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WEBSITE CHECKLIST. Property Management OPTIMIZE YOUR WEBSITE & MANAGE YOUR ONLINE REPUTATION

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WEBSITE

CHECKLIST

OPTIMIZE YOUR WEBSITE &

MANAGE YOUR ONLINE REPUTATION

Brought to Y

ou By

On-Site

PayLease

Casey Van Zandt

Professional Equity Management

(2)

TABLE OF CONTENTS

Website

Tools 1

Photography

2

Call

To

Action 3

Responsive

Design

4

Security

5

Claim

Your

Listing 6

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Leasing and Payment Tools Are a Necessity

For a full online leasing experience, there are seven key online tools you can integrate into your website to attract and retain residents. A prospective resident doesn’t even have to set foot on your property until move in day if you provide them these website features (if they don’t want to). And by providing them convenient tools like online rent payments and online maintenance requests, they will want to remain a resident long-term.

WEBSITE TOOLS

Rent Payments

Package Notifications Tenant Screening

Lease Renewals Maintenance Requests Online Applications Lease Agreements MAINTENANCE REQUEST

MOBILE TOOLS

ELECTRONIC FORMS

1

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PHOTOGRAPHY

Stock photography is a turnoff to most prospective renters and doesn’t accurately portray life at your community. Not to mention your competition could be using the same stock photos. Instead, hire a professional photographer to take photos of your community.

Real People and Places

Stock Photo Zombies

Images on social media do not need to be professional. People want to see real content that could have been taken on a mobile phone. For example, rather than posting a stock photo of people at a pool party, snap pictures of your residents at the pool and post them to your social sites. Build an arsenal of photos by regularly taking pictures around your community.

Social Media

Quick Tip

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CALL TO ACTION

Incorporate Clear Calls to Action

Residents and prospects visit your website for very specific reasons. Make it easier on them to find what they need by using clear calls to action like Pay Rent, or Apply Now in large font and above the fold.

Definition:

Above the

Fold

Used originally to describe newspapers, “Above the Fold” refers to the portion of the Web page that is visible in a browser without scrolling. Because users engage more with content that is above the fold, key website functions such as an “Apply Now” or “Pay Rent” button should always be located above the fold.

Color Theory Tip

A powerful, blue button won’t stand out on a page that is dominated by that same color. Choose contrasting colors for your buttons to have your call to action stand out on the page.1

1 Adpearance, Color Theory and Landing Page Buttons, http://adpearance.com/blog/color-theory-and-landing-page-buttons

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RESPONSIVE DESIGN

Use Responsive Design

With a responsive design, your website automatically responds to the size of the device you’re viewing it on. That means your team only has to maintain one website and residents don’t have to download an app – a win-win for everyone!

Did You Know?

Nearly 1 in 5 visits to a biller’s website come from a mobile device - a 55% increase over 2013.2

Yes

82%

No

18%

Consumers Visit Biller Sites Mostly for Billing and Payments3

In the last 6 months have you visited the website of any company from whom you receive a monthly bill?

82% 45% 22% 18% 17% 7% Pay a bill Access a monthly invoice or view billing payment history Shop for products and services Use online self-service options Contact customer service Take advantage of marketing offers

For which reasons?

2 Fiserv 2015, http://newsroom.fiserv.com/releasedetail.cfm?ReleaseID=903496 3 Fiserv 2013, https://www.fiserv.com/resources/413-13-17891-COL_2.5_RP_SixthAnnualBHS-2013_HR_121013.pdf

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SECURITY

Grill Your Vendors on Compliance

A data breach can be disastrous for a property management company. Any vendor handling resident information needs to have the highest security certifications available. Online payment and leasing vendors should be PCI Level 1 compliant and E3IPA certified.

What is PCI Level 1

The Payment Card Industry Data Security Standard (PCI DSS) regulates the security and business processes of service providers that store, process or transmits consumer credit card data. Transactions processed comply with the most stringent security standards. Level 1 is the highest level of compliance available for payment merchants.

What is E3IPA

Experian Independent Third Party Assessment (EI3PA) requirement, closely based on the Payment Card Industry Data Security Standard (PCI DSS), establishes 12 requirements for organizations to assess their security measures in protecting consumer data supplied by Experian. (http://www.secureworks.com)

Free Download

SECURITY

CHECKLIST

Is your company

doing everything it can to protect resident data? Read our Security Audit Checklist to find out

DOWNLOAD

https://www.paylease.com/corp/resources/security-audit-checklist/

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CLAIM YOUR LISTING

Claim Your Listing on Google and Yelp

Drive more traffic to your communities and your website through Google My Business. It’s free, and will put the right information about your property on Search, Maps and Google+. This includes your website, operating hours, directions and contact information. It will also give your website higher search rank and give you the ability to respond to reviews. To claim your listing visit: www.google.com/business

To claim your listing on Yelp go to: https://biz.yelp.com. This will allow you to respond to reviews privately and publicly, add photos and links to your website, and update important information such as your business hours and phone number.

Did You Know?

50% of Smartphone

users & 34% of

computer/tablet

users visit a store

within a day of their

local search.

3

Definition:

Search-Engine Optimization

The methods used to boost the ranking or frequency of a website in results returned by a search engine, in an effort to maximize user traffic to the site:

The first step in SEO is to generate keywords that are relevant to your site’s content.

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MANAGE YOUR REVIEWS

Take Control of Your Online Reputation

Do you know what people are saying about your community? If the answer is no, it’s time to find out. Search review sites like Yelp, Google, and Facebook and identify your

communities current online reputation. Use your negative reviews as an opportunity to improve your business. If there are common complaints, identify the issues and get to the source of the problem. Respond to negative reviews in a timely and professional manner with the goal of taking the conversation offline. Your response will show prospects that you care about community and are committed to quality service.

Prospects Care About Your Reviews

46%

of renters look at ratings and reviews when searching for an apartment.

49%

of renters have the perception that if you respond to online ratings and reviews, you have good customer service.

90%

of renters care on some level whether property management team is responding to reviews. Only 10% weren’t concerned with reviews at all.4

4 Satisfacts’s 2014 Online Renter Study, http://www.on-site.com/online-apartment-reviews-7-tips-you-need-to-know/

How To:

Google Alerts

Set up a Google Alert for your company name so you can monitor your reputation on an ongoing basis:

1. Go to google.com/alerts and login in with your Google account. If you don’t have a Google account you will need to set up your own free account.

2. Type in your management company name or keywords you’d like to monitor. Using the “Show Options” button you can customize your settings.

References

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