Red Roof's own site states 20+ years of experience and a 5-step management system. The four-month engagement covered SEO and social media.
What Kihan Marketing did for Red Roof Rentals & Real Estate
On the SEO side, Kihan Marketing removed the duplicate meta descriptions so each page described itself, published blog posts, and built backlinks to the site. On the social side, it built content and audience definitions separately for three readers, owners, residents and vendors, and designed the posts originally instead of pulling them from a stock library. The social content covered property management topics throughout.
Results
Site traffic
Over the four months we ran it, traffic doubled.
Lead volume
Over the same four months, lead volume roughly doubled.
What was delivered
Cleaned-up meta descriptions, published blogs, new backlinks, and a social program targeted at three audiences.
| Area | What was delivered |
|---|---|
SEO | Duplicate meta descriptions removed so each page describes itself |
SEO | Blog posts published |
SEO | Backlinks built to the site |
Social media | Content and audience definitions built separately for owners, residents and vendors |
Social media | Posts designed originally, not pulled from a stock library |
Four months is a short window for SEO. It is enough to fix what is broken and start publishing, while the gains that build on each other come later, so the SEO half here laid the groundwork.
Put all three in one feed with one voice and you get the thing you see everywhere.
The SEO half, and why it was mostly cleanup
The site had the same meta description on several pages. A meta description is the short summary Google may show under a page's title in search results.
How duplicates get there
A template fills the field, or a plugin drops one default into every page. It is common on property management sites, where listing and service pages are made in bulk.
Why they matter
Google will rewrite a description it does not find useful, so duplicates are not a disaster alone. But copies across a set of pages suggest the pages themselves may be near-identical, which is worth avoiding on a site where many URLs already look alike to a crawler. Each page now describes itself.
Blogs and backlinks
Blog posts were published and backlinks (links to the site from other sites) were built over the four months. Both build over time, so four months of blogging is the start of a body of work rather than a finished result.
The social half is where four months showed up most, and it involved a choice many property management companies never make.
Owners, residents and vendors are not one audience
Most property management social feeds speak as if one person is reading. In practice there are at least three readers, and they want different things.
The owner
An owner is deciding who manages what is often the largest asset they own, which is a slow, high-stakes choice that is hard to undo. They want to know how fast you fill a vacancy, how you handle a tenant who stops paying, what happens when a repair is needed out of hours, and whether they will get a statement they can hand to an accountant. This reader reads slowly and looks at a company for weeks before calling.
The resident
Some residents are looking for somewhere to live and want to see units and prices and find out whether they qualify. Others already live in a unit and need something fixed. Every owner and future resident who scrolls by sees how a company answers that person in public, so maintenance response is part of reputation.
The vendor
Plumbers, roofers, landscapers, turnover cleaners and similar trades want to know how to get on the approved list, what the scope and payment terms look like, and whether the company pays on time. Almost nobody markets to them, yet a property manager depends on reliable trades to fill vacancies quickly and keep owners satisfied.
Put all three in one feed with one voice and you get a generic post such as "5 tips for being a great landlord". An owner finds it patronizing, a resident finds it beside the point, and a vendor scrolls past. Nothing in it is wrong, but it is not addressed to anyone in particular.
Three-level targeting
For Red Roof the targeting was split three ways, with content and audience definitions built separately for owners, residents and vendors. It is the same approach behind our property management marketing work in general.
Original design
The posts were designed originally rather than pulled from a stock library. Many property management competitors use the same stock photos, so original design makes a Tacoma feed stand out.
The volume trade-off
Three audiences mean roughly three times the content for the same number of followers, and the vendor audience is the smallest of the three. It is worth doing, because one blended voice converts no one, but anyone planning this should budget for the extra work.
The platform underneath
Red Roof runs AppFolio, which shapes what is possible on the marketing side before strategy begins.
Good software for running a portfolio
Its website template is a starting point, and sites that stay on the template tend to stay small. How a rebuild works is on property management website design.
Knowing the platform
Knowing where a property manager's day-to-day data lives changes what can be done with their content later.
What the four months covered
Four months of SEO cleanup with blogs and links on top, and a social program that treats owners, residents and vendors as three separate audiences. If you run a property management company and want to talk through a similar program, see property management marketing or get in touch.
Questions about this project
What did Kihan Marketing do for Red Roof Rentals & Real Estate?
Kihan Marketing ran SEO and social media for four months. On the SEO side it removed duplicate meta descriptions, published blog posts and built backlinks. On the social side it built content and audience definitions for owners, residents and vendors.
What changed over the four months?
Site traffic doubled and lead volume roughly doubled over the four months we ran it.
Why was the SEO work mostly cleanup?
The site had the same meta description on several pages. Four months is enough to fix what is broken and start publishing, while the gains that build on each other come later.
Why were there three social audiences?
Owners, residents and vendors want different things, so one feed with one voice speaks to none of them. Content and audience definitions were built separately for each of the three.