WHY YOU SHOULD INVEST IN A WEBSITE

This article was written for Occupancy Solutions Magazine. 

It’s all about why affordable housing professionals should invest in a website for their management companies and/or properties. 

This article was written to represent Streamroll, LLC. I work as the content manager for Streamroll.

Did you know that there are 4 billion people who use the Internet every day? That’s more than half of the global population. Over 90% of those users access the Internet on a mobile device. 

Now, what do these users visit when they’re on the Internet? Websites. Having a website is so important, especially in the affordable housing industry. This is because it’s accessible to anyone, anywhere, and at any time either at your fingertips or on a computer screen.

A website can be seen as an investment to many people out there and it is. It’s an investment that’s 100% worth it. So, why should you invest in a website? There are numerous reasons but here are a few.

When you search online for information about the affordable housing industry, you may notice that other management companies have a presence online. This is because most of your competition has a website. The affordable housing industry is competitive. It’s important that your website stands out amongst the rest because people will notice you over your competitors.

What do most people do online? They search for information. People will search for you online. It can be a challenge for people to search for you online when there’s no information for them to access. A website is the best way to provide necessary information to prospects and visitors.

What do many sites do well? Advertise and promote products or services. They are a great space for you to advertise. You not only get to advertise your products or services but you get to advertise who you are and why a prospective resident should rent from you instead of your competitors.

Having a web presence also builds your brand’s image. One of your goals here is to make your visitor aware that you’re there for them. If you invest in a website, you have the ability to build credibility from a prospective resident.

Branding is important when it comes to your website. There are two terms that relate to branding: brand strategy and brand identity. Brand strategy is when you determine your company’s mission, goals, and values. Brand identity is when strategy meets design. Colors, copy, images, and fonts all come together to form a cohesive brand identity. Cohesion is important on your site because your prospects and visitors will gain confidence in you.

Most people expect you to have a web presence ready for them to find the information they are searching for. If you don’t have a website or you have one that isn’t well-designed or functional, this can damage your brand’s reputation.

Websites have this ability to connect you to your community at large. Having an online presence gives you the opportunity to form a relationship with current and prospective residents, neighbors, and surrounding businesses.

Websites can have multiple forms of communication. Visitors can contact you through email, fillable forms, or allow them to have access to portals. You have the ability to post updates and announcements. These can be written on your home page or you can establish a blog.

Attracting visitors can happen in multiple ways: search engines like Google or Bing, your web address known as your URL, links from other sites such as your local chamber of commerce or area housing authority, social media like LinkedIn, Facebook, or Instagram.

You can add Google Maps on your site. This makes it easier for people that don’t live in your area to find you. Likewise, you can show local schools, restaurants, shopping, and other businesses.

Websites require a level of technical understanding and utilizing a service could be a good option for you. You get to do what you do best while your webmaster takes care of your website for you. As an example, it’s important for your website to be responsive. This means that your website is formatted to be viewed on a mobile device, tablet, or computer.

One last thing. If you haven’t updated your website in the last 5 years, it needs to be refreshed with a modern design. No different than renovating your properties.

As you can see, there are so many reasons why you should invest in a website. The opportunities for attracting prospects are endless. It’s time for your company and properties to join the digital world.

Jessica Welner is a writer, designer &
content creator based in the United States.
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