In the highly competitive multifamily market, modern management brands need their online presence to attract, inform, and close customers, turning passive browsing into new leases. At Neoscape, years of experience working with clients have shaped our recommendation that a single, centralized digital presence is best practice, rather than dividing by region or city, or creating individual sites for every property.
What makes a consolidated site more effective than several sites?
A consolidated digital presence allows property management companies to leverage their portfolios to carry more content. This gives Google’s site crawlers more information to crawl and latch onto, potentially resulting in the site ranking higher on more search results pages. Splitting sites up can have the opposite effect, giving search and generative engines less information to bring before potential clients.
Multiple sites can “cannibalize” or steal traffic from one another, resulting in all of them seeing less reach and lower traffic. Content options also become much more limited, as the scope of the site and voice of the brand are narrowed. Keywords become specific and competitive.
Increase time spent on the site to improve SEO
By converging multiple property sites into one cohesive location, companies can encourage greater engagement from users, and discourage them from jumping to competitor sites. The longer users stay on a site, the more favorably Google will rank it. Additionally, these users can be directed to properties fitting their search that they may not otherwise have seen if they were browsing smaller, separate sites. Instead of a user reaching the end of a single-page site and leaving, they may continue exploring to find what else may fit their requirements.
An approach that can benefit small and national brands
Brands like our client Bell Partners use this technique effectively – when we redeveloped their corporate website several years ago, we included functionality that gathered all of their apartment offerings in one place, giving users the option to narrow their search or to expand it to nearby Bell properties. This gives users more information with fewer clicks, reducing friction and increasing engagement. While Bell Partners is a national brand with properties across the United States, this approach can benefit smaller regional organizations as well.
At Neoscape, we can help you find the balance of maintaining the brand voice of individual properties and aligning with best practices for search engine and generative engine optimization. Contact our team today to learn more about our digital marketing and website development capabilities.
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