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HIGHLANDS PROPERTY MANAGEMENT, INC:
Marketing Real Estate Online
Successful Website Promotion: Case History #2
Highlands Property Management, Inc.
Highlands Property Management, Inc. was incorporated in 2006 when it purchased the assets of a 25-year-old Denver-area property management company. In the two years since, the company’s website alone has been responsible for leasing approximately 85% of available properties, and the company has signed new management contracts with an average of two owners each month. (The number of new clients has been as high as six in one month.) The website is virtually the only marketing the company does.
Developing a Site Marketing Strategy
Highlands Property Management’s owners recognized that as a Real Estate company, the Internet could be an important marketing tool for them. Clearly, their category received lots of Web searches. And since they were headquartered in Highlands Ranch, with its affluent and highly-educated demographic, the Internet could be even more important.
The company manages local residential property, including single-family homes, townhomes and condos. The website needed to communicate with four groups: current tenants, owners of managed property, prospective tenants, and prospective new owner clients. Effective communication with the latter two groups were the key to growing the company.
The site includes information for each of these groups. The site includes a database of properties the company manages, including both standard information for potential tenants and photos. When a property becomes available for lease, Highlands Property Management can add this information to its “For Lease Now” page in a matter of minutes.
Executing a Marketing Plan
Free listings on Craigslist are used to market most of the properties available for lease. The Craigslist ads link to a page on the company’s website that provides more detailed information about the rental. From that page, interested parties can contact the company about scheduling a showing, or view information about other properties available for lease.
The company’s online marketing includes free listings among Craigslist Real Estate services category, listings in SuperPages and Google Local.
1st Click Consulting optimized the HighlandsPropertyPro.com site for several localized keyword phrases, and the company also has placements among Google’s sponsored ads for these phrases. As a result of the combination of natural search optimization and paid ads, links to the company’s website appear five times on page one searches for the most targeted keyword phrases.
In Conclusion
Highlands Property Management, Inc. is growing quickly with help from its website. The company’s marketing helps it attract quality properties and quality tenants. The automated nature of its online marketing helps the company stay in front of its potential market in an efficient and effective way that allows company staff to concentrate on meeting the needs of existing tenants and property owners.
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