It’s no secret that digital marketing in the apartment industry is extremely competitive.
Today, more than ever, the multi-family industry is looking for new opportunities to outperform their competition.
One technique that is often underutilized is landing pages.
Landing pages are a great way to complement your existing digital marketing to be more efficient, get more quality leads, and reduce marketing spend.
If you are investing in SEM or SEO today (or if you plan to in the future), then this article is for you.
Landing pages are the first page a user sees when visiting your website from a Google Ad (SEM), search engine result page (SERP), social media post, email campaign, etc.
The goal of a landing page is to convert the user into a lead by providing relevant content from the referring campaign.
For example, if you are running a Google PPC campaign about:
Then your best chance of conversion is to have a landing page optimized for “dog friendly apartments in midtown.”
Our prospects are telling us what they are searching for and our Landing Pages should help answer their questions.
Here is an example of a Landing Page relevant to the search above.
A Landing Page should NOT send users down a rabbit hole trying to find the answer to their question.
When users see rabbit holes, they tend to bounce (pun intended).
Q: What's an example of a Rabbit Hole?
A: Your Apartments Home Page could be considered a Rabbit Hole.
Google has leaned to identify these rabbit holes, which will affect your SEM and SEO performance.
If you do any non-branded keyword marketing that generates traffic to your website, you should be using landing pages targeting those non-branded keywords.
For example, if you are:
If you do not have Landing Pages that are relevant to your campaigns, then chances are your campaigns are underperforming or failing altogether.
That means you could be wasting time and money.
Q: When is it okay for my Apartments Home Page to be the Landing Page?
A: When users do a Branded Search.
If you see your home page as the primary landing page, then it's time for a Landing Page audit.
Contact us and we can help you audit your landing pages
There are many landing page services out there, such as UnBounce or Instapage that help you create relevant Landing Pages. They are great solutions for most businesses, but they are not designed for the multi-family industry (we are special).
The multi-family industry needs landing pages that are:
These are just a few of the requirements for apartment landing pages. There are many other best practices when it comes to Landing Pages.
For the past 18 months, we have collected "a lot" of marketing data and learned what works and doesn’t work when it comes to landing pages.
We took this intelligence and designed the first multi-family data-driven landing page solution that "works for you" by prioritizing the prospects search intent.
In most cases, you will not even have to touch your existing websites, add copy/photos, or login to a legacy web content management system.
It’s really that cool.
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