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This is good news for you because it means any property management business can get placed in those coveted top spots through a combination of PPC ads and SEO strategy.
SO WHICH IS BETTER, PAID RESULTS OR ORGANIC TRAFFIC?
The truth is you need both paid leads and organic traffic achieved by boosting your SEO. The former is the fastest way to get clicks, but a good organic strategy helps ensure success in the long run. (It’s also more affordable.)
To keep exploring our source material on this subject, check out Gen Z: Online Search Behavior.
2. MAKE SURE YOUR PROPERTIES ARE ON EVERY MAJOR ILS
No one wants to jump from site to site to find what they want, and young renters are no different. In fact, 97% of Gen Z use an ILS to find rental housing. That’s great news for housing providers who already use online property management software such as Yardi Breeze, which includes access to syndicated listing sites like RentCafe.com.
3. GATHER ONLINE PROPERTY REVIEWS
Reviews are a huge part of online culture (and the buying lifecycle). That means young and first-time renters are going to be all over your reviews when deciding on a property. According to the 2021 REACH by RentCafe Gen Z Renter Survey, 65% of participants consider online ratings and reviews always or most of the time.
Promoting your reviews is an important part of reputation management. It involves:
• Flagging spam and false reviews
• Seeing every tenant response as a marketing opportunity or chance to repair a relationship (which again becomes a marketing opportunity)
4. KNOW WHERE YOUNG & FIRST-TIME RENTERS ARE IN THEIR JOURNEY
Many first-time renters are tiptoeing into their search for an apartment. In fact, 37% are unsure of their interests or are looking at housing “just for fun.” Only 29% know the apartment size, price, location and amenities they want.
This leads us to two conclusions:
1. Young renters are starting their apartment search early in life
2. They’re still at the top of the marketing funnel (the awareness stage)
Their buying cycle could be longer, so property managers need to capture their attention early and often.
5. CREATE VIDEO CONTENT OF DIFFERENT LENGTHS
Millennials and Gen Z love video content, but they don’t watch a single video for long. Your message needs to come through in less than a minute — even as little as 15 seconds.
The good news is that you don’t have to make a bunch of videos at once. A 1-minute video could easily become three pieces of “micro” content. By chopping it up, you end up with:
• The full video
• A 30-second version that hits the main
• Surveying tenants
• Responding to reviews (even negative ones)
points
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