Imagine yourself as a prospective renter browsing through two different apartment websites.
You’re well informed with both apartments’ similar floorplans, prices, features, and amenities. The only difference is that apartment “A” created a blog section that features a variety of topics on apartment living around their community, and apartment “B” doesn’t. Which apartment community leaves a better impression?
The fundamental purpose of an apartment website is to inform its residents and prospects. Pages like floorplan, amenities, neighborhood, galleries, map, and contacts are a must. Still, many property managers wonder if blog sections are necessary for apartment websites.
If you’re still wondering about joining the blog bandwagon, we analyzed the cost and benefits of blogging on your apartment website. After reading you can decide whether or not to put your marketing efforts into blogging.
Benefits of having a blog on your apartment website:
1. Drives significant traffic
Driving traffic visits to your website is key to meet your business goal of leaving no vacancy unit behind. Having a community blog can make your website more valuable because of the information and content created. People then are more likely to check out your apartment website and remember your apartment brand. The apartment website becomes not only useful for your current residents but also informative to your prospective renters.
Blog topics like community events, neighborhood information, and fun city activities will not only attract audiences within the community but also people who are planning on moving into the community.
According to State of Inbound, 82% of marketers who blog consistently see positive ROI and increased rankings in search engines. With the higher search ranking, your apartment will have a higher chance of staying on top of the search results and be more visible than your competitors.
Businesses who blog receive 67% more leads than those who don’t. With this information, we could conclude that apartment websites with blogs will have more leads than others that don’t.
2. Inexpensive way of marketing
Blogging is more budget-friendly for apartment communities if you have limited spending on advertising and marketing. First, your apartment managers are the experts in apartment floor plans, neighborhood, leasing, and moving. They can be the most informative bloggers for your apartment community, which means there is no need for outsourcing blog copywriting.
Second, your website is the best blogging platform. There will be no extra investment in blogging platforms since you already have a website. Your apartment social media can also be a promotional tool for your apartment blogs.
Finally, if you’ve got the blogger and the platform – you already have what you need to start a blog for your apartment today!
3. Lasting marketing value
Great content = great value. Blog posts can be consistent advertising for your apartment when people frequently visit your site over the information it provides. When your apartment blog posts show value for the visitors, they will be more interested in sharing or reposting your content.
If the content is on point, you will begin to notice that your blogs are contributing to your overall traffic within around six months.
Make sure your content stays relevant. Because blog post topics renew frequently, we encourage you to invest your time in evergreen content that maintains the same value in the long term.
4. Better audience targeting
Apartment blogs can be used to target different groups of audiences. Writing blogs that fit their interest and speak their language, and creating blogs that are tailor-made for your target audience for that blog post.
For example, if you are targeting college students, write blogs to highlight all the fun activities and convenient public transportation around your apartment community. If you are targeting pet owners, make sure to write blogs on pet events hosted around the city and highlight all the pet-friendly features within your apartment.
5. Provides useful content for prospective renters
A blog is an excellent source for your apartment community to emphasize the advantage of living within your apartment community. As apartment industry experts, you are expected to provide insight into the apartment knowledge better than anyone else out there.
Here are some examples of blog post topic that might just grab your prospects’ attention:
- Everything You Need to Know to Live in [Community Name]
- Top Ten Moving Tips, Make Your Apartment Moving Easy
- Pet Events You Don’t Want to Miss
- Top 5 Places to Explore When You First Arrive at [City’s Name]
Costs of blogging on apartment website:
1. Time consuming
Frequency is the key when it comes to blogging. Therefore, it involves consistent work. If you decided to blog on your apartment website, your team would need to spend a lot of time coming up with topics and creating content. Blogging can be very time-consuming.
According to Orbit Media, each business blog post takes, on average, 3 hours 16 minutes per piece to complete. The more frequently you post blogs, the more likely it is to increase traffic.
Apartment marketers need to think carefully about how much time they want to invest in blogging on their own.
2. Long time to see the return
If you decide to start blogging on your apartment website, don’t expect an instant return in traffic and conversions.
Based on this article, the average time it takes for a new blog to get traction in search engines is around 3 to 6 months.
Blog posts won’t drive immediate traffic nor attract tenants as fast as you think. As an apartment marketer, you need to have more patience in return and make plans for the long term.
3. Additional expenses in some way
Blogging is cheap, we agree, but it doesn’t mean it costs nothing. Time is money. The time it takes to invest in writing a blog costs time and energy when you could spend that time in other areas.
If you want to make it easier and choose to outsource your blog posts, you would expect to spend between $25-$150 on each blog post according to Sprout Social.
After evaluating the benefits and costs for blogging on your apartment website, we hope you have an idea of whether or not to add blogs as part of your inbound marketing approach.
We understand starting a community blog is hard, but we are always here to help. Our content experts are here to answer any questions you may have. Contact Us and get to know more about content marketing today!
Tong Zhao is a Digital Marketing Specialist specializing in analytics and reputation management.
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