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Get on line with the Internet: It's time to take advantage of this universal marketing tool
June 2011
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Jessica Green, Marketing Director,
Greenwin Inc.
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By Clare Tattersall
The Internet has revolutionized the way marketing is done. Before the Internet, businesses relied heavily on traditional methods of advertising – newspapers, magazines, flyers and word of mouth – to attract people to their properties. As a result, they only reached a very limited public in a specific area. Now, with the Internet, apartment landlords can reach a much broader audience. And because the virtual world has no physical limitations, online marketing can help grow a business beyond its current locale.
“The web (is) the new way of communicating,” says Jessica Green, Marketing Director for Toronto-based rental veteran Greenwin Inc.
There are a variety of different methods of marketing on the Internet today, from utilizing social media to blogs, but nothing defines and builds a brand like a website does. Having an online presence has become as important and necessary as having a phone number.
However, simply creating a website isn’t good enough. Almost all businesses have a website these days, so it’s important that it stands out. Beyond being attractive, a website should be easy to use, says Green. As well, a website’s content should be relevant and updated regularly.
“(Apartment) owners and managers should invest time in updating their websites because it’s the face of your company,” she says. “New renters will most likely see your website before seeing your product, so if it’s unkempt and outdated you’re automatically losing points.”
If developing a website for the first time or updating an existing one, it’s best to invest in creating a fresh, contemporary homepage. After all, this is the gateway page from which Internet users decide whether to delve further into a website or not.
At its base, the homepage should include all main navigation links and, more importantly, a brief description of the company and the services it provides. Suitable images should be used to reinforce the company’s message and brand identity.
Other areas to focus on include developing a blog and news pages. Both are great ways to disseminate corporate information, industry-related content and upcoming events.
“(This) drives traffic to the website, which ultimately improves your Google rankings,” says Green.
And the higher up a company is in the rankings, the more clicks it will receive on its website.
“The larger your fan base is, the more of a presence you’ll have … (and) essentially you want to be everywhere potential renters are.”
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