How Paid Search Helps Property Management Companies Increase Signed Leases

a person using a laptop with a graphic overlay of apartment listings in the air

Our Kansas City Digital Marketing Agency Can Help You Create a Successful Strategy

The modern apartment seeker is headed to one place, and one place only, to find their next home: the internet.

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A recent survey by Entrata, a multifamily real estate tech company, revealed that renters rely on what they can find on the web about apartments for rent – and sometimes they even skip the in-person tour in favor of online options.

The same survey found that 25 percent of apartment hunters had signed their lease without physically visiting the apartment. They were satisfied with the 3D tours, detailed information, and other data available on the internet.

And if you’re a property manager, you should be running with this knowledge to turn your website and digital marketing strategy toward improving apartment seekers’ online experiences.

iFocus Marketing, a Kansas City ad agency, can help you not only ensure your website works well, but also that apartment hunters can find you online when they use their favorite search engine. Paid search ads can get you signed leases.

What Is Paid Search Anyway?

Let’s perform a quick test. Minimize this window – you’ll want to come back to it – and open Google. Choose a search phrase that an apartment seeker might use, like “one bedroom apartments near me” for example.

Take a look at the top few results. We’re betting you see some with the word “Ad” in front of them. Voila! That’s a paid search ad.

Paid search ads only show up when a user searches relevant terms that you and our marketing team choose for your campaigns. You only pay for the ad when someone clicks on it, making it an affordable way to connect with potential tenants. You agree upon the cost per click when placing the ad, so you only spend the amount of money you’re comfortable with and can never go over budget.

Why You Need Paid Search As Part of Your Digital Marketing Strategy

Google, by far the most popular search engine, processes more than 3.5 billion searches per day. Statistically, most web searchers click one of the top three results on the first page of the search engine results.

Paid search puts your apartment complex ad at the top, even if you wouldn’t make it up there on organic keywords alone. Best of all, paid search ads get about 41 percent of the clicks – and that means you’re getting attention from people who probably want to sign a lease with your property management company.

What Makes a Great Paid Search Ad?

Good news: your property’s website probably already contains the right information to spark an effective paid search ad, and you can look to your competition for inspiration.

Effective paid search ads should include the right keywords, both long-tail and branded. You can further drill down when your ads will appear by choosing negative keywords – those words that apartment hunters enter that aren’t relevant to your property.

A well-crafted paid search ad considers your demographic and targets them when they search, drilling down by location, gender, age, household income, marital status, parental status, and more. When you know your demographic, you can ensure your paid search ad reaches only them – and that’s a smart use of your marketing budget.

iFocus Marketing Monitors and Optimizes Your Ads For You

While you could certainly attempt to set up your own paid search ads, it’s advisable that you work with a team who understand the ins and outs of digital marketing.

For example, the paid media team at iFocus Marketing continually optimizes and monitors your paid search campaigns. If a tactic isn’t as successful as we believe it should be, we can change it until you’re getting the signed leases you need.

How do we do it? Extensive experience with paid search, of course, but also by using Google’s machine learning to improve your metrics.

We’ve Done It Before, and the Best Digital Marketing Agency in Kansas City Will Do It Again

Although we don’t specialize in any one industry (because we love helping everyone equally, and we’re good at it) we have lots of experience helping property management companies and apartment complex owners get signed leases.

Paid search is a great digital marketing strategy for apartment leasing. But creating omnichannel marketing campaigns does even better – think social media, search engine optimization, and online reputation management.

To get your customized plan, contact our marketing agency near you for a free discovery call. We’ll talk to you about your current strategy, what your competitors are doing, and where you have the opportunity to secure the attention of even more of your audience – even on a strict budget.

Contact iFocus Marketing by sending us a message on our website, or by calling us at (913) 708-8567.

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