{"id":14969,"date":"2016-03-31T07:00:14","date_gmt":"2016-03-31T14:00:14","guid":{"rendered":"http:\/\/www.yardi.com\/blog\/?p=14969"},"modified":"2026-01-21T12:48:10","modified_gmt":"2026-01-21T20:48:10","slug":"online-marketing","status":"publish","type":"post","link":"https:\/\/www.yardi.com\/blog\/online-marketing\/","title":{"rendered":"Online marketing: Moments that matter"},"content":{"rendered":"\n
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It\u2019s a fact: today\u2019s renters want to do everything online. That means they want to use the Internet to find and research an apartment and even make a buying decision \u2013 sometimes without visiting the community. Is your property management business up to speed?<\/p>\n\n\n\n

The savvy apartment marketer needs to understand what Google calls \u201cmicro-moments\u201d to learn how to drive prospects to property websites, grab their interest, and convert that lead more quickly than ever before. Micro-moments are your opportunities to be there, be useful, be quick, and connect the dots for consumers.<\/p>\n\n\n\n

What are micro-moments?<\/h2>\n\n\n\n

According to Google<\/a>, micro-moments \u201care critical touch points within today\u2019s consumer journey, and when added together, they ultimately determine how that journey ends.\u201d<\/p>\n\n\n\n

They are all those brief instances when people who are searching for a place to live reach a decision point. Do they click the link to your website? Or do they scroll past your search result to the next ad or competitors\u2019 site? Once they\u2019re on your site, do they call your leasing office or start an online application? Or do they abandon their search before taking action?<\/p>\n\n\n\n

Why do they matter?<\/h2>\n\n\n\n

Online prospects place a high value on instant and accurate information. They don\u2019t want to pick up the phone or come to your leasing office to get the answers they need.<\/p>\n\n\n\n

Where to start?<\/h2>\n\n\n\n

Finding the right renters starts with attracting the right prospects. Search engine optimization (SEO) and search engine marketing (SEM) solutions will help you reach apartment shoppers at just the right moments.<\/p>\n\n\n\n

A solid SEO strategy delivers content that appeals to both customers and search engines, organically positioning you for maximum visibility in search results. SEM, also known as pay-per-click advertising<\/a>, is about reach, relevance, and ROI. When the right potential renter receives the right message at the right time, they will click through to your property site and be ready to take the next step.<\/p>\n\n\n\n

How else can you leverage micro-moments for your properties?<\/h2>\n\n\n\n

Five simple ways to incorporate micro-moments into your digital marketing strategy:<\/p>\n\n\n\n