Is Apartment Content Marketing Worthwhile?

Content marketing makes sense for a lot of industries. Home services, SMBs, and e-commerce sites are just a few natural fits for the practice. But how much does a multifamily business benefit from content marketing? Is putting time into content marketing for an apartment management company worthwhile?

The short answer is yes. The long answer is, in most cases, content marketing is invaluable to apartment management companies if you do it right.

Here’s why.

Organic Search for Apartments is the Most Reliable Traffic Driver Over Time

Paid advertising is a great way to get potential residents to see your properties. And in an industry that can be as unpredictable as apartment management, pay per click advertising should always be a part of your strategy.

But our experience with multifamily firms shows that the number of leads procured through organic search tends to be more reliable than other channels. They also tend to result in prospects that are more likely to convert into residents.

Remember though that an SEO program takes more time to see results from compared to paid advertising. However, the benefit is absolutely worth the time investment on your team’s part.

Content Marketing is Owned Media

You know those places where you often grab the attention of a prospect – like Facebook, Apartments.com, or any paid listing? Those are known in the digital marketing world as paid media. That means that your presence there only lasts as long as you’re willing to shell out for it. You also have little to no control over structural changes, like if Zillow suddenly changed their requirements for every apartment listing.

Content that you create and feature on your site is known as owned media. Meaning that no matter what any tech giant or ILS might decide, you have complete control over how you look, what you say, and how late you get to stay out after curfew. We can’t overstate the benefits of owned media. Visit any apartment listing site you can think of, and look at how each listing looks almost exactly the same. It’s less a competition between apartments and more a game of chance as to who might snag a prospect.

Content Marketing for Apartments is Scalable

Growing a business in any industry is about your ability to scale your work, and that’s especially true in the multifamily industry. If you’re managing several properties across multiple neighborhoods or regions, spending time crafting unique content for each and every property’s sites isn’t feasible. Thankfully, it doesn’t have to be.

There are ways you can scale your content work, especially as it pertains to web copy. Just like services such as Buffer or our own Spark Social can scale social media content and publishing work, there exists software to scale content that differentiates content to create several unique, geographically targeted, and locally engaging web content for each of your property’s sites at a fraction of the time it would take to do so manually.

Resident Spark provides one such software option to scale content. Schedule a demo today to learn more about this service.

Yes, Content Is Still King

Not only is content marketing for multifamily worthwhile, but it’s almost necessary to keep up in an environment dominated by ILS’s, Facebook, and Yelp. Start creating an owned space that gives your team the best chance of landing high quality leads and closing leases.