Your website is the foundation for all of your digital marketing efforts. A study by Google has shown that almost 80% of tenants and investors search for real estate online. This means your website is critical to gaining brand visibility, acquiring prospects, and helping drive sales and lease-up efforts for your company. That said, there are a few strategies that are highly likely to have a strong impact for you in 2017. Here are our favorite ideas.

1. Get a Responsive Website – Ensure your website is optimized for mobile devices. Your ability to reach and attract more potential tenants and investors increasingly hinge on the user experience of the website displayed on their device.  In order to communicate your brand and services effectively, it is crucial that your site is optimized for all platforms (iOS, Android, Windows) and devices (desktop, smartphone, tablet).

2. Maintain an Active Blog – A company blog is a great marketing tool that can have a massive impact on search engines, social media visibility, and a great place to begin a dialogue with your potential client base. Educate your clients with tips and advice, highlight lease transactions, key company updates, and discuss relevant industry and local market news. As an expert in your field, this is your chance to demonstrate your knowledge and position yourself as an authority – and invite comments and suggestions from your readers, of course.

3. Update Company News – If a blog is too resource-intensive, you could consider creating a news section on your site to feature important company updates,  press releases, and survey/research results. This will give search engines (and your clients) a positive signal that your company is active and growing, a very valuable and important trust factor. Also, a new section typically requires less commitment on your part and will be easier to maintain

4. Publish Market Reports – A valuable real estate marketing idea would be to create a local market report for the markets you operate in. Include data points like rentable square footage (RSF), average rent prices, vacancy data, absorption rates and any significant transactions. Highlight it on your website as a monthly (or quarterly) feature and you will surely generate more eyeballs and interested readers.

5. Create Videos – Videos are a powerful medium that is still not very prevalent in the marketing mix real estate investors. Not only do marketing videos give your audience a different kind of medium to interact with (and one that generally encourages them to spend a while on your website), but this also allows you to better showcase your company, your properties and make yourself stand out from competitors.

6. Include a newsletter sign-up This is an easy and free way to help you build up a database of potential clients and partners. Even if you don’t yet have a concrete email marketing strategy in place, it doesn’t hurt to ask for emails and start building your list in the mean time.

7. Improve SEO – Make sure your real estate website ticks off the right boxes in terms of SEO (Search Engine Optimization). An effective SEO strategy can help generate massive “free” traffic from Google and other search engines and help you generate visibility for targeted keyword terms related to your business. More and more potential tenants and investors are using online searches to research properties, don’t be left out of the game.

8. Consistently Track Your Results – At a minimum, make sure you are running Google Analytics on your website to track marketing performance and make sure you look at results at least once a month. This will help you make better, informed marketing decisions and enable you to understand if your website is having any significant impact. If your website is not generating prospects for your company or property, it’s time to revisit and take action.

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