In 2024, local SEO is no longer just an option for real estate businesses—it’s essential. With the growing importance of online search in the real estate industry, competition for visibility is fiercer than ever. Potential renters and buyers are using search engines to find properties near them, making local SEO a powerful tool for ensuring your listings appear in the right searches. To stay competitive and round out their digital presence, real estate businesses must master local SEO strategies to improve their rankings, attract qualified leads, and drive more traffic.
the importance of local SEO for real estate businesses.
Local SEO focuses on optimizing your business’s online presence to appear in geographically related searches. For real estate, this is crucial, as prospective tenants or buyers are almost always searching for properties in specific areas. Local SEO helps real estate agencies, apartment complexes, and property managers stand out in search results, particularly on Google, which dominates the market for search.
In 2024, where virtual tours, online leasing, and mobile search have become the norm, the competition to rank highly in local searches has intensified. Appearing in Google’s coveted “Local Pack” (the top three local results that appear with a map) can drastically increase visibility and bring more qualified traffic to your website or property listings. A well-optimized local SEO strategy can make sure your business is found by the right people at the right time, driving both leads and conversions.
optimizing google business profile.
One of the most powerful tools in local SEO is the Google Business Profile (GBP). GBP helps businesses manage their presence across Google Search and Google Maps, providing essential information to prospective renters right in the search results.
tips for optimizing your google business profile:
Complete All Information: Ensure your GBP is fully filled out with accurate details. Include your business hours, address, phone number, and website. Be sure to add up-to-date photos of your properties to make a strong first impression.
Use Keywords in Descriptions: Optimize your profile description with location-specific keywords, such as “luxury apartments in [city]” or “student housing near [university].” This helps your business show up in relevant local searches.
Encourage and Manage Reviews: Google reviews significantly impact local rankings and consumer trust. Encourage satisfied tenants or buyers to leave positive reviews and respond professionally to any feedback, whether it’s good or bad. Engaging with reviews shows you are active and care about your customers.
localized content and keywords.
Creating localized content is key to improving your local SEO. This involves developing content that speaks directly to the needs and interests of your target audience in specific locations. For real estate, this could mean creating neighborhood guides, blogs about local amenities, or highlighting events in the area.
tips for localized content:
Location-Specific Pages: If you manage properties in multiple areas, create individual landing pages for each location. These pages should be optimized with local keywords and include information relevant to that specific area.
Localized Blog Content: Writing about local events, neighborhood highlights, and property-related topics with local keywords can further boost your visibility in search results.
mobile optimization & voice search.
With the rise of mobile-first indexing, Google now prioritizes websites that are optimized for mobile devices. For real estate businesses, where many users browse listings on their smartphones, ensuring your website is mobile-friendly is crucial for both user experience and SEO.
mobile optimization best practices:
Ensure Website Responsiveness: Your site should automatically adjust to fit different screen sizes. This ensures users have a seamless experience, whether they’re viewing your site on a phone, tablet, or desktop.
Improve Page Speed: Slow-loading websites can hurt both your user experience and your SEO rankings. Use tools like Google PageSpeed Insights to identify ways to speed up your site.
Optimize for Voice Search: With the increasing use of voice-activated assistants like Siri and Google Assistant, optimizing for voice search can give you a competitive edge. Voice search queries tend to be longer and more conversational, so make sure your content addresses common questions like “What’s the best neighborhood for families in [city]?” or “Affordable apartments near [landmark].”
to wrap things up.
Mastering local SEO is critical for real estate businesses looking to increase visibility and attract more local leads in 2024. By optimizing your Google Business Profile, creating localized content, building local backlinks, and ensuring your site is mobile-friendly, you can improve your search rankings and stay ahead of the competition. With the right strategies in place, local SEO can drive more traffic to your site, generate high-quality leads, and ultimately help you close more deals.
how Threshold can help with local SEO.
At our agency, we specialize in local SEO strategies tailored specifically for the real estate industry. We offer comprehensive Google Business Profile (GBP) management, ensuring your profile is fully optimized with accurate information, engaging photos, and location-specific keywords. Our team also manages daily GBP posts, keeping your profile active and relevant.
Additionally, if you partner with us on your website, we ensure responsiveness and fast page speed, as well as other technical SEO tactics that play a role in local rankings. Our expertise in mobile optimization and technical SEO ensures your website performs well on all devices, helping you stay competitive in today’s mobile-first world.
Let us help you master local SEO and drive growth in 2024.
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.
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.
First Savings Bank is a leading financial institution offering personal accounts, business accounts, and top-notch solutions for people who care about their money. While their marketing machine was getting the job done, they wanted to do more than just “okay.” That’s where we came in.
They hired Threshold with the goal of opening 463 new accounts and achieving a 20% lift in customer acquisition. Starting in May 2023, we launched targeted campaigns across Google Search, Facebook, Instagram, and programmatic digital display platforms for First Savings Bank. The campaigns leveraged the unique selling points of First Savings Bank’s products, including Kasasa Cash Back, Kasasa Cash, and Kasasa Eats accounts.
The campaign yielded impressive digital marketing and account growth results that transcended expectations.
the problem to solve.
Their previous marketing campaign was good but not good enough. First Savings Bank struggled to differentiate itself in a market saturated with competition. Our goal was to use punchy, high-performance ads that spoke directly to their target audience. We took geographic location, buying patterns, and the customer lifecycle into account when engineering their ad strategy.
the dream.
To build an unstoppable marketing funnel that would accelerate growth well ahead of schedule. We aimed to hit their goal of 463 accounts and a 20% increase in customer acquisition, then go a little further.
the strategy.
Our goal was to hone in on First Saving Bank’s unique selling propositions, like Kasasa Cash, and effectively communicate them to the target audience. We opted for an omni-channel marketing strategy to cast a wider net and bring home more leads.
phase one.
We focused on emphasizing the brand’s innovative products like Kasasa Cash Back, Kasasa Cash, and Kasasa Eats to differentiate them in the market. We tailored the messaging to align with the target customer and “speak their language.” Phase one was consumed with research, research, and more research before launching the campaign.
phase two.
Next, we implemented our research across multiple channels, including paid search, Instagram, and Facebook. We used our signature ad strategy to produce results that exceeded the campaign’s goals.
the results.
For First Savings Bank, we did what we do best — create results that go above and against the grain. Here’s how it went down…
The campaign generated significant digital engagement, with high click-through rates, particularly on paid search. This indicates effective targeting and compelling ad content that resonated with the target audience.
First Savings Bank surpassed its account growth goals well ahead of schedule, achieving 638 new accounts by April 1st. The overall lift in performance exceeded projections, demonstrating the effectiveness of the marketing efforts in driving customer interest and conversion.
to wrap things up.
Threshold’s strategic digital marketing campaign effectively drove new account growth and exceeded performance goals, showcasing the bank’s appeal and attracting customers seeking modern banking solutions. By leveraging unique product features and maintaining a focus on customer satisfaction, Threshold helped First Savings Bank be positioned for continued success in the competitive financial market.
Google’s Core Web Vitals underwent a significant update on March 12, 2024. This update is crucial as it introduces a new primary metric for assessing web performance-interaction to Next Paint (INP), replacing First Input Delay (FID). This change fundamentally alters how we measure website responsiveness. INP provides a more comprehensive assessment by considering the time it takes for a webpage to respond to user interaction and update the screen visually.
a brief summary.
the update: First Input Delay (FID) is no longer a Core Web Vital metric. Starting March 12, 2024, INP takes precedence.
what is INP: INP evaluates a webpage’s responsiveness by measuring the delay between a user’s action (such as clicking a button) and the browser’s visual response (like the button changing color).
why it matters: As SEOs, your role in optimizing for INP has become even more crucial. Those who previously focused on FID optimization should now prioritize INP. Google has provided a guide to aid in this transition, underlining the importance of your contribution to this process.
While INP is important, it’s not the only factor to consider. The main goal remains to create a user-centric website that excels in speed and responsiveness. Concentrate on making meaningful enhancements to your site’s overall user experience rather than striving for a perfect INP score.
While Interaction to Next Paint (INP) measures responsiveness, the other important Core Web Vitals focus on loading speed and visual stability, which are all key aspects of user experience.
largest contentful paint (LCP) measures loading speed
Core Web Vitals measures real-world usage data and focuses on the metrics that are most important to users to accurately evaluate user experience. Website owners can use these metrics to identify areas for improvement and enhance site performance for a better user experience.
Core Web Vitals are essential for optimizing website performance. By improving them, you’re not only following Google’s best practices but also attracting more traffic and improving conversions for your online business.
the benefits of passing Core Web Vitals include:
Enhanced User Experience: Optimizing Core Web Vitals leads to faster loading times, smoother interactions, and a more visually stable browsing experience, which improves user satisfaction and engagement.
Improved Search Engine Rankings: Google has included Core Web Vitals as ranking factors, meaning websites with better Core Web Vitals scores are more likely to increase visibility in Google search and attract more organic traffic. Slower page loading speed can negatively affect website indexation.
Increased User Engagement: Websites that load within 2 seconds and offer a smooth user experience typically experience higher engagement, lower bounce rates, and increased conversions. Core Web Vitals optimization can positively impact user behaviour and business outcomes.
Significant Boost in Conversions and Revenue: Websites optimized for Google’s Core Web Vitals generate more pageviews and encourage visitors to advance in their user journey more easily, increasing adequate monetization opportunities.
Better User Retention: Optimized Core Web Vitals help create a positive loading experience for users, leading to longer visits, more content exploration, and higher chances of return visits. Removing performance barriers creates a frictionless conversion process beyond the first visit.
how can Threshold help optimize core web vitals?
Core Web Vitals are all about creating a smooth and fast user experience on your website. Imagine happy visitors who can find what they need quickly and interact with your site without frustration. You can make this a reality by focusing on performance during development and using effective strategies. Threshold empowers you to achieve this by providing the necessary tools and insights.
what Threshold can do for you:
Identify bottlenecks: Threshold dives deep into your website’s performance, pinpointing areas that are slowing users down.
Prioritize fixes: Not all issues are created equal. Threshold helps you understand which problems will most significantly impact your Core Web Vitals scores..
Track progress: As improvements are implemented, Threshold monitors your progress.
Stay ahead of the curve: The web is constantly evolving, and Threshold keeps you informed about the latest Web Vitals best practices.
With Threshold by your side, you can focus on creating a fantastic website experience for your visitors while Threshold handles the technical aspects of Core Web Vitals optimization.
As the largest generation in the United States, Gen Z comprises individuals born between 1997 and 2012.
This generation has grown up with technology and the internet always readily available, making them highly tech-savvy and deeply connected to social media. With an estimated purchasing power of over $143 billion in the US alone, Gen Z is a highly influential market segment that cannot be ignored by real estate businesses.
As such, it’s crucial for real estate businesses targeting Gen Z to consider the importance of an adaptable logo that resonates with this audience.
What is an adaptable logo?
An adaptable logo is a visual representation of a brand that can be easily adjusted to work across different mediums, formats, and applications without losing its core identity or essence. It is designed to maintain a consistent look and feel across various marketing materials such as print, digital and social media. An adaptable logo can be resized, repositioned, or modified to suit different contexts, but it retains the same essential design elements that make it instantly recognizable as the brand’s logo. The goal of an adaptable logo is to ensure that the brand’s messaging is cohesive and memorable across all channels, while also allowing for flexibility and versatility in different marketing contexts.
Why you should be creating adaptable logos
Real estate businesses targeting Gen Z need to consider the importance of an adaptable logo for several reasons.
Easily sharable
An adaptable logo is shareable. In today’s digital age, social media platforms are a crucial part of any marketing strategy, and Gen Z is known for their love of sharing content. An adaptable logo that looks great on various platforms can help attract attention and increase shares, ultimately driving engagement and awareness.
Branding
Cohesive branding is key. Gen Z is highly skeptical of businesses that lack authenticity or appear to be inauthentic. An adaptable logo that maintains the same look and feel across all marketing materials can help establish a consistent and authentic brand image that resonates. Since this generation values authenticity and creativity, a logo that reflects those values will be more likely to capture their attention and earn their trust in the long run.
Integration
Seamless integration matters. As a tech-savvy generation, Gen Z expects businesses to have a strong online presence.
An adaptable logo that can be easily integrated into a website, a phone app, social media profiles, and other digital marketing channels ensures that the brand’s messaging is consistent across all channels, making it easier for them to recognize and engage with the brand.
Trust and awareness
A recognizable logo builds trust. For Gen Z, trust is a key factor in making purchase decisions. A recognizable logo that appears across different mediums and formats helps build brand awareness and establishes that trust, leading to increased customer loyalty and retention.
Forward-thinking
“Future-proofing” is essential. As a forward-thinking generation, Gen Z expects businesses to be proactive in adapting to new technologies and mediums.
An adaptable logo that can easily be updated to remain relevant in the ever-changing marketing landscape demonstrates a business’s commitment to innovation and staying ahead of the curve. Since they tend to stay on top of trends, Gen Z is quick to spot dated marketing and graphics.
To conclude
An adaptable logo is very crucial for real estate businesses targeting Gen Z. By having a logo that is versatile, consistent, recognizable, and “future-proof”, real estate businesses can attract and retain the loyalty of Gen Z customers in a highly competitive market.
As a result, they can establish a strong and authentic brand image that resonates with this influential audience, leading to increased brand awareness, engagement, and customer loyalty.
Before you go
Don’t forget, we’re experts when it comes to crafting marketing strategies that drive leasing results and building high-ranking SEO-friendly custom websites! Need help? Reach out to a CSM or any of our team members to get started on taking your marketing and SEO to the next level, see an increase in traffic, and watch the leads roll in.
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About the author
Mai is something of a superstar here at Threshold. Working exclusively as our Senior Designer, there is nothing she can’t create flawlessly for our clients, and our own TH brand. At the end of the day, our creative THeam would not be the same without her leading the way both in her ability to bring dreams to life, and her strategy behind it all.
When she’s not on the clock, Mai loves keeping her creative juices flowing by acting as a maker in her hobbies. From refinishing furniture to creating her own art, her mind is always fueling itself with brilliance and taste. She only wishes she had more time in her days to continue doing more of what she loves.
Taylor Dickmann
Taylor Dickmann
Mai Mongelous