Niche Realty Associates

This property management company needed assistance re-branding their online presence with a new website, strongly crafted content, and a social media marketing strategy.

Seattle, Washington

Website: https://www.nicherealtyassoc.com/

Web Designer

Seattle’s booming real estate market and exponential population growth makes for a competitive industry. The two-person team at Niche Realty Associates were struggling with their digital marketing because their website was out-of-date and didn’t highlight their exceptional property management services. I created and implemented a plan that would maintain their loyal client base and attract new customers.

Summary

I created a digital marketing strategy that focused on a commercial target audience for property management services, analyzed their online competitors, and laid out action items for implementation

By redesigning their website’s layout, content, and functionality, I increased site visitors by 20% and improved the site’s overall user experience.

Quarterly analytics reports gave our efforts full transparency, and allowed Niche Realty Associates to see how our improvements effected their website.

- Digital Marketing Strategy -

In order to gain a big-picture view of Niche Realty’s initiative to re-focus their brand on property management, I created a in-depth marketing strategy that:

• Discussed Niche Realty’s commercial target audience for property management services

• Analyzed online competitors for Niche Realty’s intended keyword strategy, including any opportunities to improve on competitors’ current practices

• Audited Niche Realty’s current website for front-end and back-end search engine optimization (SEO)

• Established keyword strategy focused on property management in Seattle, Washington

• Summarized future static content for Niche Realty’s web pages

• Reviewed dynamic content opportunities such as blogging to improve website’s SEO

• Summarized social media opportunities for Facebook, LinkedIn, and Google My Business

• Specified action items, deliverables, and timelines for implementing Niche Realty’s digital strategy.

- The New Niche realty Associates Website -

In order to redirect Niche Realty’s brand from selling homes to managing properties, I did a complete overhaul of their website. The original website lacked visual interest (no photos or videos, rudimentary layout, etc.), had dense and meandering content, and gave no direction or definitive goals for a good user experience. To remedy this, I:

• Composed well written, engaging, and SEO-driven content that targeted property management audiences without abandoning Niche Realty’s other various customers.

• Introduced a more modern, image-driven page layout to capture and retain visitors

• Updated back end meta data (title tags, meta descriptions, etc.) to increase clicks from SERPs

Content marketer

Seattle real estate is one of the most competitive industries in the Pacific Northwest, so Niche Realty Associates had their work cut out for them. I know that one easy way to separate yourself from the crowd is to create unique, high-in-demand content for your audience.

summary

Wrote regular blog posts for Niche Realty’s website that we shared on their social media and through a monthly newsletter.

Crafted monthly newsletters exclusively for property owners to build rapport with current and future clients

Designed print ads and marketing copy for widely distributed and reputable publishers

- Blogging Strategy & Development -

Niche Realty Associates had tried to start a blog on their own several times, but it never lasted long. Their team members wore too many hats to keep up with brainstorming topics, writing articles, publishing them on their website, and sharing them on social media. I took on these responsibilities so that Niche Realty could consistently provide helpful advice to property owners and renters.

• Developed a editorial calendar to brainstorm topics, streamline SEO initiatives, and organize due dates

• Met with client once a month to discuss blog topics and publication timeline

• Wrote, optimized, and published content to the Niche Realty Blog

- Email Marketing -

As a property management company, Niche Realty Associates’ relationship with property owners is essential to their business’s success. When they first came to me, they wanted to generate ideas to turn their client base into a community of rental property owners, where they could share ideas, tips, and news for succeeding in the real estate industry. I put together a monthly newsletter strategy that would allow Niche Realty to reach out specifically to property owners and address their needs and interests.

• Collected email addresses from current property managers and potential clients through targeted marketing

• Interviewed Niche owner on property management topics

• Composed and designed monthly newsletter that received a 50% average open rate from subscribers

• Tracked recipient engagement, traffic to website, and other statistics to improve the Niche Newsletter over time

- Print Marketing -

Niche Realty Associates was often invited by print magazines to advertise for free. To help them gain exposure in an offline market, I designed half-page print ads that:

• Incorporated their branded colors of blue, eggshell, and gold

• Used emotionally-driven copy to connect with the intended audience

• Established a simple-but-striking design that made the ads easy to print

Niche Realty also wished to advertise to realtors and property owners and encourage them to refer property owners to Niche. I designed a brochure and door hanger to help spread the word about their promotions around Seattle.

Social Media Manager

In order to amplify and advertise Niche Realty Associates content to their audience, I created a customized Facebook strategy to meet their needs.

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