5 Reasons You Miss Out on Property Management Website Traffic

According to a study of over 4 million Google searches, 0.63% click through to the second page of Google when searching for information online. Let that sink in for a minute. Zero point six-three percent.

That’s approximately one person for every TWO HUNDRED potential clients looking for you online. If your website is buried at the bottom of the list, you’re losing thousands in potential earnings.

Why Do I Have Low Property Management Website Traffic?

You’ve got the listings, the fancy branding, and the expertise, but where are the eager tenants and property owners? It’s like throwing a stellar party and nobody RSVPs. What gives?

The Google algorithm is a finicky beast. It’s why many companies invest thousands annually trying to build an optimized website that will deliver impressive results. Modern SEO specialists spend hours building backlinks, crafting new content, and optimizing sites down to the finest detail, all in an effort to game the system and end up on top.

If you’re like most property managers, you likely don’t have thousands to throw at your website. While money can make things easier in the property management website traffic game, there are certain problems you can address without spending a fortune.

1. Your Site Isn’t Ready for Mobile Visitors

The average American spends five hours on their cell phone every single day. That’s not an exaggerated statistic meant for shock value—that’s the everyday Joe’s regular phone time.

A lot can take place in that five hour window, including countless Google searches. Estimates show that more than 60% of all searches also take place on mobile devices, outnumbering those that take place on traditional computers.

Are you getting the picture? Responsive design isn’t just a trend; it’s a necessity. Imagine potential clients trying to navigate a clunky, non-responsive website on their smartphones – the frustration is real, and so is the bounce rate. Google, the digital gatekeeper, values mobile-friendly websites, prioritizing them in search results. So, if you’re not on the responsive bandwagon, you’re losing not just visitors but also SEO brownie points.

2. Your Content is Too Thin

Far too many property management websites only focus on making a compelling sales argument. These are your pain points, this is our service offering that addresses those issues, and here’s how much it will cost you. There’s not much else on the site and updates are few and far between.

While that’s a good starting point, it takes a lot more effort to establish yourself as an expert in your market. And establishing authority isn’t about bragging rights— it’s actually one of the main ways to supercharge your content and get ranked higher on Google.

Put yourself in the shoes of your clients. Let’s imagine you’re an investor with a small portfolio of single-family homes in San Diego, for example. The city council just passed an ordinance making evictions harder for tenants who fall behind on their rent. What’s your first thought? “How is this going to impact me?”

Your property management competitors are going to pounce, creating new content geared for search queries like “San Diego eviction ordinance for rental investors.” And, when a potential client lands on those articles, they’re going to be ushered into a sales funnel. Get the picture?

In short, to be a leader in your niche, you need to provide in-depth, comprehensive content that showcases your expertise.

3. Your Site Speed is in the Toilet

Internet users in 2024 are accustomed to lightning fast responses to their search queries. In a world where platforms like TikTok and Instagram have reduced the average person’s attention span to mere seconds, nobody is sticking around if your website takes longer than a few moments to load.

A number of factors impact your site speed. Hosting large photos and videos on your site is one common error. Hosting your site on a cheap shared hosting platform like GoDaddy or BlueHost can also cause issues.

Google offer’s a site speed tool you can use to see if site speed issues are hurting your property management site.

4. You’ve Neglected Local SEO

Think about the last time you searched for a local business. Maybe you needed a locksmith to get you out of a jam or a florist to send your special someone flowers. How did you find a business in your area?

You not only looked at search results, but you probably prioritized the local SERPS. SERP simply means search engine results page and when a Google’s user’s location is included in the search, the result returned often show a local pack. This is the box that showcases your business.

If you’re not showing up local searches but your competitors are, you’re likely losing out on hundreds of potential visitors every month. A number of things can impact local SEO: bad or missing citations, inconsistent NAPs (name-address-phone number), or an unclaimed Google profile, to name a few.

If you haven’t ever given any thought to local SEO, you need help getting things in shape. DoorGrow actually offers a local SEO optimization service, ThunderLocal, which we use to help our clients to get more out of their search results. You can learn more about it here.

5. Your Online Reputation is Garbage

Is a bad online reputation bringing you down? When people take a look at your Google Reviews or Yelp profile, does everything look rotten?

Let’s face it, you can’t make a first impression twice. Investing in incredible branding and professional photography certainly helps solidify consumer perception of your brand, but if every one of your past clients has negative things to say? There really is no outrunning that.

While managing bad online reviews is a challenge for property managers everywhere, there are tools and resources available that can help you to boost your positive reviews and prevent those bad ones from showing up in the first place. If you haven’t already, consider implementing a tool like GatherKudos to tackle rotten reviews at their root and set yourself up for longterm success.

Is your website in need of some help? Turn to the DoorGrow team! We’ve built high performing websites for hundreds of property managers across North America, and we offer tools like online reputation management, local SEO optimization, and blog writing to help you improve your site! Schedule a free consultation today.