What Will Your Residents and Tenants Read?

Every property faces a similar challenge: how to capture the attention of prospects who are looking for a new place to live. It’s challenging to craft messages that resonate and drive prospects to your website or community. 

If you want your content to be read, don't sell. Attempts to pitch your property's amenities and services will almost always fail. Copy that promotes your expertise, longevity, etc., won't excite or inspire your prospects. Basic rule: Nobody cares about you. The copy should focus on the needs of the prospects. 

When you answer the questions that prospects and residents ask most often, you become relevant. Your copy must be useful to the reader. 

The copy should be well-written. Use the active voice and proofread to avoid those embarrassing typos. 

The content should support your business objectives. What is the call to action? Why should the reader care? 

You can establish credibility with the reader by providing testimonials, statistics, or quantifiable metrics. 

Remember to always view your content through the residents' lens when you are looking to attract attention and establish your copy as a credible resource.