That’s a mistake, much like viewing only the scoring and rebounding averages of a basketball player, when several other metrics such as shooting percentage, assists, steals, blocked shots and player efficiency rating provide a deeper analysis of the athlete’s acumen.
While the quantity of leads and leases are clearly important metrics, marketing teams should also be peering closely at conversion rates, volume of impressions on various channels and prospect data, such as location, demographics and psychographic of those potentially considering the property.
Here are a few deeper metrics that can provide a clearer picture of how effectively your marketing efforts are working and lead to more informed choices with your channels: continue
Previously, marketing teams dedicated vast resources to achieve organic rankings on the first page of Google. But widespread recent data has provided firm proof that organic rankings are no longer the only major player on Google. In fact, 63 percent of Google clicks are happening away from organic (blue link) listings.
That’s because Google My Business – which includes Google Maps, Knowledge Panel, Google Apps and Mobile Search – is now driving a significant amount of website traffic and producing high-quality conversions. Recently, Google has changed its algorithm to give its users unique results based on their search history, enhancing the clout of these free listings.
That means marketing teams that are solely focused on generating website traffic through organic listings are missing out on a substantial slice of online activity. With Google’s shift to more localized results, it’s plausible that Internet Listing Services will eventually become obsolete because Google My Business experiences will provide a prospect with a more robust experience.
With that in mind, here are a few ways marketing teams can bolster the presence of their communities on Google My Business: continue
With various options in a hyper-competitive market, prospective renters have become more selective than ever when deciding on a home. In fact, the average renter peruses at least five lead sources when searching for their next home.
Those lead-source sites can vary from a community website, Internet Listing Service, social media, review sites and several others. Essentially, the renter is genuinely on a journey when selecting a home.
Marketing teams that can track that unique journey glean a competitive advantage by utilizing the data to attract more prospects. The problem is, many teams credit a conversion to the first or last site visited by the prospect. When a prospect peruses several lead sources, the first or last touch point is only part of the story. continue
In a recent audit, we noticed that our ProspectPortal clients are quite attached to their website templates. Most of you are happily using design themes created before 2016. And while we’re gratified that these websites are working so comfortably for you, we think it’s time to shake things up.
Why disrupt something that seems to be working just fine? Because your website could be doing even more! Premium templates utilizing Entrata’s Multi-Contact button are engaging visitors better. On average, visitors using it view 107 percent more pages and spend 261 percent more time on those sites.
So take a quick look at your ProspectPortal websites. Make sure your design theme is designated “Premium.” It doesn’t cost extra, it’s just extra functional. And if you haven’t already, activate the multi-contact button. That’s it, you’re done!
If you’re using one of our classic templates, don’t worry. Upgrading is a cinch and can be done in as little as a day. Contact your CSM if you’d like a hand.
Measuring the success of marketing strategies is essential to making informed choices. This data can provide a perspective that allows you to go beyond reacting to each twist and turn of the market. In fact, once you’ve got a solid grasp of key metrics, you’ll notice that you can identify and anticipate trends more quickly, actually speeding up your response times when a change in marketing strategy is warranted.
But time and resources are limited. Marketers face huge challenges just finding the bandwidth to track and monitor all the relevant data, to say nothing of making the appropriate course corrections in a timely manner. When you’re stretched thin, it’s more important than ever to prioritize and focus on the metrics that have the most impact. continue
Apartment communities spend a lot of time and energy providing a positive living experience for residents and developing a strong curb appeal at their properties. And while focusing on these areas is an important aspect of successfully managing a property, it unfortunately means that attention to digital curb appeal often takes a backseat.
Ensuring that a visit to your website offers the same brand experience as a visit to your community is a step in the right direction, but it’s only half the battle. In addition to looking nice, your property website needs to function. This means that your property website not only does everything your residents want it to do, but that it’s set up to make life easier for you by connecting workflows and positively impacting your bottom line. continue
The digital marketing strategy for some apartment operators begins and ends with the ILS. But that really shouldn’t even qualify as a strategy considering everyone uses an ILS to some degree – and it leaves a lot on the table.
Sure, ILS listings are effective for attracting some of the traffic at the top of the funnel when prospects first begin their apartment search. But ILSs aren’t very helpful later in the search process when you’re competing with other communities in your neighborhood to close a lease. continue
As the season turns from winter to spring, you may find yourself with an irresistible urge to throw open a window or declare war on dust-bunnies. May we suggest a little spring cleaning on your property websites as well?
Whether you’re refreshing the colors of your property homepage, updating your calls to action, or swapping out seasonal photography, adding a breath of fresh air to your web presence is simpler than you think. Especially if you’re using Entrata’s ProspectPortal. With our easy-to-navigate content management system, you’ve got all the tools you need for a DIY refresh that will work wonders for your digital curb appeal. continue
Entrata now allows your properties to enable SMS messaging through your ProspectPortal website by showing prospective residents a “Text Us” option when they click the multi contact button. A prospect who prefers to communicate via text can use the prompt to initiate a message to the property. Then, any agent who has marked themselves as available is able to see and respond to incoming texts right in the Entrata dashboard. continue
In a session at the recent NMHC OpTech Conference, panelists ruled on the debate over whether or not to add smart home technology to apartments: It’s not a matter of if, but when. What a smart apartment actually looks or sounds, however, is still very much in question. continue