Content Development Tips for Multifamily

Internet listing services (ILS) such as apartments.com, Apartment Finder, and Zillow offer users one thing: convenience. However, these sites do not fully showcase the value your property can bring to future residents. This is where your content strategy comes into play.

To stand out amongst well-known apartment listing sites, highlight what makes your community and offers different from others.

Research what users care about most when it comes to floor plans, amenities, and neighborhood spots. Browse your top competitor’s sites to see what type of content performs best with your audience.

Additionally, browse the Search Engine Results Page (SERP) to spot frequent keywords competing sites are incorporating in their content. Utilize your favorite keyword research tool to assess search volume and browse additional keyword ideas.

If you notice users care about specific amenities such as a pool, fitness center, or an in-unit washer and dryer, take note and highlight this in your content strategy.

Be sure to include a unique twist when using competitive research for your content; reflect on what makes your apartment complex different from others and highlight those features in a better way to stand out from your competitors.

As a multifamily marketer, creating local content will help you stand out in the community and show residents you are connected to the things they care about in the area. Also, Google loves hyperlocal content to increase your visibility for geographic search terms.

Blogs are a great way to incorporate local content on your site. This can include posts about popular parks and restaurants in the city, upcoming events, or exciting company news.

Local content is not only a good way to connect with your residents, but it can expand your brands presence in the community!

Outside of blogs, ensure your main site content highlights your key strengths.

Incorporating top amenities and offerings will attract residents to remain on your site.

For example, on your floor plans page, include information about unit-specific features such as granite countertops and floor-to-ceiling windows. If you have a neighborhood page, you can position your complex as a pet-friendly community where residents can walk their dogs around the nearby areas.

Additionally, using descriptive terms such as “new,” “best,” “modern,” or “upscale” where applicable is a great way to fully showcase your unique offerings.

Test new ideas and get creative with how you position your property’s strengths within your website content!

At Forthea, we are proud of our award-winning digital marketing strategies for the multifamily industry. Our team is experienced in content development for multifamily businesses, and we are ready to take your digital marketing strategy to the next level with quality content. Contact us today to get started!