Property Management Website Copy 101

A couple of months ago, I wrote an article with guidelines and suggestions for making your property management marketing copy better than ever. This month, I thought I’d provide you a real life example. Nat and Linda Holzer, of Rental Network in El Paso, are ready for a website makeover and asked me to help them with their copy. I did, and they gave me permission to share a bit of my writing process with you so you can use the ideas (but not the exact copy…) to make your website better.

I think there is a common misperception that property management websites must have lots of great images, custom graphics, and technical widgets to perform well. Money and time is poured into these aspects of the website in hopes that a well-decorated website will take the property management company to the next level.

While visual aspects do contribute to a successful site, an attractive looking website is worthless if it does not do a good job of conveying who you are as a company and how you are different from your competitors. The WORDS you use in your website are as important (maybe more important) than a lovely façade.

This doesn’t mean you have to write lengthy copy; it means you should give website messaging intentional focus, take time to strategize, and choose words well. Here’s an example of the process I went through to write new copy for Rental Network.

First, I collected information that would help me accurately and positively represent the company:

I copy/pasted the current website copy into a Word® document for easy access. I included the page title and URL of each page in case I needed to refer back to them.
I searched Google with terms property owners might use to find a property management company in El Paso. The searches helped me find probable competitors (at least the ones that were doing well in the search engines). I wanted to make sure we positioned Rental Network differently from their competitors.
I asked Rental Network about competitors and to describe their company’s strengths and unique qualities. I also asked them to share how happy clients talk about them in testimonials, reviews, and thank-you notes. This helped me collect words and emotions to help the copy connect better with potential clients.

Here are examples of before and after copy for a few key pages and the thought process behind the changes. Click on the box headers to view the copy examples.

MAIN PAGE:

Purpose – To make qualified website visitors want to learn more about your company.
Method –
- Make who you are, what you do, and where you do it abundantly clear and easy to spot. If you don’t, you will lose website visitors right away.
- Tell website visitors what you’re going to do for THEM. Use words that make an emotional connection and are easy to understand.
- Use simple language and make the page quick to scan. Incorporate key words and phrases used in search engines.

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BEFORE

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Welcome to the Rental Network, providing full-service residential property management and leasing services. The strength of our company is built on:

#1 Property Management program confirmed by the National Association of Residential Property Managers.
A computer system that is capable of managing 1,000 properties with an extensive number of reports on owners, tenants, maintenance companies and status.
Dedicated individuals who look forward to meeting new faces every day.
Realtor Referral Program – serves real estate companies that do not perform leasing tasks. Clients are referred to Rental Network.

Problem 1 – This page does not tell visitors what area of the country Rental Network services.
Problem 2 – It doesn’t help rental property owners see the problems the company will solve for them.
Problem 3 – The copy is unemotional. It doesn’t facilitate a connection.
Problem 4 – There is no call-to-action inviting the website visitor to DO something.[/toggle]

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AFTER

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Rental Network is your El Paso property management team. Together, we can make your rental property a winning investment!

If you’re looking for expert property management services with a personal touch, you have come to the right place. Our team may be small, but our knowledge of the El Paso rental market is BIG. We’ve been managing residential rental and commercial properties all over El Paso and southern New Mexico for more than 20 years. Over the years, we’ve earned the trust of hundreds of investment property owners and we’d like the chance to earn yours!

Although we’ve been managing El Paso rentals for a long time…we’re still passionate about what we do. There is nothing more rewarding than relieving the stress of rental property ownership – we take the burden off of your shoulders so that you enjoy the rental ownership experience. We team up with investment property owners to help their properties score!

Our team of professionals take a proactive, hands-on approach to property management! We know how to:

attract good tenants and retain them
maximize the rent value of your investment property
reduce legal risk through proper, legal management practices
keep your property in the best possible shape
track income and expenses for accurate tax reporting
assess and respond to your individual situations and needs

The Rental Network experts KNOW the property management business. We have a history to prove it. We’d like a chance to show you how our team will ease the strain of owning a rental property.

Browse around to find out more about our services, and contact us at 915.581.4900 or [email protected] to schedule a free consultation and rent analysis. Let’s talk about your rental property’s needs.

Problem 1 – This page does not tell visitors what area of the country Rental Network services.
I solved this problem by incorporating El Paso (the primary service area) into the headline and into the page copy. Now it is a lot easier to see who Rental Network is, what they do, and where they do it. (Search engines will like the local terms too…)

Problem 2 – It doesn’t help rental property owners see the problems the company will solve for them.
Rental Network is now positioned as a company that will help investors get more from their rental properties with less stress. The copy builds trust by referencing (without totally focusing on) their knowledge, experience, and service commitment.

Problem 3 – The copy is unemotional. It doesn’t facilitate a connection.
The revised copy creates emotional connection using phrases like “winning investment”, “relieving the stress,” “take the burden off of your shoulders,” “enjoy the rental ownership experience,” and “ease the strain of owning a rental property.” It gives a “we’re in this together” kind of feel. Rental property owners who have tried to manage on their own (or had a poor experience with a past management company) can relate.

Problem 4 – There is no call-to-action inviting the website visitor to DO something.
The page ends with a low-pressure, but obvious, call-to-action and includes contact information for the property owners who are ready to take the next step.[/toggle]

OWNER SERVICES:

Purpose – To tell website visitors what you do (and sometimes don’t do) and help them understand why they need you.
Method –
- Make the page easy to read and scan. Use words that are easy to understand.
- Use action verbs to make the message more powerful.
- Use needs-based language to help owners see the benefit of hiring you.

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BEFORE

“]

For over 20 years Rental Network Property Management, Inc, El Paso’s Premiere Property Management Company, has been setting the professional standard of providing excellent management services to residents and property owners looking for the very best property management. Rental Network manages rental properties in El Paso and Southern New Mexico. If you are looking to lease rental property in the Greater El Paso area, use our comprehensive search to find your next home.

As a highly experienced, locally owned and operated El Paso Residential Property Management Company we takes a hands-on, cost-effective approach to managing properties, and you’ll benefit from our individual service, and attention to detail.

We take pride in our quick responses and reasonable rates, and convenient, flexible hours. We’re here to take care of the details associated with your property, which may include:

Tenant screenings and selections
Rent collection and lease signings
Coordinating maintenance and repairs
Residential overviews for maintenance
Timely monthly reporting
List your rental properties
Computerized monthly statements
Payment arrangements

We’ll take care of the management chores for you so that you can sit back and enjoy the benefits. We’re an honest and trustworthy team, so call Rental Network today to and find out how we may be able to make your rental more profitable.

Our Broker and our managers have completed many classes in subjects such as residential inspections, legal (agency) issues, mold, technology, management techniques, investment strategies, paperless offices, and more.

Rental Network, a full-service Real Estate Brokerage firm, was founded on the need to “complete the circle,” combining high quality Property Management as well as leasing of executive rental homes.

Problem 1 – This page tries to address owners and tenants within the first paragraph. This interrupts the conversation that was started with the prospective owner.
Problem 2 – The copy uses a lot of words to express simple thoughts which makes it hard to read.
Problem 3 – The copy is generic. The content is too much like the ones that other websites use. Some phrases are vague and don’t connect to a direct benefit.
Problem 4 – There is a call-to-action, but the contact information is not in close proximity to it. In fact, there is no Contact page on this website and the owner would need to scroll to the footer of the site to find the phone number.[/toggle]

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AFTER

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Rental Network specializes in managing single-family homes, duplexes, condos, quads, and commercial properties in El Paso and southern New Mexico. Our expert property management team takes on the day-to-day chores of managing your rental property so you can enjoy a successful investment.

We provide full-service residential management and leasing services. Whether you own one investment property, or many, we have a service tailored to meet your needs.

We’ll take on the following responsibilities:

marketing your vacancy
screening and selecting tenants
implementing a legal lease agreement
collecting rent
tracking and reporting financial transactions
conducting residential overviews
responding to and solving maintenance requests

We excel at doing the jobs that require too much time and attention from you (and often give you headaches…). Our management fees are fair (and worth the investment!). Rental Network has a proven track record and over 20 years of experience. Let us go to work for you!

Contact us at 915.581.4900 or [email protected] to schedule a free consultation and rent analysis so we can talk about your unique needs. Together, we can make your rental property a winning investment.

Problem 1 – This page tries to address owners and tenants within the first paragraph. This interrupts the conversation that was started with the prospective owner.
This was simple – I took out any reference to tenants. Tenants should not accidentally arrive at this page if the site navigation is good. And if they do arrive, they’ll immediately see that they are in the wrong spot and will look for a link or button to take them to the right page.

Problem 2 – The copy uses a lot of words to express simple thoughts which makes it hard to read.
The original copy had 268 words in it. I trimmed it to 178. It’s more concise and easier read or scan. I removed redundancies and reduced the number of words needed to make each point. I also used parallel structure in the bullet points to make them more readable.

Problem 3 – The copy is generic. The content is too much like the ones that other websites use. Some phrases are vague and don’t connect to a direct benefit.
I infused language meant to differentiate Rental Network from competitors. Terms like “specializes”, “expert”, “tailored”, and “proven track record” help move them to the front of the pack. This page will be even better when they add testimonials from existing clients. As with the main page, I used words that facilitate emotional connection.

Problem 4 – There is a call-to-action, but the contact information is not in close proximity to it. In fact, there is no Contact page on this website and the owner would need to scroll to the footer of the site to find the phone number.
Again, this was very easy to solve. There is a clear call-to-action that includes the information needed (phone / email) to respond.[/toggle]

ABOUT PAGE:

Purpose – Generate trust by highlighting experience, expertise, and service quality.
Method –
- Make it easy to see special honors that make your company stand out.
- Use language that elicits trust.
- Incorporate the strengths of the company owners and team members.

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BEFORE

“]

As a highly experienced, locally owned and operated El Paso Residential Property Management Company we take a hands-on, cost-effective approach to managing properties, and you’ll benefit from our individual service, and attention to detail.

We take pride in our quick responses and reasonable rates, and convenient, flexible hours. We’re here to take care of the details associated with your property, which may include:

Tenant screenings and selections
Rent collection and lease signings
Coordinating maintenance and repairs
Residential overviews for maintenance
Timely monthly reporting

The strength of the company is built on:

#1 Property Management program confirmed by the National Association of Residential Property Managers.
A computer system that is capable of managing 1,000 rental properties with an extensive number of reports on owners, tenants, maintenance companies and status.
Dedicated individuals who look forward to meeting new faces every day.
Realtor Referral Program — serves real estate companies that do not perform leasing tasks. Rental clients are referred to Rental Network.

What we offer:

Result-oriented managers who regard you as their only client, offering rental expertise, personal attention to detail, positive results and peace of mind.
Knowledge of current rental trends, legal, corporate and tax issues, and continued education for our property managers.
A commitment to your satisfaction.
An understanding of the unique situations of managing upscale rental properties.
A focus on the needs of relocating families — our No. 1 priority.
Both Owners and Tenants agree that our multi-faceted qualities translate into you and your family receiving the personal attention you deserve.

Before you make your move in the El Paso area, call Rental Network — (915) 581-4900.

Problem 1 – This copy is redundant. It repeats what has already been said on the main page and owner services page of the website.
Problem 2 – There is currently a separate page for the bios of the Rental Network Team members. That information would be appropriate here and make the website visitor’s experience more efficient.
Problem 3 – This page is wordy and lengthy. The copy tries to cover too much ground.[/toggle]

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AFTER

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Rental Network is owned and operated by Nat & Linda Holzer. This husband / wife team share a love of real estate and for the El Paso community. They have invested hours into growing their professional property management knowledge – they both earned the MPM® (Master Property Manager) designation from the National Association of Residential Property Managers. In fact, they are the only property managers in El Paso to be awarded this prestigious designation!

Nat & Linda have infused their core values into their company and it shows! The Rental Network team is committed to outstanding customer service that goes beyond normal client expectations. Their quest for excellence shows through

fair, reasonable management fees
quick responses to questions and issues
flexible office hours and availability
up-to-date technology
continuous education and professional growth

Meet the Rental Network team below. Let us work with you to make your rental property a winning investment!

Contact us at 915.581.4900 or [email protected] to schedule a free consultation and rent analysis so we can talk about your property’s unique needs.

Linda Holzer, RMP® MPM® Co-Owner – Linda is the Designated Broker in Texas and New Mexico, licensed since 1990. She received her BBA (Bachelors of Business Administration) degree from the University of Texas. In 1996, Linda joined NARPM® (National Association of Residential Property Managers); she earned the NARPM® RMP® (Residential Management Professional) designation in 1999 and the MPM® (Master Property Manager) designation in 2013. She also earned the SFR Certification for Short Sales and Foreclosure Resource and has served as Property Tax Arbitrator.

Nat Holzer, MPM® Realtor® Co-Owner – Nat is an approved real estate instructor for the Texas Real Estate Commission. He teaches leasing, ethics, property management, legal, and agency classes to El Paso real estate agents. Nat is actively involved in local real estate organizations. He serves on the board for the Greater El Paso Association of Realtors (representing property management interests) and sits on the TAR (Texas Association of Realtors) Property Management Committee (2014 Chair), the TAR Property Management and Leasing Forms Task Force, and the TAR Property Management Committee Legislative Task Force. Nat earned his NARPM® MPM® designation in 2013.

Ana Aida Ramirez – Ana began her career in the property management business in 1998. In 2002, she earned her real estate license and joined NARPM®. Ana specializes in leasing, property overviews, maintenance & repairs, and property acquisitions.

Marcela Revuelta – Marcela started working in property management in 2005. In 2006 she earned her real estate license and joined NARPM®. Marcela is our computer technology and information management expert; she led Rental Network into the “paperless office” era! Marcela also has experience in leasing, property overviews, and property acquisitions.

Problem 1 – This copy is redundant. It repeats what has already been said on the main page and owner services page of the website.
I removed the copy that was repetitive and consolidated what remained.

Problem 2 – There is currently a separate page for the bios of the Rental Network Team members. That information would be appropriate here and make the website visitor’s experience more efficient.
Now that the “About Us” copy is more concise, Rental Network can include team bios on this page if they choose. It reduces the number of “clicks” a visitor has to go through to get all of the information they may. The prospects who don’t care, won’t keep scrolling, but the bios are conveniently located for the ones that do care.

Problem 3 – This page is wordy and lengthy. The copy tries to cover too much ground.
I reduced the “About Us” copy from 444 words to 173 words without omitting any critical information. I also cleaned up the bios so they have a more parallel structure and reduced the number of words slightly from 312 to 303. The entire page (with bios) is now just slightly longer (476 words) than the original page copy, but the most important information is given priority.[/toggle]
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I am obviously not a member of the Rental Network team; with their intimate knowledge of the company and experience managing in the El Paso area, they can probably make this copy even better. They just need to sprinkle in more of their own language, add client testimonials, and identify / highlight additional differentiators. But my rewrite should give them (and hopefully you) a solid start on the verbiage for their new website.

If you haven’t taken time to look at your website copy recently use this example, and my previous article about writing, to review and refresh your online messaging.

Dee Allomong has over 11 years of experience in Internet technology and strategic marketing. You can contact Dee at deeallomong.com.

Disclaimer: LandlordSource does not represent the article content in this website as legal advice. It is shared information only and up to the reader to use this information responsibly, seeking legal advice as necessary to their business.