Yesterday I gave you some ideas on how you can turn your online visitors into prospective tenants – the idea is building a conversion system which gets those people visiting you who are interested in your properties and basically getting your properties in front of their face with the understanding that you have what they want.
The question then remains – what do you do with the rest of your visitors?
If you have established a website with ongoing updating content – usually in blog style form – then chances are you will eventually start building a traffic of visitors that are interested in the topics you are discussing. But unless every article you write is about the fantastic properties you have to offer (I recommend not writing everything about your properties…make it interesting and engaging on different levels), then you will have people visiting your website who are not interested in renting with you – ranging from they may not be looking to rent to they may not even be in the same country.
This doesn’t mean that you should ignore these people. In fact I think it’s a disservice to the people visiting your site if you only pay attention to them when they are potentially going to fill your vacancies – that’s not thinking about the end user, that’s thinking about yourself.
I’ll start with this because the simplest thing you can do with your site is to place advertisements on it. While your ultimate goal for your website is probably more tailored towards supporting your offline business of property management, you might as well leverage the content and effort you are putting into your online presence.
In yesterday’s article we talked about setting up a way to convert visitors and that involved basically advertising for yourself within your own website. Don’t think of advertising as a way of making money – think of it as a way of offering your visitors something helpful and related to what you have, but which you can’t provide. If you approach advertising in this way, then you will find yourself scrutinizing a bit more and you will provide higher quality ads (which will ultimately be clicked on more).
Aside from setting up avenues for which you can make money, there are several ways you can serve people visiting your site who may not be interested in becoming your tenant. These methods really help anyone who is visiting your site, so I think you should consider these processes regardless.
Point your visitors to your most popular content. When you write or film a piece of content, and it gets shared and commented on and it’s clearly a piece that many people enjoy, you should do what you can to point your new visitors towards this content. If the first things they see when visiting your site are great examples of high quality content, they will be more compelled to invest their time and energy visiting you again. This process can be done by any of the methods spoken about yesterday (side bar notifications, landing pages etc).
Start an emailing list with a freebie. That is, put together a small digital download – such as a small book, pamphlet or otherwise – which isn’t an advertisement for yourself but which is tailored to help whoever reads it. Example: “A Guide to Green Apartment Living.” You offer this as a download in exchange for the email (use a email subscription tool like MailChimp), and then you have another way of leveraging your visitors – use the email list as a way of keeping in contact with previous visitors long after they leave your site.
There are of course many more methods and concepts for converting your visitors than what I have listed – just understand that the core concept is to leverage what you have already established in your online presence, and use these tools to heighten the user experience. Help people, and they will help you back.