Professional Property Managers are big business and with that comes marketing. There are various ways to market a property management company. However, there is no more single important marketing avenue as the website.
Real Estate Websites
A website is your store front to the public and your potential customers. It describes who you are, what you do and why you are different then your competitors. In addition, it’s a plethora of resources for potential customers. From typical FAQs, Pricing, About Us, Methodology and Core Values. If done correctly, a professional real estate web site will inform the public what your property management company is about and more importantly, if your company is someone they want to do business with.
Not all websites are created equal. In fact, there is a wide range of websites from very poor to awesome performing sites. A well-designed site will be both ecstatically pleasing to the eye in addition to functioning well. A well-functioning site is both from the user perspective as well as the SEO.
Let’s Digest Web Lingo
First, let’s discuss some 3 basic acronyms that are common in the programming world, particularly web design.
SEO refers to Search Engine Optimization. This is how Google, Bing and other search engines find and register your site. There are many rules that must be followed for high ranking. This is complex enough to warrant a separate BLOG. Suffice it to say, unless you want to spend many hours of study and research, it’s best to contract this work out for best results.
UI means User Interface. In simple terms, this is the look and feel of the site. Colors, fonts, images, paragraphs, bullet points etc. all add to the UI.
UX refers to the User Experience. You may have a fantastic UI but if the UX is poor, the whole site will be referred to as a poorly designed site. What do I mean by poor UX? Well one example is to not make the contact information easily accessible. Another example, suppose you have a summary page with your key property management services but do not include a ‘read more’. What you have done was tease a viewer with no easy way for them to learn more. Another example would be telling the user to contact you for a free property consultation but not give them quick access to do so.
Designing a Great UX
It’s up to you to design a great UX, not the company that you hire to develop your site. They simply know code, they don’t necessarily know real estate.
So how do you start. You make sure your web pages flow in a logical order that makes sense. Let’s use a ‘showing’ as an example of a logical walkthrough. When you meet a potential tenant to show one of your vacant properties to, you first greet them at the front door. This would be your home page. As you walk through the property, you wouldn’t discuss the garage while you are in the dining room, (unless there is a door to the garage leading from the dining room). As you show the tenant the kitchen, you wouldn’t’ talk about how big the master closet is. You walk through a property and discuss logically based on the room (or page) you are in. If you talk about the master bath closet space while you are in the garage, the tenant will want to look at the master bath without the immediate ability to do so from the garage.
This trite example of a showing is how you should think about your web pages. Keep the pages flowing and anything referenced on the web page should have access to what you are referencing. Always link to what you are discussing on the page because if you are talking about it, the viewer is thinking about it and may want to see or read more about it.
Keep in mind, the flow of your site is a big part of your UX. A bad UX will leave a bad impression with your potential customers.
Your website is the front line impression to potential customers of your property management company. Make sure your site will encourage people to take the next step and contact you.
PropertyZar is a real estate technology company specifically in the web-based property management software for owners and professional property managers. Learn more www.PropertyZar.com