Owning a rental property can be a wise and rewarding investment for those who know how to make the most of their rental income. However, maximizing your rental income can sometimes be a challenge for Las Vegas and Henderson rental property owners and landlords. With so much competition within the market, making yourself stand out from the crowd is easier said than done. This is where the importance of digital marketing comes into play for Henderson and Las Vegas property management.
What Is Digital Marketing?
To put it simply, digital marketing is utilizing online marketing strategies and tactics to enhance your brand or promote your products and services. In the case of property management, it is creating more online exposure for your property and vacancies, and connecting more directly with those looking to rent in your area. Successful forms of digital marketing include (but are not limited to):
- Search Engine Optimization (SEO)
- Pay-Per-Click (PPC) and Paid Advertising
- Email Marketing
- Social Media Marketing
As a Las Vegas or Henderson landlord, one of the main priorities of your business should be to advertise your vacancies and fill them as quickly as possible with qualified tenants. Digital marketing provides the ability to focus those efforts precisely and allows you to target your ideal audience in a meaningful way.
SEO and Property Management
Search engine optimization, or SEO, is a digital marketing strategy that improves your website’s (and by extension rental property listings) overall visibility, organic traffic, and organic rankings in search engine results pages (SERPs) for specific industry relevant keywords. In other words, your website is more likely to show up on search engine result pages when people are searching for vacancies or rental properties in your area when this strategy is applied. SEO is one of the most complex digital marketing practices for businesses, but also the most important for long term success.
Getting your website to organically outrank other competing businesses and rental properties in the area involves several aspects, including website user experience scores, properly optimized onsite/onpage content and correct use/placement of industry relevant keywords, garnering of valuable dofollow relevant backlinks, full optimization of your website’s meta data and site structure, and adhering to search engine guidelines. Search engines, such as Google, use complex algorithms that are constantly changing to evaluate websites and whether or not they provide value to the user. If your property management company can outrank the competition, you will have the opportunity to reach more potential tenants and maximize your rental income.
Paid Advertising and Property Management
Unlike SEO which achieves online traffic organically, paid online advertising, or Search Engine Marketing (SEM), drives traffic to your website by utilizing paid ad campaigns known as pay-per-click (PPC) campaigns and other online paid marketing avenues. When users search for specific keywords or visit certain websites, targeted ads within these PPC campaigns will appear within their search engine result pages. Because these advertisements are highly targeted, they can increase your website’s (and by extension rental listing) visibility tremendously while driving more qualified tenants to your website/rental listings.
Paid advertising requires purchasing ad spots, which then attracts internet users to click on your ad. Because of this, paid ads should be carefully designed and optimized by an experienced professional to reach the correct audience while maximizing ad spend return in order to receive the proper impressions, clicks, and conversions. You also have the ability to share any leasing deals or rental discounts you might have that could give you a leg up from the competition. Well designed and optimized ads will be displayed to people actively searching for rental properties within the targeted area through the utilization of both pre-targeting and retargeting metrics, so your likelihood of converting is significantly higher than if the ads were served to just anybody.
Email Marketing and Property Management
Email marketing is a type of digital marketing that sends targeted email messages, updates, deals and follow-ups to existing or potential customers. It is an excellent tool for businesses with specific products or services. For property management, this is generally not a widely used digital marketing strategy, but it could prove to be useful if you have multiple rental properties, a large client database, or are simply trying to push your brand in order to increase brand recognition.
One way landlords and rental property owners can utilize email marketing is to send out a regular newsletter to existing tenants or people who have signed up for email updates. You can share valuable property information, articles related to the season, information on community events, vacancy announcements to people interested in renting at your property and much more. If you want to offer a referral program to your tenants, this is a good way to communicate that news and potentially fill vacancies quickly.
Social Media Marketing and Property Management
Social media offers an easy and effective way to connect and engage with customers. It also is the perfect platform to share valuable content and updates in a creative way that builds your brand’s voice and online presence. For property management, social media could be a useful tool in many ways.
If you are looking to share images of your featured rental properties and pictures of staged units for rent, having a Facebook or Instagram account gives you a place to do just that. It is important to keep in mind that many people use social media to leave reviews or share their own experiences, so you have a much more interactive place to engage potential tenants.
Property Management and Implementing Digital Marketing Strategies
If this all sounds like a lot to do on top of your daily landlord duties, that’s because it is. Using digital marketing in a way that makes a significant impact on your business takes a lot of time, consistency, patience, and expertise to do it the right way. However, when these strategies are applied properly, it will give you a competitive edge in the Las Vegas and Henderson rental markets. If you are ready to take your rental business to the next level, it is time to consider hiring a professional Henderson and Las Vegas property management company that has experience with digital marketing.
Although there are several questions to ask when hiring a property management company, you should add digital marketing to your list. In particular, does the property manager have experience with SEO and paid advertising? These are the two prominent digital marketing strategies/tactics that could have a major impact on your rental income and your ability to attract the highest quality of tenants over the competition. They are also the most technical of the strategies that generally involve an expert hand to implement.
Black & Cherry Property Management offers full-service, tech-savvy property management services to assist landlords and property owners in order to help streamline their business and maximize rental income. One of these services is properly advertising your rental properties by utilizing digital marketing tactics, including SEO and paid advertising. The Black & Cherry property management team also handles tenant communication, tenant screening, property maintenance, rent collection, accounting and much more. To learn more about what we offer and how we can help you with your digital marketing efforts, contact our property management team today.
