The Benefits Of Having A Blog On Your Rental Property Website
Blogs have the potential to drive significant traffic to your property’s website, helping to fill vacancies quickly. Yet it takes time to create high-value blog posts. Explore the pros and cons of adding a blog to your website, so you can determine whether the rewards of blogging will be worth the cost and effort.
Advantages of Blogging for Your Rental Property Website
The main advantage of blogging is increased traffic, as long as you’re blogging often enough. Frequency is key: A study indicated that companies blogging 16 or more times per month received three-and-a-half times as many leads as companies blogging four or fewer times per month.
By focusing on evergreen content over newsy content, you can help ensure your blog is relevant long after a particular event has passed. The best blog content is aimed at your target audience, which is the general renter audience your properties attract. Perhaps your rentals are near a college, so professors and students comprise the bulk of potential tenants. If so, you can speak to their concerns — whether it’s public transit, free parking or the best restaurants that offer free delivery.
Blogging’s low price tag (it’s free, unless you purchase images or hire a writer) is appealing to property managers on a shoestring budget, who may not be able to afford to advertise their listings.
If the rental market is crowded, any competitive edge over other landlords can help you fill rentals quickly. Thus, it may be worth your while to blog, so you can differentiate your listings from others on the market. By blogging about amenities in common areas, posting tours of refurbished units, or showcasing neighborhood amenities, you can build interest and demand. The next time there is a vacancy, you may be able to fill it immediately using leads generated from your blog.
Disadvantages of Blogging for Your Rental Property Website
Expect to spend a lot of time blogging to see a payoff in terms of traffic. Landlords who manage their properties may decide they simply do not have time to blog. While you can hire a blog writer to create content for you, this represents an additional expense that some may be unable or unwilling to pay.
Along with the time it takes to blog, consider that blogging doesn’t translate into overnight traffic the way advertisements might. If you have a vacant unit you need filled ASAP, blogging isn’t the best way to attract tenants fast.
While cost and time are the main drawbacks of blogging, the rewards outweigh the downsides. If you create high-value blog posts, they will continue to advertise your property in perpetuity. Unlike an ad, which you must pay for every time you need to advertise, blogging is cost-effective and adds value over time, even if you discontinue blogging.
Blogging is one way to market your rental property, but there are many other methods you can use, too. By combining several marketing approaches, you can generate more interest and get units filled whenever you have a vacancy. American Apartment Owners Association offers educational webinars and landlord resources that can help property owners make the most of every rental.