by threshold | Sep 10, 2024 | General, Marketing, Thought Leadership
Amanda Spicer
Digital CSM
The real estate industry has always been very dynamic, but recently, it has undergone significant shifts that have impacted renters. As the housing market continues to evolve, renters find themselves navigating a difficult environment influenced by economic conditions, changing demand, and new trends.
Let’s take a closer look at the current state of the real estate industry for renters, including some challenges they face and opportunities that are coming.
rising rental costs.
One of the most pressing issues for renters today is the continuous rise in rental costs. Across urban and suburban areas, rental prices have skyrocketed, making it increasingly difficult for many to afford housing. An analysis of Zillow and StreetEasy’s rental data shows that rent prices across the US are increasing at a faster pace than wages, especially in major cities like New York. This mismatch between rising rents and stagnant wages means a larger portion of people’s income is going towards housing, making affordability more difficult and unrealistic. Several factors contribute to this trend, including:
- High Demand & Low Supply: The demand for rental properties has outgrown the supply, particularly in high-demand areas like major cities and hubs. This imbalance is contributing to higher costs, leaving renters with very few affordable options.
- Inflation & Economic Pressures: As inflation affects the entire economy, owners are often compelled to raise rents to cover their costs for property maintenance, taxes, and utilities.
- Post-Pandemic Market Adjustments: The COVID-19 pandemic led to fluctuations in the rental market, with some areas experiencing temporary rent drops. However, as the market has rebounded, rents have significantly increased.
For renters, these rising costs mean that budgeting for housing requires careful planning and may require exploring alternative living options. We have seen an influx in sharing spaces, tiny living, or relocating to less expensive areas.
the shift toward suburban and rural rentals.
The pandemic has accelerated a trend toward suburban and rural living. With the rise of remote-first work, many renters are no longer tied to urban areas and are seeing more space and affordability in suburban or rural areas. This shift has resulted in:
- Increased Demand in Suburban + Urban Areas: Suburban and rural areas have seen a surge in demand for rental properties. This increase is now driving up rents in these areas.
- Changing Rental Market Dynamics: Owners in traditionally less competitive markets are finding themselves in a stronger position, able to demand higher rents and offer fewer concessions.
For renters, this trend opens up opportunities to find more spacious and affordable housing, but it also requires adjusting to different lifestyles and potentially longer commutes for in-person work.
the rise of build-to-rent communities.
A huge development in the real estate industry is the rise of build-to-rent (BTR) communities. There are residential developments specifically designed for renting rather than selling. BTR properties offer a wide range of amenities and are often managed by professional property management companies, providing a higher level of service than traditional private rentals.
Some benefits include:
- Modern Amenities & Services: BTR communities often come with features like gyms, pools, coworking spaces (perfect for remote work), and community events, perfect for a high-end lifestyle. And, regularly exceeding the offerings of a traditional apartment complex.
- Flexibility & Stability: Renters in BTR communities may benefit from long lease terms and more stable rental costs, proving better security and predictability.
However, the premium nature of these properties can also mean higher rents, so renters are forced to weigh the value of amenities against the cost.
As the demand for BTR communities grows, strategic digital campaigns are essential to stand out in the market. In August 2023, we teamed up with a BTR community near Atlanta to help boost leasing and reach their 94% occupancy goal by April 2024. Through dynamic Google and Social Media campaigns, we surpassed expectations. In just six months, they achieved 100% occupancy, over 300,000 impressions, and an impressive 80% average website engagement rate.
For more details, check out our recent Legato Lakes Case Study.
the impact of technology on renting.
Technology continues to revolutionize the rental experience, making it easier for renters to find, lease, and manage their homes. Some of the ways technology is impacting renters include:
- Online Rental Platforms: Websites and apps have streamlined the process of searching for and applying to rental properties, giving renters access to more options.
- Smart Home Features: Many rental properties are equipped with smart home technology, such as keyless entry, smart thermostats, and security systems, enhancing convenience and safety.
- Virtual Tours & Remote Leasing: The pandemic accelerated the acceptance of virtual tours and remote leasing, allowing renters to view and secure properties without needing to be physically present.
These technological advancements offer greater convenience but also require renters to be more tech-savvy and vigilant about online security.
opportunities for renters.
Despite the challenges, there are still many opportunities in today’s market:
- Rent-to-Own Programs: Some developers and owners offer rent-to-own options, allowing renters to build equity in their home over time with an option to purchase the property later. This can be a viable path to homeownership for those who are not able to provide a down payment.
- Exploring Emerging Markets: Renters willing to explore new up-and-coming neighborhoods or smaller cities can often find more affordable rents and a higher quality of life, with the added benefit of potentially seeing property values rise if they choose to purchase in the future.
- Specials & Concessions: In some markets, especially where there is a surplus of rentals, owners and property managers may offer competitive pricing, specials, or additional concessions, such as discounts on rent or waived application fees.
The current state of the real estate industry presents both challenges and opportunities for renters. Rising rental costs, shifting market dynamics, and the impact of technology are all forming a new landscape. By staying informed and being strategic, renters can navigate these changes and find housing that meets their needs and budget. As the market continues to evolve, renters who are adaptable and proactive will be best positioned to thrive in this complex industry.
about the author.
Amanda is the Digital Junior Client Success Manager at Threshold. In her role, she is responsible for relationship management, client advocacy, renewals and upsells, monitoring metrics, strategy development, and documentation and reporting. When she’s not busy managing her clients, you can find her picking out new plants, watching Cowboys football, running her small business, or spending time with her fur baby, Daisy Marie.
by threshold | Nov 15, 2022 | Creative, Digital Marketing, Marketing, Thought Leadership
 Laura Robbins
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You have your property amenities sorted, your pricing figured out, and your interior design developed. But what does that all mean if you don’t have a name that fully captures the specialty of your real estate building?
Choosing a brand name is one of the most significant aspects of a brand development process. The right name creates an image of your property and brand in the mind of potential customers, sharing the idea of what you’re all about. And, it’s the most important keyword for internet searches.
A strong brand name should be:
- Meaningful: It communicates a brand story and creates an emotional response
- Unique: It should be memorable and stand out from your competitors
- Easily Understood: Avoid words that are hard to read or pronounce – they won’t stick in people’s minds
- Visual: It should lend itself to strong brand colors and imagery
- Future-Proof: You want your name to work now, and ten years from now, so veer away from names that feel really timely
Work backward. Decide what your brand identity, such as target audience, culture, mission, and purpose, will be, and then begin brainstorming names that line up with those needs.
Feeling stuck? Follow along for some tips for determining a successful name for your brand.
Reflect On Your Company Values
Think about your property’s mission statement or parent company’s values – what is it your company stands for, and how can your name tie back to that? Spend time with what your property is trying to achieve, focusing on your purpose and vision. Determining the heartbeat of your brand can lead to a stronger name association down the road.
Connect Your Name To A Story
We communicate in stories, and talking about a brand is no different. Effective marketing connects to a larger target audience through storytelling, which is why your property name needs to mean something. If someone asks you why you named the property what you did, and all you have to say is that it sounded cool, you’re missing out on some really good marketing.
Think about the history of the city your property is located in, what it’s known for, or what interests your target audience has, and then go from there.
Having a great story also allows for stronger visuals (think website design, brochures, signage, temporary leasing space designs), as the logo, colors, and brand patterns all have a north star to draw from.
Less Is More
Short and snappy wins the race! You want to limit the length of your brand’s name, as anything longer than three or four syllables will only be harder for your potential audience to remember. The final name should be punchy, and this is best determined by running any potential names by those who aren’t part of the brainstorming, allowing for fresh eyes and fresh opinions.
Here is where you’ll also want to factor pronunciation into the mix. Your property name won’t only live on signage and a website, it will be said by residents in passing, and therefore shouldn’t be something that’s hard to say or spell. So remember to say any names aloud!
Remember Your Competitors
The last thing you want is to come up with a really amazing name, only to find out a direct competitor has something similar. Standing out from your competition is a key factor in your brand name and final brand visuals, which is why doing research on your market early on is essential.
Consider Creating A New Word
The best way to avoid having the same name as someone else? Create a non-dictionary word. Your name should still have meaning behind it, and not just be created out of thin air, but there are a few ways you can create new words, like:
- Mashing up two words together
- Spelling an existing word in a new way
- Creating a word where each letter stands for something
Plus, what’s more fun than being the owner of a completely new word?
Think About SEO
You heard it here first, do not skip thinking about SEO (Search Engine Optimization) when it comes to naming your brand or property. SEO plays a key factor in determining how popular a potential name is for organic and paid searches.
Say you’re naming your property Dragon (not a great name, but work with us here), then Googling that name will bring up a lot about dragons themselves, the television series “House of Dragon,” a speech recognition software called Dragon, and restaurants in your area with Dragon in the title. A generic name like that could make it hard to stand out in the very competitive search engine space.
Psst. This is why creating a new non-dictionary word might help!
In Summary
The success of your brand and property depends largely on the branding, which begins with a really great name. A name that’s meaningful to your audience, lends itself to great visuals, is short and snappy, and is easy to remember. A name that stands out from your competitors and can be relevant for your audience today, and in many years to come.
Don’t let determining a name feel overwhelming! Have fun with the process and see what unique options you come up with.
For more tips and information about company and real estate branding, take a look at the rest of our blogs, right here on our website! You can also subscribe to our email newsletter, or follow us on Instagram, Facebook, and Twitter!
by threshold | May 10, 2022 | Creative, Design, Digital Marketing, Marketing, Tech/Web
Setting a new start community up for success is among the most complex projects you can undertake as a real estate developer or property manager. From branding and positioning to floor plan creation and event planning, the sheer number of marketing projects necessary to attract new residents and turn great construction into a successful community can quickly become overwhelming. That complexity is multiplied when you take into account the various touch points you’ll need along the way to translate a central brand identity across every digital and print asset, from websites to brochures to signage.
That’s why new start developers and asset managers often turn to full-service marketing agencies to help them navigate all the moving parts. A full-service agency is a marketing partner that covers the full array of digital, print, and strategic services that feed into a successful marketing plan for you property. Because new start developments are working from scratch to stand out among the competition and reach an untapped audience, working with a full-service partner is key. Spreading your marketing needs across multiple partners and vendors can compromise your strategic vision and dilute your brand identity, leading to less effective real estate marketing.
So what services should you look for in a real estate marketing partner? For new starts, here are the key services your marketing partner should be able to cover.
Research & Discovery
Any good real estate marketing plan begins with research and discovery. Skipping this step can be tempting if you are already familiar with your market (especially if you live locally yourself), but that’s never a good idea. Every new start enters a unique market defined by its precise location, existing competition, and ever-changing audience demographics and interests. That’s why we always recommend working with a marketing partner that will do their own research and discovery before launching into the branding process.
Although savvy developers usually conduct their own internal market research in order to design communities that will meet market demand, a marketing partner will cover additional nuances that help you activate a specific target audience and ensure your vision comes through loud and clear. While a developer might pay attention to rental rates, amenities, floor plan availability, and housing density in the area, a marketing partner might pay extra attention to competing brands, audience demographics, local history and culture, and other details that complete the picture of how your community can connect with new residents.
Naming & Branding
Without a cohesive naming and branding strategy, all marketing collateral suffers. You need a brand identity that is unique and recognizable so that potential renters have something to latch onto when comparing you to a sea of competitors. After all, details like amenities and floor plans matter when selecting a home, but what matters even more is how you tell the story of those advantages so that your audience takes the time to engage and learn more.
Telling this story begins with a suite of branding decisions that can be consistently applied across all collateral in order to amplify brand recognition and brand loyalty. That means naming, logo design, colors and patterns, typography, voice guidelines, and lifestyle imagery guidelines should all be established with your marketing partner, then codified into a comprehensive brand guidelines document so that future collateral builds upon the central brand identity.
Web Design & Development
In many cases, a landing page or full website is the first place your brand will come to life and get the chance to connect with your audience. Working with the same marketing partner on web design and development that you worked with for research, naming, and branding helps ensure that this crucial milestone fully realizes the brand identity you worked so hard to create. Few things can compromise an otherwise solid marketing plan more easily than a poorly executed website that is out of step with your larger marketing strategy.
Along the way, it’s also essential that your web designers and developers understand UX and SEO best practices so that your website isn’t just pretty and on-brand, but also pleasurable to use and easy to find so that your audience of potential renters can actually connect and take action. Make sure your marketing partner is well-versed in UX and SEO so that your websites and landing pages continue to pull their weight long after they’ve been launched. In fact, we recommend working with a real estate marketing partner that offers long-term hosting, management, optimizations, and periodic design refreshes on your site so that as trends change, you can stay ahead of the curve.
Print & Digital Asset Creation
In addition to website design and development, there is a wide array of digital and print assets that contribute to your brand efficacy and help your audience make their housing decision. Included in this category are assets like floor plans and site plans, virtual tours, photography and videography, brochures, flyers, business cards, and letterhead. Each of these separate touch points is a chance to amplify your brand identity and engage your audience. If executed poorly, they can have the opposite effect—diluting your brand identity and failing to connect with potential renters.
Once again, consistency is key when it comes to asset creation. Every asset should be an extension of your larger branding and marketing strategy in order to maximize ROI. Details like these can often go unnoticed unless they clash with your brand or otherwise fail to meet expectations, so they can sometimes become an afterthought for developers and property managers. A great marketing partner knows how important it is to get these details right so that everything fits seamlessly together.
Environmental Graphics
The real estate marketing funnel is increasingly digital, but environmental graphics still play a key roll in raising awareness, driving foot traffic, and creating great tour experiences. From construction banners and billboard graphics to temporary lease space design decked out with floor plan graphics, rendering graphics, and targeted messaging that speaks to your unique differentiators, your marketing partner should be able to help with it all. Meanwhile, permanent signage should also be carefully crafted to amplify your brand identity so that you’re never at risk of blending in among your local competitors.
Digital Marketing
As you work hard to complete your new development project, your digital marketing should be working just as hard to raise brand awareness, generate leads, and nurture those leads so that your efforts pay off with a swift lease-up. When it comes to digital marketing, you’ll benefit from having the same partner involved in your ad campaigns and email tactics that was present for the research & discovery, branding, and design projects along the way. This digital marketing partner is then better equipped to target your unique audience with the right message at the right time in the right place.
Promo & Swag
As you prepare for open houses, housing fairs, grand opening events, and move-ins, branded promotional items can go a long way in keeping your new community top of mind with prospects and delivering a great move-in experience that turns residents into brand advocates. Welcome kits, giveaway items, and event promo should be more than an afterthought; the right item outfitted with a unique design can be the difference between a memorable brand experience and a throwaway object that people quickly forget about.
If you’re still looking for a new start marketing partner who covers all these bases from discovery to promo, we’d love to chat! Threshold covers all this and more in order to deliver cohesive marketing strategies that build on one another to accelerate lease-ups and drive high ROI. Keep us in mind for your next new start project or use our chatbot, Trent, to schedule a no-strings consultation to learn more about what we do.
by threshold | Mar 15, 2022 | Creative, Design, General, Marketing, Thought Leadership
As a real estate marketing agency based in Austin, we know how fun it can be to work with new developments in Austin. We know the Austin vibe. We know the districts and street names and how an Austinite would talk about them. We know what kinds of apartments and amenities and common in the market because we’ve searched for apartments in Austin ourselves. We have insider knowledge and insider passion about the Austin market. It can streamline the discovery process and inspire us to do excellent work in collaboration with our clients.
But do you want to hear a secret? Sometimes a local marketing agency isn’t the best pick. In fact, you can typically get the same quality of work—if not sometimes better—from a marketing agency partner outside the local market.
There are multiple reasons for this and they all come back to trade-offs. Yes, when you hire a local marketing agency, you’re likely getting certain advantages due to first-hand knowledge of the area. However, you’re also likely to suffer a variety of disadvantages affecting everything from pricing to the quality of work and the speed of your lease-up.
Wondering if a local marketing agency is right for your new development project? Let’s discuss some of the reasons why a local real estate marketing agency may not be your best pick. Along the way, you’ll also get crucial insights into what you should look for in a marketing partner when choosing between local and remote options.
Market Research Trumps Local Know-How
First-hand knowledge is an asset, there’s no denying it. But thorough market research is ultimately more important when it comes to making strategic marketing decisions. Local marketing agencies sometimes cut out the market research and discovery step entirely, believing they already know all they need to know to succeed in the market. Nine times out of ten, this is a huge mistake.
Market research and discovery is indispensable because it remains objective. When we have first-hand experience of something, we often feel we have the full picture, but really the picture is only as complete as our limited subjective view can make it. As a real estate marketing agency in Austin, we have many Austinites on our team, but not one of them has the complete picture of Austin demographics, rent rates, competitors, brand trends, local history, or current events without looking some things up. That’s why market research is so important. All these factors influence the success of new housing developments in Austin, especially due to the highly competitive nature of the housing market.
If you are considering a local real estate marketing partner, be sure to ask about their market research and discovery process first. Their answer could illuminate just how objective their process is and how deep they’ll dig to find the inspiration for out-of-the-box marketing strategies that will help you stand out from the crowd. Speaking of standing out…
Fresh Perspectives Create Innovative Outcomes
If marketers aren’t careful, we can easily rehash the same ideas time and time again. It’s only natural when we work on many projects that have similar goals and similar audiences. Out-of-the-box thinking doesn’t come naturally; it takes commitment and collaboration to pursue truly innovative ideas that stand out from the market.
The risk of in-the-box thinking is that much higher when working in a market that you are intimately familiar with. While you may have an advantage when it comes to ideas that resonate with your local market, you also have blinders on due to the natural inclination to focus on what’s familiar. It’s called confirmation bias; our brains tend to gravitate toward what coheres with our existing beliefs and experiences and ignore what doesn’t fit. This bias can be that much harder to overcome when we are so immersed in the familiarity of our own local market.
On the flipside, an outside perspective can provide a more reliable and efficient route to innovative ideas. From your brand’s look and feel to print marketing strategies to how you build your website, a non-local marketing partner may have the broader perspective and variety of experience that helps push you and your team out of your comfort zone and into marketing strategies that stand out from the crowd to drive buzz, loyalty, and leases.
If you’re considering working with a local agency, be sure to ask for examples of past work. This will help you assess how much range they have and their capacity for innovation within your local market. If their work samples all have a similar look and feel, that should be a red flag. It may also help to ask specifically about the most innovative project they have worked on so you can immediately get a sense of their potential for out-of-the-box ideas.
Local Agencies Have Fewer Resources
Because local marketing agencies tend to be smaller boutique agencies, they may or may not have the same resources that you’d find at an agency serving multiple markets. This is true in some areas more than others. For example, a local agency may have contacts with all the local printing vendors, but fewer digital marketing resources like a CTV marketing platform or a Google Premier Partnership.
Even when a local agency has plenty of local contacts to leverage for all your new development’s real estate marketing needs, you may not be getting the biggest bang for your buck. This is simply because local vendors tend to have local networks with fewer options overall, meaning they are less equipped to shop around and ensure a low rate in order to pass the savings along to you. An agency that serves markets across the country (or even across the globe) is likely to have a broader network of options as well as time-saving and cost-saving resources that allow them to promise more affordable rates. For example, at Threshold we have an established network of print vendors, audience databases, digital marketing partners, and more that we leverage to provide seamless outcomes for our clients while keeping costs low.
If you are considering working with a local real estate marketing agency, be sure to ask about not just their pricing but also their network of vendors for print and environmental graphics, digital marketing campaigns, videography and photography, video editing, and anything else your new development may need to establish great brand awareness and an accelerated lease-up.
by threshold | Aug 10, 2021 | Digital Marketing, General, Marketing, Tech/Web
If you read our Quick and Dirty SEO Tips for Apartment Marketing, then you know that 75% of people never scroll past the first page of search results. That means it’s incredibly important to rank on the first page of Google results if you want to earn any organic website traffic. But in our increasingly digital world, that fact probably doesn’t surprise you. These days, apartment marketers, owners, and managers all know that SEO is important, but not everyone knows where to start.
We’ve discussed SEO Tips before, but today we want to zero in on Keyword Research—how to do it and why it matters. Not only is Keyword Research an essential step when creating a real estate website, but keyword research can also help you create more effective search ads and understand your target audience better.
So if you’re not sure how to conduct keyword research (or whether you really need to), this is the post for you! Let’s start by exploring some of the reasons why keyword research is absolutely essential to your digital apartment marketing strategy (and how it can help other areas of your real estate marketing plan too).
Why Keyword Research is a Must
Most of the time, keyword research is discussed as the first step of your SEO strategy. After all, optimizing your rank in Google search results requires knowing the keywords your audience searches for so that you can use those keywords in on-page SEO efforts (such as incorporating those keywords into your website headers, meta descriptions, and page titles). Trying to improve your SEO without first performing keyword research could result in a lot of wasted time and effort without much payoff in the form of website traffic or conversions. That’s because you’re just guessing at what keywords people actually use when searching for housing like yours, and your best guess only goes so far. It’s much more effective to take a data-based approach.
But keyword research doesn’t just help SEO efforts. It also leads to more effective messaging, ad targeting, UX design, and so much more. That’s because it helps you understand your audience more effectively. Seeing what search terms are most popular when searching for apartments like yours can reveal what’s most important to your audience. It can show you what floor plans they prefer, which local hotspots they care about being close to, or how important it is to be pet-friendly. Knowing about your audience’s priorities helps you bridge the gap between your prospects and your property by enabling you to emphasize the features they are looking for.
One of the specific and direct ways in which this improved audience understanding can help you is when it comes to paid search ad strategy. Knowing how your audience searches empowers you to build more effective search ads that are relevant to your audience’s priorities and are a genuinely strong match based on their search query. That way your search ad headlines, descriptions, and snippets present a user with information that doesn’t appear out-of-place for their search query.
How To Identify The Best Keywords To Target
To identify the best keywords to target in your digital apartment marketing strategies like on-page SEO and paid search ads, you first need to access a keyword research tool. This is a tool that will help you see the search volume and competitiveness of different keyword variations, helping you find the most relevant and most advantageous keywords being used.
There are many keyword research tools available online, but today we’ll touch on just two of them: Google Keyword Planner and SEMRush. Google Keyword Planner has the distinct advantage of being free when you create a Google business account. SEMRush, on the other hand, is the most popular paid keyword research tool available today and offers some additional functionality. Both these tools allow you to type in a keyword (for example, “apartments in Toronto”) and output a list of related keywords alongside their search volumes and competitiveness. Both also allow you to search for keyword ideas based on a website URL (for example, the website of a competitor).
The main difference between Google Keyword Planner and SEMrush is that those who pay for SEMrush enjoy the option of getting a deeper dive into the keyword strategies of your competitors and where you can most easily beat them at their own game. SEMrush also offers more nuanced representations of the competitiveness of a certain keyword; rather than telling you whether the competition is low, medium, or high, it provides a numerical “competitive density” value as well as a “keyword difficulty” rating. This helps you see both how difficult it would be to rank for a given keyword as well as how many of your competitors are actually trying to rank for it, which is a sometimes subtle, but important distinction.
Regardless of what tool you choose, the basic strategy in selecting your target keywords is simple: find the relevant keywords with the highest search volume and the lowest keyword difficulty possible. This is the sweet spot where ranking for these keywords will actually help you earn added site traffic (because many people are searching for these terms) and there’s not so much competition for the keyword already that your efforts are unlikely to get you within the first page of Google results for those keywords.
Every keyword research journey starts with a query into your tool of choice, but where do you start exploring? Below, we discuss how to get started once you’ve selected your keyword research tool.
Start With Common Sense
When it comes to keyword research, your intuition is a great place to start. Think: if I were a potential resident for this apartment community and others like it, what would I search for? Start relatively broad, with terms like “apartments in Austin” or “Birmingham student apartments” and see what comes up. If your search is broad enough and common enough, a tool like SEMrush or Google Keyword Planner will then pull in an entire list of related keywords, allowing you to compare and contrast among the results. Remember, you’re after the variations with the best balance of high search volume and low difficulty or competitiveness, without straying beyond what’s relevant to your product.
As you see additional variations, you can repeat the process by using one of these variations as your new query to generate a new list of keywords that are related to that keyword. For example, say you search “apartments in Austin” and “2-bedroom apartments in Austin” comes up in the related keywords. You might then search “2-bedroom apartments in Austin” and see more options like “2-bedroom apartments in East Austin,” “2-bedroom apartments in downtown Austin,” etc. As you explore, be sure to keep track of the metrics of the promising keywords you find so that you can make a list of relevant keywords you want to target, organized by priority. Both Google Keyword Planner and SEMrush have useful “save” or “add to plan” options that can help you collect your list without having to write it all down manually.
See What Competitors Are Doing
Don’t forget that keyword research tools like Google Keyword Planner and SEMrush allow you to explore keywords that a specific URL is ranking for! You can use this to check in on your competitors and see what they’re up to. This not only helps you see what you’re up against, but it can also be a useful shortcut to identifying keywords that may be relevant to your product too. Type in some of your competitors’ websites to see where their traffic is coming from and identify areas where you might be able to rank for the same keywords (SEMrush is a great tool for this, but Google Keyword Planner works decently as well).
However, keep in mind that you are not your competitor, so the keywords that drive traffic and conversions for them may not always work for you. For example, if you are a C-Class property and there’s an A-Class property nearby ranking for keywords that include the word “luxury,” that may not apply to your property. Even if you manage to drive traffic by incorporating “luxury”-related keywords, you’re unlikely to see conversions from users who arrive at your site after looking specifically for a luxury apartment. Once they arrive, they’ll realize your property isn’t what they were looking for and usually bounce quickly, which can actually hurt your SEO rankings in the long run.
How To Apply Your Findings
Now that you’ve completed your keyword research, how do you apply your findings to start ranking in Google, launch great search ads, and connect with your audience? There are lots of ways you can apply your new knowledge to your digital real estate marketing strategy! See our post below to keep exploring.
Quick and Dirty SEO Tips for Apartment Marketing in 2021
