How often have you looked at your properties web page, Internet listing service or called the office phone to listen to the voice mail message?
There are a number of valuable reasons to complete these “self checks” at least monthly.
It’s important to know how easy or difficult it is to locate your internet presence. Not unlike the newspaper or yellow pages advertising gimmicks of starting an ad with AAA to be at the top, having an internet listing buried on page three or four isn’t going to generate many leads. Updating specials is critical to the effectiveness of an Internet ad. Reading a web page with special including an expiration date that is long past, indicates little interest on the part of the advertiser, if the special is outdated, the accuracy of all information is questionable.
Featuring different apartment styles on a rotating schedule can assist in refreshing the content on the Internet listing, including current information with social programming adds more value to the content.
Is the leasing team using a template to respond to Internet inquiries or are the responses generated individually without structure or format? How quickly are responses to Internet inquiries generated? Without testing or shopping your own property, you can’t know how your property is being presented.
Surfing Craig’s List will show how often ads are being refreshed, as well as confirming the ad is active and not a victim of ghosting.
Depending on your property location this may be the last opportunity to refresh the photos used for Internet advertising and other marketing pieces. Changing up photos from time to time can offer a fresh appearance to your property advertising.
Photos with seasonal decorations, Autumn leaves and clear blue skies will continue to offer a positive image of the property through winter months dominated by grey skies and piles of snow in northern climates.
Just as it’s important to test shop internet advertising, testing phone numbers listed for the property can prevent a huge variety of errors. Most properties advertise phone numbers for tracking services, so an error with a phone number may not be easily identified. If tracking services have changes,are all of the numbers changed in the ads? Without making a few phone calls to test the phone numbers, valuable leads could be lost. If the property is self-hosting voice mail, how well does the message sell the property? How’s the audio quality? Are you able to leave a message more than 5 seconds?
Including monitoring web listings, emails responses and the voice mail presentation every month on the marketing calendar will keep all aspects of the property advertising fresh and accurate.
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