Last month, we acquired Cross Creek at Murfreesboro in our Nashville market. SEO specialist Ross Johnson started looking at the property’s website before we put an offer in on the deal and could not believe his eyes.
“VP of debt and analytics Brock Wright reached out to me during the acquisition process and asked what we could improve from a web and SEO perspective at Cross Creek,” Ross said. “The answer was pretty much everything.”
Partner Aaron Helfferich helps Ross transition websites to connorgroup.com during the acquisition process. He also saw plenty of room for improvement.
BEFORE:
“Cross Creek’s website was about a Connor Group six and that’s being generous,” Aaron said. “The site hadn’t been updated in over a decade and their photos didn’t do the property any favors.”
Digital curb appeal makes a difference. We estimate 90 percent of our traffic gets the first impression of our properties online.
“The previous owner had the website all screwed up. It’s probably one of the worst websites I’ve seen since I began working The Connor Group,” Ross said. “So for us, it spelled opportunity.”
Marketing recommended changing the property name from Cross Creek at Victory Station to Cross Creek at Murfreesboro to align with our current SEO strategy, use the right keywords, and drive quality traffic to the property. Over the next 60-90 days, we estimate organic traffic on the website will increase tenfold.
Take a look at the new and improved Cross Creek website, and let us know what you think in the comments below!