Case Study: Apartment Management Company Seeks Local Search Engine Amenity | Part 1

What does one of Arizona’s largest apartment development companies do when it needs to provide a bigger, better amenity for its 12,000+ Internet-savvy residents?

First, they build a better website with interactive community and leasing tools, online rent payment, a community newsletter and as a result, win the best website award in their industry. Then they begin a search engine marketing campaign to drive more traffic to their site.

Next, they search for a more intuitive online resource that would allow residents and prospects to find the best local businesses. Knowing that every day, their leasing office staff becomes like personal concierges’ to the thousands of residents in need of local goods and services: “What’s the best dry cleaner nearby?” “Where can I find a decent hair stylist?” “What’s your favorite pizza joint in town?” Or, “What website should I use to find local information?”

Keeping the needs of local small businesses in mind, they wanted to allow reputable businesses to unobtrusively offer their products and services to interested residents. After all, searching online for local products and services is more commonplace than any other research method. The solution presented itself when the company was introduced to the Vortaloptics custom local search platform.

The cutting-edge property management company is Mark-Taylor Residential, an award-winning apartment development, building, and management company located in Scottsdale, Arizona. With 24 properties across the Phoenix valley and over 12,000 residents under management, Mark-Taylor is home to a more affluent, professional demographic.

Property management companies have the trust of an extremely valuable commodity: residents of local communities. This is where the “real users” are – the people looking for local products and services on a daily basis. Property management companies such as Mark-Taylor Residential, have an opportunity to provide a truly customized, relevant search experience to consumers seeking better outlets for their local searches.

The Vortaloptics customized local search platform answers Mark-Taylor’s needs to:

1. Lead: Genuinely enhances the Mark-Taylor brand image and helps them stay ahead of competitors
2. Attract: Unique amenity will drive more prospects to property websites and office locations which can increase new contracts
3. Retain: Improve the lives of residents and community members by providing trustworthy, always-on relevant local information, thereby building loyalty
4. Profit: By attracting new residents, providing a valuable amenity and selling search ads, Mark-Taylor has realized a new revenue source

Next month, we’ll reveal some of the results of just how effective and “local” local search can be on a very topic-specific site.