Congratulations! You’ve got prospects. Your hard work and marketing strategies have generated interest in your community, and you’re getting phone calls and emails and prospective renters wanting to know more. Mission accomplished?
Not quite. It’s a sensitive, make-or-break time in the relationship between a community and a prospective renter. How your team acts at this juncture not only influences which leads convert, it sets the bar for your relationship with your renters for the entire duration of their lease. 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.
When you put it all together, Entrata’s platform lets you create the business processes and workflows that work best for your company. Companies that add Entrata Core are creating unprecedented efficiencies. Did someone say synergy?
We compared communities that are full-platform on Entrata against those using Entrata integrations with other property management software providers, and the results are telling. When Entrata Core is in the picture, properties experience higher traffic to websites, higher average occupancy rates, and much more streamlined leasing workflows. Core clients report more engaged employee teams and work closely with Entrata to tackle business challenges as partners. continue
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
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
Smart home technology is no exception.
Smart thermostats, smart smoke detectors, smart locks, leak detection systems and many others often come with their own software that gives residents the ability to control the devices from their smartphones. But being required to log in to several disparate apps and web portals to control different smart devices is not only inefficient for the resident, it is an inefficiency that apartment owner/operators managing hundreds of homes can’t afford.
“I believe in an open and scalable ecosystem,” said Tommy Deserti, head of RNC and OEM for Nest. “Regardless of the brands you love, if you want longevity, an open ecosystem always wins. When you think about open and scalable, there are going to be software updates. If you’re buying into a software heavy innovation you’re going to be good.” continue