ILS companies spend the most in search optimization, making them a critical part of our marketing plan. Plus, no one types in “ABC apartments” when googling. If you’re going to try to show up at the top, you have to use broad keyword searches like “apartments in Orlando,” and everyone else, including the ILSs, are already spending money on those keywords. When everyone is trying to buy broad keyword searches like that, the price for your SEM gets driven upward.
Major problems in this industry are that we:
1. Don’t answer the phone
2. Don’t reply to leads effectively
3. Don’t follow up the way we should
Then we are like.... “why isn’t our advertising working?