Your Property Management Website Home Page Should be a Traffic Cop

David Borden

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November 21, 2013

Tip #5 "How to Grow a Property Management Business Through a Website"

Property management websites have at least 4 different types of personas that visit the site:  Current Tenants, Potential Tenants, Current Owners, Potential Owners.  Many property managers also do real estate sales, commercial management, and a myriad of other related business operations.  It is impossible to effectively communicate to all of these different customers on the front page of your site.  Instead, property managers should create call-outs or calls to action to all of their personas to drive them to the content that they are interested in. These call-outs act as a traffic cop for your website traffic.

In addition to creating a great user experience for all of your different personas, this practice also puts your conversion metrics on steroids. Conversion metrics are what happens when a visitor lands on your page, and are tracked heavily by search engines.  If a visitor leaves in a few seconds, the search engin can assume that they did not find the content that they were looking for and your search engine rankings might suffer.  If they click on one of your call outs to visit the content that they are interested in your bounce rate drops, time on site and page views go up, and the search engines love your conversion metrics and send more visitors your way.

Creating call outs also creates internal links to relevant content, another practice that search engines love.  Search engines love to send their visitors to the most relevant content for their searches.  If your site has great conversion metrics, search engines are happy.  Here are some examples of sites with great calls to action:
Estimated search impact of home page traffic cop 3-5%



About the Author

David Borden

David Borden

With a resume that includes West Point graduate, Captain of the West Point Team Handball team (which, interestingly, is also referred to as “Borden Ball” around the world. Google it. We’re not sure which name came first, but we’re pretty sure Dave could tell you), US Army Chinook helicopter pilot and Co-founder, President & CEO of what is now the leading website in the country for advertising long term residential rentals, it stands to reason why Dave has a place at the PMW kitchen table: his appetite for success. And, well, because he keeps us laughing.

As our resident funny-man (possibly self-proclaimed), his booming voice can be heard spreading the PMW gospel to anyone who’ll listen. And, frankly, even those who have no interest in property management. (Don’t they teach “Inside Voice” at America’s oldest military academy?)

But his high-decibel, funny ways become awfully serious when it comes to staying one step ahead for the good of our customers; because Dave has been there. As a second-generation property manager from Colorado Springs, CO, he knows the struggles that property managers go through and painstakingly dissects every step of their process to come up with ways to ease their burden.

As former CEO & President of RentClicks (which went on to become Rentals.com), he strategically positioned their business to become NARPM’s first official partner and was awarded NARPM’s National Affiliate of the Year three times.

When he’s not devouring industry information at our kitchen table, you might find him bellying up to a plate of wings while watching his beloved (understatement) Broncos, flipping channels in search of a historical documentary, searching out a tennis match or preaching the ways of the world to his pre-teen sons, Andrew and Brady.