Sydney graduated with a Bachelor of Business Administration in Marketing from the University of Houston. She discovered her passion for SEO through various UH courses and personal projects. She enjoys the creative thinking involved in SEO. Outside of work, you'll find Sydney reading, baking, trying new coffee shops, and exploring Houston!
A major component of good multifamily SEO is consistently producing quality website content that improves user experience and attracts renters while signaling to search engines. There are many things to consider when developing content for your multifamily property website.
It’s key to research what residents are looking for in a property, showcase your competitive advantage, position your brand as trustworthy, and overall, create unique content that will keep potential residents engaged!
From blogs to main website page content, check out our content development tips below to improve your multifamily content strategy.
Speak to Your Target Demographic
As a multifamily property, understanding the demographic of your residents will help you appeal to new audiences that have similar interests and lifestyles.
For example, an apartment community offering student housing should strive to produce content that appeals to college students in that market. For example, creating blog posts with advice for college freshmen, illustrating the culture of nearby universities in your copy, or including photos of campus events your residents attend on your website.
If the target audience is young professionals aged 25-35, your content may be centered more around work/life balance, local volunteer opportunities, or health and wellness.
For luxury residences, storybranding is an interesting approach to writing content that appeals to a sense of elevated lifestyle. Your content is written as a story that sets tone and appeals to the reader’s values.
Our client, (Dinerstein) Aspire Post Oak, leverages storybranding content to frame the user experience on the home page. This combined with PPC campaigns driving traffic to the homepage, resulted in higher conversion rates for Apply Now and Schedule a Tour clicks. See our case study.
Find What Your Audience Values
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.
Focus on Local Content
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!
Highlight Your Strengths
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!
Enhance Your Content Development Strategy with Forthea
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!