Few things can send a property management business owner into a marketing panic as fast as a significant drop in website traffic. After all, when setting marketing goals, traffic is one of the main players because it is the first round of interaction between potential clients and your property management company.
Still, a drop in traffic isn't always a cause for concern; there are many reasons why your traffic might decline. In this blog, we'll talk about the process of determining what is causing your website traffic to drop—and what changes you can make to correct the issue.
One reason your traffic will drop is that total searches for your keywords are dropping—and therefore, traffic for you and your competitors is taking a hit. Generally, there is nothing you can do to change this kind of slump as the issue isn't with the marketing for your property management business—rather, it is the market itself.
We see this happen in the winter months when tenants are less likely to move, and we see it again when the real estate market takes a sharp swing up, and owners cash in on their investments when moving on from real estate investing.
How do you tell if the whole pie is getting smaller instead of your particular slice? Google can help! Visit Google Trends and run a search for your keywords to see the volume of searches for them over time.
When the search volume for your keywords is holding steady—or even growing—but you are losing traffic, it is time to start looking into why. Here are some options to consider and what you can do to remedy them.
If your traffic takes a sudden sharp drop and it isn't because of lower search volume Google might be penalizing you for bad SEO.
Yes, you read that right: if your bounce rate is dropping and your visitors are spending more time per session and viewing more pages, it probably means your marketing is having the desired effect of bringing in more qualified traffic.
If you post a blog about a tenant-based topic, such as what credit score do you need to rent an apartment, you might be shooting yourself in the foot. If this particular blog is what gets featured, you'll get tenant traffic from all over the country! None of which would lead to leasing more properties.
We see this happen pretty frequently: when we filter out the traffic that wasn't going to perform anyhow and clients panic, we show them with the numbers why there is no need to worry. Qualified traffic brings you more leads—and is, at the heart of it, the whole point of inbound marketing.
Are you having traffic troubles? Contact Geekly Media: the real problem could be your website! Your website is the hub for your content and is meant to bring in the most qualified leads that are ready to become clients, so you just need to make the sale. With our fast and free website audit, we can pinpoint the pain spots that you're facing as a property management business when it comes to converting leads into clients.