Use Video to Grow Your Property Management Website... A Lot!

David Borden

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November 21, 2013

Tip #4 "How to Grow a Property Management Business Through a Website"

Putting good video content on a property management website  accomplishes almost everything that a property manager needs to make their website more effective in virtually every category.


-Customer Engagement.  If someone is visiting your company website for the first time, they have no idea what your business is about.  As far as they are concerned, you are just another property management company.  Adding a company video to your site will immediately link the business to its human ownership and create a higher level of trust and attachment than your competitors that do not have video.


-Conversion Metrics.  Conversion metrics are what happens after website visitors get to a site.  How many pages they look at, their bounce rate, their time on site are all examples of conversion metrics.  A good quality video with interesting content increases all of these items simultaneously and for the better each time it is watched by a visitor.


-Search Engine Optimization.  Google owns Youtube.  They probably give an unfair amount of credit to videos on Youtube, and the links and descriptions that are included.  When is the last time you saw a Vimeo or Daily Motion video in the search results?  Youtube videos consistently appear in search results for all types of searches. Youtube is also the second most popular search engine after Google. Youtube gives companies a chance to title videos with search terms, create links to websites, and create descriptions that can help explain a business and increase search engine rankings.


The above items are a brief summary of the benefits of video and do not even begin to fully explain the full value of using video to make your site better.  We recommend enlising the help of an expert in creating a video strategy.  We refer most of our video business to http://fourandhalf.com/  and/or http://virtuallyincredible.com/ .  They are experts in video and are specific to property management.


Estimated search impact of properly used video: 23-25%

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.