Is there something in the water? Suddenly, everyone is moving, and it’s not just short moves to be closer to town or in a better school district; it’s big, uprooting, cross-country moves. Whether the pandemic led them to the realization that they wanted something different or they got tired of cold winters, renters are making big changes.
Now property managers are struggling to adjust to marketing to cross-country movers. But it doesn’t need to be a struggle. With some simple adjustments, you can adapt your marketing efforts to get in front of the cross-country movers and grab their interest in your single-family rental.
When moving across the country, people who were homeowners might not want to jump right into buying. They must get to know the area, understand the school systems, and find the right fit for their families. At the same time, these former homeowners are used to sprawling homes, backyards, and privacy, so a single-family rental is likely their go-to choice for a cross-country move.
So, how do you attract cross-country movers to your single-family rental?
Multi-Channel Marketing for Property Managers
For cross-country buyers to choose you, they first need to discover you. Multi-channel marketing allows you to meet them where they are online. They are already spending their time on social media and researching on Google, so you need to ensure you can be found in those places, too.
SEO
When someone is moving across the country, the first thing they’re going to do is go straight to their genius best friend, Google. So, you’ll want to focus on search engine optimization (SEO) to ensure they find your site first.
To rank higher in search engines and increase your visibility, focus on:
- Consistent Content: Create consistent content that is optimized for search engines. A blog is the easiest way to do this because Google rewards websites that update regularly, and a blog allows you to update every day if you choose.
- Backlinks: When a credible website links to your website, it tells Google you are also credible. Offer guest blog posts, partnership opportunities (like a co-sponsored webinar), or purchase sponsored placements in relevant publications.
- Website Structure: Make sure your website is set up properly. You don’t want dead URLs that go nowhere, broken links, or web pages that don’t take advantage of SEO. You rank higher using target keywords in your page name, description, and URL.
- Google My Business: The best-kept search engine marketing secret is Google My Business. Create a compelling profile; connect your phone number, messages, and website; and encourage reviews every chance you get.
Social Media
Small companies become overwhelmed at the prospect of using social media. You must show up weekly, write compelling copy, and engage with your audience. But it doesn’t need to take up all of your time. Use social media automation to batch-create your content, add it to the automation tool, and watch your social media accounts manage themselves.
The only thing left to do is respond to comments and engage with important accounts, and you’ve got your social media covered.
Advertising and Paid Media
A surefire way to get in front of your audience is by paying for it. Advertising through Google or social media platforms allows you to identify your buyer profile and advertise to them.
Google, YouTube, Facebook, and many other sites have enormous amounts of data on the people you want to reach, so you can make sure your ads are only showing to people who have (digitally) raised their hand that they are planning a cross-country move.
3D Virtual Tours
Not every mover can make it to an in-person tour, especially a cross-country mover. So, a 3D virtual tour is extra important when attracting this type of renter.
A virtual walkthrough of your single-family rental could be enough for a renter to choose your property over competitors. PlanOmatic’s 3D virtual tours include a walking tour, floor plan, and dollhouse view, giving a renter plenty of information to make a life-changing decision without leaving home.
Virtual tours also get a boost on Zillow, Trulia, Redfin, and other real estate marketplaces with special icons and filters that make listings stand out when they have a virtual tour. Not only do they make it easier for renters to make a decision, but they also get more page impressions thanks to the UI/UX of most real estate marketplaces.
Floor Plans
A renter moving from San Francisco to Chicago will need all the property information they can get before moving. They aren’t going to be taking multiple four-hour flights to tour SFRs, so you need to make your listing as thorough as possible, and that starts with a floor plan.
Floor plans help renters envision themselves in your single-family rental. They can see where they should put their furniture, what room can be used as a home office, and where their kids will sleep in proximity to themselves.
When marketing to long-distance movers, you need to provide all of the information upfront. PlanOmatic floor plans are descriptive and precise, as they’re drawn on-site with accurate measurements.
Professional Photography
Have you ever seen a listing with do-it-yourself photography? It’s usually dark and unfocused, making renters want to run in the other direction.
Rental properties often go the DIY route, meaning your SFR can stand out from the crowd with professional photography. Your rental will look like a model home compared to the vertical-shot, off-center photos other landlords are sporting on their listings.
When you work with PlanOmatic, the photography, floor plan, and 3D virtual tour are shot in one day. Plus, you get the assets within 48 hours. In the end, you get all the assets you need in a fraction of the time other photography companies will provide them.