Successful Property Management Blogs
So your looking to build more traffic to your property management website and you want to show your knowledge in property management industry. The best way to do this is through property management blogging in my opinion.
Let me tell you a little story
I recently started to work with a couple of clients who are doing a really great job in putting out some good property management blogs. The topics are relevant for landlords and the blog titles get decent monthly searches so as a result they are starting to build new traffic to the site. Great they thought…
Fast forward three months
So lets now fast forward a few months.. The property management blogs have attracted over 1400 unique visitors to the sites in three months and from looking at the Google Analytics everything looks great. However none of the blog visitors have converted from being a visitor to being a customer.
Now I know it takes time to build your audience and trust within a blog before you have conversions i.e a website visitor turning into a customer. But that’s not the problem here the problem is the blog titles and content. You see there is two types of blog posts, one designed to get lots of traffic which is not targeted and then there is the targeted blog posts which deliver qualified traffic.
Two types of blogs in my opinion
High volume blog titles which are designed to land you lots of traffic.
While it sounds like a great idea searching Google keyword planner for long tail keywords with high monthly volume its normally not going to put leads in your inbox. Some property management companies and letting agents make mistakes in writing property management blogs with titles such as “Renting yields”
While it gets a high volume of 1400 monthly searches what’s the likelihood of these visitors being in your market, and what I mean by that is having a rental property in your market. It is fine for a nationwide agency, service provider or software company as they are not looking for a client in a particular area.
Image credit VCU UNS
Targeted Blog titles which send you qualified visitors
Now I know writing blogs can be time consuming and once written you want to see lots of traffic but ask yourself a simple question “are you writing a blog for your ego or for your pocket”?
And if your reading this blog post your most likely looking to write a blog post for your pocket.
So lets say I am a Letting agency in London by looking at a blog title such as “Renting yields” and localising it to my location “Renting yields in london” I can then write a blog post which increases the chance of being read by my target market which is a property investor or landlord looking at rental yields in London.
It only gets 50 searches a month which is just over 3% of the first blog title but these are targeted blog titles for the property management industry in a particular location which should result in leads.
We all suffer from writers block and creativity problems but once you convert your first customer through a blog it becomes all worth it.
Image credit Nina Matthews
Writing content to convert traffic
So once you have started to write specific content in your property management blogs which will land you qualified traffic your next step is to convert them. The best way to convert your traffic is to use easy CTA’s (Call to actions) within each page of your website. If you dont have these you should look at our property management website design which now includes a blog.
Trust me I know what I am saying as I had to start writing before I started to see the real benefits / customers. If you are looking at other ways of increasing your inbound traffic to your website check out this post on property management marketing.