SEO is a huge headache. With constantly changing standards and tons of competition, it’s a challenge for any property manager. But as more prospective renters look online and the lines between a real-world and internet presence star to blur, it’s also more important than ever.
Thankfully, SEO doesn’t have to be as hard as you may think. Scott Safadi from Cal Bay Property Management uses these strategies to promote his business. Update Your Website Your website is the most important part of your online presence, arguably even more than your SEO. It should be well-designed, user friendly, and attractive. If it’s none of those things, Google and other search engines may eventually remove it…and that is definitely not good SEO! If you haven’t updated your site in a while, take a good look at it. Is it easy to find relevant information? Is it optimized for mobile platforms? Are your security certificates up to date, if you use them at all? One often overlooked aspect of websites: alt text. Alt text is invisible text embedded in HTML, originally designed for accessibility purposes. For instance, a blind user could scan a webpage with a special tool and mouse over an image that would then tell them “beach near Los Angeles.” Search engines also use this text to help analyze the content of a page. Make sure you have it implemented! Take Control of Your Google Business Page If you ever open Google Maps or search for a business name, you may notice a sidebar with hours, location, and reviews. This is your Google business page, and it exists whether you want it to or not. You should leverage it as carefully as Facebook, Yelp, and other listings. You can easily verify your ownership and then start tweaking the page yourself! You can respond to reviews, add your own photos (including 360 virtual tours of your property and units), and align the description with your overall keyword strategy. Get a Good Keyword Strategy Speaking of an overall keyword strategy, you need one. A keyword strategy analyzes what people actually search for. By knowing what people look for, you can expand your website to target specific keywords. For instance, if your property has fireplaces in every unit, you can create blog posts that invoke a specific search phrase like “apartment with fireplace.” Start first with broad topics – apartment listings, property management – and then drill down. “Chicago properties” could become “Chicago properties for rent in Hyde Park.” Tools like Google Adwords can help you finalize your strategy. - Scott Safadi, Cal Bay Property Management
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The tenant background check has long included a check of the person's credit. It's a good snapshot look into the general habits and bookkeeping skills of a potential new tenant, but doesn't always tell the entire story. Still, it is one of the best predictors of a person's ability to consistently pay their bills. Surprisingly, though, only about half of landlords run a credit check before they approve an application. While credit checks can be expensive, the cost can also be passed on to the applicant, so there is truly never any reason not to run one. Scott Safadi of Cal Bay Property Management recommends educating yourself on these three key tips before implementing this policy in your office:
1. Always disclose credit checks. While specific rules vary from state to state, it is generally a bad idea to pull someone's credit without letting them know first. You'll need their permission to do so, and you'll need to inform them that any negative information could prevent them from being approved for an apartment. 2. Splurge a get the report that comes with the FICO score. A basic FICO score will give you a number and not much else. Spend a little extra and you'll get way more information. You can look for recent late utility payments, late rent payments, late car payments and phone bills. Even information about the person's outstanding collection amounts will be made available to you, giving you unique insight into their financial history. 3. Do not use the information you learn to discriminate. There are a number of Fair Housing laws in place to prevent discrimination based on race, gender, age, or religion. Even if you base your denial of an application on a low credit score, there is a chance you could be accused of discrimination. With this in mind, it's important to establish a policy to point to when such accusations arise. Establishing a minimum credit score for renters could help you avoid accusations of discrimination. Credit checks are just one tool to use when screening tenants, but they can be some of the most important. Whether you decide to use them or not, learning as much as you can about how they work and what they tell you about a potential new tenant is incredibly valuable. Pass on this information to all of your employees who assist with the leasing process! - Scott Safadi, Cal Bay Property Management Much has been made about the evolution of LED lighting. Since becoming mainstream over the last decade, LED lights have exploded in popularity, with a market of more than $30 billion dollars a year. As LED technology continues to improve, the lights will last longer and become more affordable than ever. Any apartment complex hoping to save money and time should consider investing in LEDs.
Whether you plan to retrofit an existing system or plan for a new lighting system altogether, Scott Safadi of Cal Bay Property Management recommends comparing the maintenance cost of regular lighting versus LEDs. You might be surprised by what you find. Generally, LEDs are far less expensive because of the reduced maintenance costs associated with their use. Compared with traditional incandescent lightbulbs, LEDs are a real bargain. While you might be purchasing fewer bulbs because of their longer lifespan, LED lighting opens up a whole new world of opportunities for users. In fact, your tenants may even begun incorporating LED lighting in new and unexpected ways. Light bulbs with speakers attached are becoming trendy, particularly with recessed lighting. Whether you incorporate lighting and music in the entertaining areas, the kitchen or the bathroom, you're sure to put a smile on the faces of your tenants. LEDs save on maintenance costs, but they also make financial sense when you consider the reduced energy used. Less energy means a lower electric bill. The United States Environmental Protection Agency says that LEDs reduce energy usage by 60 to 70 percent and last fifteen times as long. LED lightbulbs affixed with the Energy Star logo have been said to save users an average of $45 a year. In some cases, utility companies even offer rebates on LED certified lightbulbs and fixtures. Check with your local electric company for details. The world is evolving, and as attitudes towards global warming and environmentalism shift and become more mainstream, more and more tenants will look to your policies and materials in the hopes of living some place green and Earth-friendly. With this in mind, LEDs have virtually no downside. Because they are simple to install, affordable for your budget and you pass on savings to your tenants, there is no reason not to start rolling out your community's LED lighting plans as soon as possible. - Scott Safadi, Cal Bay Property Management |
AuthorScott Safadi leverages extensive experience in the real estate industry to serve as the CEO of Cal Bay Property Management (CBPM), which he founded in Palo Alto, California. Archives
January 2020
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