Richmond Portfolio Ditches ILS in Favor of SEO/Google Ads

Results Summary:

  • Click-through rates x2 over industry standard
  • 166 phone calls per month from Google Ads
  • Doubled property website traffic

This Richmond portfolio of 7 apartment complexes and townhouses (Class B/C), between 50 and 200 units each, needed better marketing with defined results. The Owner/Manager wanted more control over their marketing message with Google Ads and felt one of their Internet Listing Services (ILS) could be dropped.

The Owner/Manager had recently rebranded and updated their websites when they contacted Rentbot. Their current ILS that was underperforming in the exposure and leads generated, and they wanted to improve their reach with SEO & AdWords. This would eventually save money, while dramatically increasing website traffic and website-generated leads

1. SEO 
After performing an SEO Audit, Rentbot first made a number of structural and on-page adjustments that improved the websites’ SEO foundation.
Then Rentbot worked directly with the websites’ original developer to save the Owner/Manager time and ensure quality. The slew of changes included upgrading from HTML4 to HTML5 and improving security with SSL.
Once the websites had a firm SEO foundation, Rentbot researched neighborhood-specific keywords for each property. This SEO strategy supported the Google advertising campaigns that were set up to start driving more traffic immediately.
2. Google Ads
This client’s properties ran the gamut—apartments and townhouses, standard and tax credit, all in different neighborhoods with unique qualities and amenities. Rentbot managed the geo-targeted ad campaigns encompassing this diverse group of properties.

Within the first year of partnering with Rentbot, here’s what happened:
  • Double-digit increases in overall traffic
  • Average click-through rates (7.73%) that are double the industry standard (3.71%)
  • 1,330 total phone calls
  • Total traffic growth increased by 29% to 74% comparing year-over-year website sessions.
  • New users on the websites doubled on average when compared comparing year-over-year.
  • SEO benefits ranged from modest single digit percentage increases to 40%, 46% and 106% for one property.