
  • Let’s start with 3 fundamentals that people often forget
  • Forget about what you care about, start with your customers and what they want from you Remember this throughout all aspects of your marketing – what is in it for your customer
  • Let’s start with 3 fundamentals that people often forget
  • But remember they all see the same site….
  • Go to the live site and click around
  • Go to the live site and click around
  • Let’s start with 3 fundamentals that people often forget
  • How many of you LIKE to hear from owners? Tenants? What if you welcomed a call from an owner or a tenant because it would make you more money? Build from your website and foundation – your customers (owners + Tenants) want to keep hearing from you so tell them something interesting….!
  • How many of you LIKE to hear from owners? Tenants? What if you welcomed a call from an owner or a tenant because it would make you more money? Build from your website and foundation – your customers (owners + Tenants) want to keep hearing from you so tell them something interesting….!
  • Part 1 – First you need to build an effective website – basically the destination.
  • Transcript

    • 1. Best Practices to Build an Effective Website Aimee Miller, VP Marketing AppFolio www.AppFolio.com
    • 2. It is a Great Time to be a Property Manager
      • Great opportunity to acquire more properties and grow your portfolio, but…
        • … it’s hard to do without growing your staff
      Confidential ©2008 Q: Are you expecting to add properties to your portfolio in the next 12 months?
    • 3. Today’s Focus: Build the Right Foundation So you can use the Internet to Expand your Reach
        • 1. Highlights from recent survey of Property Managers
          • How they value and use the Internet for marketing
        • 2. Internet marketing makes you more money
          • Best Practices to make your website more effective
        • 3. Build it and they will come? Not really…
          • How to get started so that your website / business will be found
      Confidential ©2008
    • 4. Business is Growing Confidential ©2008 Q: How is the economy affecting your business?
    • 5. Are Rent Reductions Enough?
        • Simple answer…no.
      Confidential ©2008 Q: Describe your approach to using the Internet for marketing.
    • 6. 72% Property Managers Rely on the Internet for Marketing Q: How important is a professionally designed website for acquiring more tenants ? Confidential ©2008 Your website really does matter. When was the last time you spent time to update it? Q: How important is a professionally designed website for acquiring more owners ?
    • 7. Polling Question #1
        • How do you feel about your website?
      •  
      Confidential ©2008
    • 8. Building the Right Foundation starts with your customers Owners Confidential ©2008 Tenants
    • 9. Build the Right Foundation
        • Design for your customers
        • Simpler is always better
        • Don’t stop at your website- keep on marketing
      •  
      Confidential ©2008
    • 10. A Few Things About Websites
        • People are impatient
          • Want to find the information quickly
          • Scan the page looking for clues
        • Website must be useful and usable
          • Your customers need to first find the useful information
        • Design for the Brain's strengths: High speed problem solving
          • Clear headings and labels
          • Clear hyperlinks
          • Clearly differentiating form controls, such as buttons and input fields
          • Highlighting key words or phrases in text
      Confidential ©2008
    • 11. Best Practice #1: Design and write for your customers
      • Structure of Site – Speak to each customer individually.
        • Simple navigation: Section for owners and tenants
        • Know what they care about and write about it
        • Every element in your site has a purpose
      Confidential ©2008 OWNERS TENANTS
    • 12. Best Practice #1: Design and write for your customers (contd)
      • OWNERS…
        • Trust you with their investments  Include testimonials, Associations
        • Want regular updates  You deliver consistent, clear communications
        • Want units filled  Show how you aggressively market properties
      • TENANTS…
        • Want to quickly find properties  Make the postings easy to find
        • Want to easily contact you  Put it on the Home Page
        • Want You to be easy to work with  Include testimonials
      Confidential ©2008 Tip: Be specific on geographic regions served and specialties: "We specialize in renting single family homes in Northwest Portland”
    • 13. Best Practice #2: Less is More – 2 Things to Keep it Simple
      • Bold Logos + Few Choices
        • Simple navigation – offer only a few choices
        • Brand your company with your logo
      • Simple Text + Cohesive Color Scheme
        • Get to the point in as few words as possible
        • Use a simple color scheme consistently that will make a lasting impression ( www.colourlovers.com )
      Confidential ©2008
    • 14. Best Practice #2: What does it look like in action? Confidential ©2008
    • 15. Best Practice #2: What does it look like in action? Confidential ©2008 Logo and branding is clear Clear Offerings: speaks to both owners and tenants Simple navigation Starting point to find vacancies easily Client testimonial and affiliations to build trust Phone number clearly displayed Contact information is accessible
    • 16. Polling Question #2
        • Do you continue to market to your owners?
      •  
      Confidential ©2008
    • 17. Best Practice #3: Continue Your Marketing – Be Useful and Informative
      • Marketing To Owners
        • Market Trends – Rental Rates, Sales Trends
        • Examples of how aggressively you’re marketing properties
        • Update on new technology you’re using to save money, get more efficient, etc
        • How you’re providing outstanding service retain tenants
      Confidential ©2008
    • 18. Best Practice #3: Continue Your Marketing – Be Useful and Informative
      • Continue Marketing To Tenants
          • Offer coupons:
            • Bulk rates for house cleaning services
            • Bulk rates for landscaping services
            • Local restaurant offers with coupons – charge the restaurants to advertise
          • Create a map with suggested hikes / walks in the area
          • Remind them of upcoming events
      Confidential ©2008
    • 19. Now You Have a Great Website!
      • Kick Back and Relax….Right?
      • Sadly No.
      Confidential ©2008
    • 20. You Need To Help Your Website Get Found
      • 1 – Local Search
      • 2 – Get Your Feet Wet with Search Engine Optimization (SEO)
      • 3 – Start Listening….
      • 4 – Network Online (Another webinar!)
      Confidential ©2008
    • 21. Start with Local Search Confidential ©2008
      • 1) List on Google Local
        • Great way to get your business to show up on Google searches
          • ( http://www.google.com/local/add/businessCenter )
      • 2) List on Windows Live Search Local
        • Local listings, categorized by business type ( maps.live.com/localsearch )
      • 3) Yahoo Local
        • Business listings & community review site ( local.yahoo.com )
      • 4) Yellowpages.com (Free?)
        • Great brand recognition ( YellowPages.com )
      • 5) Craigslist
        • Promote your services when you post your vacancies ( Craigslist.com )
    • 22. Do a Little Bit of SEO – Get Your Feet Wet
      • 1) Define Search Words Your Audience Uses
          • What will Owners look for?  
            • ” Portland Property Management”
            • “ Lake Oswego Property Management”
          • What will Tenants look for?
            • “ Portland houses for rent”
            • “ Beaverton rentals”
            • “ School District XYZ + rentals”
      • 2) Make sure Your Website Uses Keywords
          • Focus: Use only 1 or 2 keyword groups per page and write naturally –Rental Property Marketing
          • Best Places: Headers, meta description, page title, url, etc.
      Confidential ©2008
    • 23. Start Listening ! Confidential ©2008
      • Who is talking about you, your competition, what’s happening in your neighborhood?
      • Your Company
      • Your staff names
      • Local Realtors
      • Local competition
      • Neighborhood/town
      • Local events
      • Local retailers
      Start here:
    • 24. How Do You Listen?
        • Set up Google Alerts - www.google.com/alerts
          • Your Company Name
          • Competitor Names
        • Pay Attention to Online Reviews
          • Yelp.com
          • Yahoo Local
          • InsiderPages.com
          • MerchantCircle.com
        • Listen on Twitter
          • TweetDeck – Set up multiple searches
          • Twilert – Set up searches to come to your email
      •  
      Confidential ©2008
    • 25. We Covered: Build the Right Foundation So you can use the Internet to Expand your Reach
        • 1. Highlights from recent survey of Property Managers
          • How they value and use the Internet for marketing
        • 2. Internet marketing makes you more money
          • Best Practices to make your website more effective
        • 3. Build it and they will come? Not really…
          • How to get started so that your website / business will be found
      Confidential ©2008
    • 26. ADDITIONAL RESOURCES Confidential ©2008
      • Get Started with Local Search: http://www.propertymanager.com/2009/07/use-local-search-to-increase-traffic-to-your-property-management-website/
      • www.GetListed.Org - Another Resource for Local Search Listing
      • Ideas on How Property Managers Can Prosper in Today’s Economy, by Jennifer Newton - http://www.propertymanager.com/2009/08/2-ideas-property-managers-prosper-todays-economy/
      • Interview with Nick Scarabosio – Some Marketing Ideas: www.PropertyManager.com

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