In response to an increasingly savvy rental audience, online marketing of rental properties has evolved from a one-way model to an explosion of conversations with prospective renters in real time.

While some landlords are leading the way in the current technology movement, rejuvenating their websites and fearlessly jumping into the social media landscape, others don’t know where to start.

However, if a company’s mandate is to validate renters’ questions, comments and concerns, it has already taken the first step to an effective, tech-savvy marketing strategy that encompasses web design, videos, social media and 3-D floor plans.

Untangling the ‘web’
According to a study by researchers at Ottawa’s Carleton University, first impressions count, making the overall look and aesthetic appeal of a website’s design among the most important factors in its success.

In the rental industry, however, aesthetics are not the sole indicator of a quality website. When it comes to filling vacancies, retaining quality renters and communicating a company’s brand, competitive advantage is reliant on effective use of search engine optimization (SEO).

Google, for instance, uses hundreds of factors to rank a website based on its relevance to a particular query. According to the search engine, 90 per cent of searchers don’t look past the first results page. So, if a company does not appear near the top of its category, it should consider investing in an SEO consultation to determine whether its website is providing enough value for the company.

A cost-effective way to drive traffic to a site and boost a company’s ranking is pay per click. This service is offered through Google AdWords (and several other search engines) and helps leverage traffic and focus SEO. With this tool, the search engine only charges an advertiser when a user clicks on an ad. Through analytics, which are generated as part of the service, a company can quickly determine which keywords are effective and which aren’t. Also, the company sets the amount it is willing to pay for a particular keyword. Once that amount is reached, the company has the opportunity to tweak the strategy or continue as is.

Add ‘reel’ value with video marketing
Attention spans have become more limited and some people just prefer to receive information visually. Because of this, a company that is looking to kick its marketing efforts up a notch should explore complementing its current online strategy with video. The world’s second largest search engine, YouTube, should accompany Facebook and Twitter in a company’s marketing arsenal. Since Google owns YouTube, videos now appear in search results, offering more exposure for a company.

There is more to making (and marketing) a video than throwing some content on a screen. A good video has a relevant title with industry-specific keywords, an effective description and five to 10 targeted tags.

As well, a higher quality and engaging video has a better chance of being recognized as a leader in the technological movement. Not to mention it will drive traffic to a website.

Show a face with social media
Twitter reports 50 million Tweets per day. And if Facebook were a country, it would be the third largest in the world.

With that said, it’s no wonder social media can augment brand exposure, generate buzz, boost web traffic, encourage referrals, create advocates and help a company gain market awareness.

For those that haven’t joined the social media revolution, it’s not too late. However, it’s important to move fast since this is one of the primary vehicles of reaching qualified renters.

In April 2010, the Nielsen Company reported that 70 per cent of people value online consumer opinions, and online social network users are three times more likely to trust their peers’ opinions over advertising when making a decision that involves money.

It follows, then, that the greater a company’s online presence, the greater its chances of being referred via online social networking channels. Just make sure to engage with friends and followers in a way that’s relevant to them – with targeted content and transparency.

A new dimension in floor plans
With all the technology available to consumers nowadays, landlords have to step it up to engage potential renters in an effective, user-friendly way. A good way to do so is to create “true to life” alternatives to the typical floor plan. This cutting-edge marketing tool shows an apartment and all of its finishes in 3-D.

Technological investment pays off
It’s a daunting task but engaging customers using available technology will pay off in droves if executed with consistency and focus. The key is to listen carefully to existing and potential renters and, of course, the competition. Once it’s determined where these players are gathering, make a plan, designate one or two people to execute and monitor it and then watch the leads roll in.

Protect the company’s brand and find out what others are saying about it by using monitoring tools like Google Alerts, SocialMention, RSS Feeds, Trendrr, monitorThis, Facebook Insights, SocialOomph, HootSuite, YouTube Insights and YouTube Comment Alerts. Where appropriate, address comments to showcase the company’s approach to customer service.

Chaim Rivlin is president of RentSeeker.ca, a Canada-wide apartment rental search site.