Here’s what multifamily owners and managers need to know to improve their digital marketing strategy.

In 2020, the share of consumers who used the internet to search for a new place to live increased to an all-time high of 97 percent, according to National Association of Realtors research. With that in mind, speaking the same language as your potential buyers or renters is key to attracting them to your property and, eventually, convincing them to sign a lease contract.

The first thing you need to do when marketing your multifamily property online is to put yourself in the prospects’ shoes. What are they searching for? How are they searching for it? Depending on the answers, you can pick the right keywords for improving your online marketing strategy.

CATER TO YOUR AUDIENCE’S INTENT

Choosing the best keywords means optimizing your content for search intent. Think about your prospects’ purpose when searching online: Are they looking for general information? Do they want to visit a specific website? Have they already decided they want to rent or buy an apartment, or are they simply doing some research to see what’s out there?