Have you noticed your property management website rankings or traffic dropping or bouncing around lately?
You’re not imagining things because Google has been busy. In the past two years, they’ve rolled out multiple core algorithm updates, and they’re not slowing down.
If you’re in residential property management, real estate management, or run marketing for a property management company, these updates matter for one big reason: they can directly impact how many owner leads you get and your ability to add new doors and grow your property management business.
💡 Pro Tip: We’ve put together a free Content Strategy Guide you can download and follow along with as you read. Get your copy here.
Why Google Updates Matter for Property Managers and Real Estate Management Companies
Google updates don’t just affect tech companies and e-commerce sites — they impact local service providers like residential property management companies just as much. If your website is losing rankings, that can mean fewer inquiries, fewer owner leads, and slower portfolio growth.
How Google’s Changes Affect Your Ability to Generate Owner Leads and Add New Doors
Every update reshuffles search results. If you aren’t keeping up with Google’s latest rules, you risk losing visibility to competitors who are — and that means losing opportunities to add new doors and grow your property management business.
What Is a Google Core Algorithm Update?
Before you can adapt, you need to understand what Google is actually changing. Core algorithm updates are broad changes to how Google evaluates websites and decides which ones to show for a given search.
Google’s Definition of a Core Update
Google’s definition states that “Core updates are designed to ensure that overall, we’re delivering on our mission to present helpful and reliable results for searchers.”
In plain English: Google changes the rules for how websites rank so that the best, most helpful results show up first.
The keyword here is helpful — and if you want to market your property management business successfully, this is the standard you’ll need to meet.
Why “Helpful and Reliable” Results Are the New Standard
If Google’s mission is to show helpful and reliable results, then as a property management business owner, your marketing content has to deliver exactly that — relevant, useful, and trustworthy information that meets your audience’s needs.
Why Core Updates Impact Property Management Marketing Results
When Google updates its core systems, entire industries can see major changes in rankings overnight. Property management websites aren’t exempt — and in competitive markets, one update can make the difference between being on page one or disappearing from search.
Frequent Changes Mean You Must Continuously Adapt
Google search changes roughly 13 times a day, so it’s not just about responding to a single update — it’s about building a marketing strategy that can withstand constant changes.
Understanding the Difference Between Core Updates and Smaller Tweaks
If you’re wondering why Google announces some updates but not others, it’s because they have two kinds of tweaks done on a regular basis. One type is called a “Core Update”, and the others are just standard updates. Both matter, but core updates have the bigger impact on how your property management marketing performs.
- Core updates = I liken this to remodeling the whole house — knocking down walls, adding rooms, or changing the layout. You are making major changes that are disruptive and which affect its overall function.
- Smaller updates = I like to compare these with replacing light fixtures or repainting. They are still important, but less disruptive. They also don’t really affect the overall function of the home.
So, if your property management website traffic dropped suddenly, it doesn’t necessarily mean you did something wrong. It likely means the rules shifted — and you’ll need to adapt your strategy to keep generating owner leads.
The Main Goal of Recent Google Updates: Helpful, Original Content
In 2024 and 2025, Google doubled down on the “helpfulness of content”. They are actively removing unhelpful, thin, and generic content from search results.
They’re prioritizing content that offers genuine value to users. For property managers, this means your blogs, videos, and website copy need to go deeper and be more specific.
Why Generic Blogs and Unvetted AI-Only Content No Longer Work
Generic blogs are just that: GENERIC.
I cannot even tell you how horrified I am when I get ads from inexperienced “influencers” and people showing off how they can create a course about a topic they have absolutely no experience in, by simply using tools like ChatGPT or Claude. I have seen people like this creating courses and content supposedly to educate people on child rearing, nutrition, investing… and yes, even on how to do marketing.
But here is the thing – as impressive as these generative AI tools are, they are actually word calculators. There is a reason they are classified as Large Language Models (LLMs). Emphasis here on “language” and not “knowledge”. These tools take the existing content from their training materials and from the internet, and compute which words and in what order will satisfy the prompt it is being given. This leads to generic content that could sound good, but is not rooted in actual experience and expertise.
How to Create Content That Attracts the Right Property Owners
The opposite of “generic content” is content with depth and specificity. Use your real-world property management experiences to answer questions owners are actually asking. Pair that with strategic keyword use to ensure your ideal audience can find it.
I’ve been working at Fourandhalf Property Management Marketing for over a decade, and I’ve helped a lot of property managers create content to attract owner leads. When I ask why it took them so long to get started, the most common answer I get is “we’re just not good at this blogging thing.”
And so I like to say that the property manager can bring the local knowledge and expertise, and our Fourandhalf Team can bring the marketing expertise. Together, we can get the best of borth worlds and create content that gets your business found by property owners.
Why EEAT Is Essential for Property Management Marketing Success
Google uses EEAT — Experience, Expertise, Authoritativeness, and Trustworthiness — as part of how it evaluates whether your content deserves to rank.
For property management marketing, EEAT means:
- Experience – Show that you’ve actually done what you’re talking about (e.g., real stories from managing properties, handling evictions, adding new doors).
- Expertise – Demonstrate deep knowledge of your local market, regulations, and best practices in property management.
- Authoritativeness – Earn recognition from other credible sources, like backlinks from industry publications or features in local news.
- Trustworthiness – Build confidence with accurate information, clear sourcing, and a transparent online presence.
EEAT isn’t a “hack” — it’s a framework for creating content that both Google and your ideal owners will trust.
Old Way vs. New Way to Market Your Property Management Business
Organic marketing used to focused on keywords and tricks to “game” search engines. But nowadays, the winning strategy is creating valuable, owner-focused content that naturally earns visibility and trust. It’s about understanding your audience’s intent and delivering exactly what they’re looking for.
Let’s compare the content creation process that worked in the past vs. what content creation should look like in light of the most recent algorithm updates:
| Past | Present | |
|---|---|---|
| STEP 1 | Keyword Research: Identify target keywords with high volume | Search Intent: What is your potential customer trying to accomplish by going online searching for answers? |
| STEP 2 | Topic Ideation: What topics can we write about that utilize as many of the coveted keywords as possible? | Topic Ideation & Identifying Pillars: What questions might a potential customer ask to help them accomplish that goal? What words would that person use to describe their problem/goals? Identify which topics should be pillars. |
| STEP 3 | Write the blog: Start writing about the topic and insert the keywords as often as you can, and make sure you hit at least 500 words. | Topic Finalization & Keyword Research: How can you use your expertise and experience to answer those questions using the same words the prospect would use to describe their problems/goals? Use keyword research to prioritize search terms to focus on. |
| STEP 4 | Publishing & Sharing: Post the blog on your website with images & links. Share on social media. | Write the blog: Try to answer the question as thoroughly as possible. Include real-life examples (if applicable) to show your advice actually works. For pillar blogs, write 1,500+ words. Try to hit around 1,000 words for other blogs. |
| STEP 5 | Review: Does the blog address the original “search intent” from step number 1? If yes, you can add images, links, post on your website, and share on social media. | |
| STEP 6 | Publishing & Sharing: Post the blog on your website with images & links. Share on social media. |
Do you see the difference?
In the past, the customer is not even in the equation. It is all about keywords. Now, it’s all about the customer. For property management marketing who want to grow their doorcount, that means you should be focusing on the property owner.
This is what Google wants. Because this is what their users want.
The Shift From Keyword-First to Customer-First Content Strategy
Below is a table that emphasizes not just the technical, but also the conceptual differences between the a Keyword-First Content Strategy versus a Customer-First Content Strategy.
| Keyword-First Content Strategy | Customer-First Content Strategy |
|---|---|
| Keyword-stuffing to “rank” — writing primarily for search engines with exact-match terms repeated excessively. | Intent-matching to “help” — writing for people first, using natural language that addresses the why behind a query. Keywords are used strategically, but the focus is on solving the user’s problem. |
| Thin, generic articles — regurgitated info that could appear on any competitor’s site. | Original, in-depth insights — content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), offering unique perspectives and real-world examples. |
| One-and-done publishing — post content once and never update it. | Continuous improvement — revisiting content regularly to keep it accurate, relevant, and aligned with evolving search intent and algorithm changes. |
| Chasing algorithm “hacks” — focusing on loopholes like exact domain matches, paid link schemes, or excessive internal linking. | Building long-term authority — earning natural backlinks, strengthening brand reputation, and providing consistent value over time. |
| Ignoring search intent stages — treating all traffic as equal and pushing for immediate conversions. | Mapping content to the customer journey — creating informational, commercial, and transactional content for each stage to guide users naturally toward action. |
| Relying solely on blog posts — neglecting other formats. | Multi-format, multi-platform strategy — combining blogs, videos, infographics, and social posts; distributing across platforms (including video and new SERP features). |
| Writing for “10 blue links” era — ignoring SERP changes. | Optimizing for rich results & zero-click searches — targeting featured snippets, People Also Ask, videos, and SGE-friendly concise answers. |
| Measuring success only by rankings — ignoring engagement and conversions. | Measuring success by impact — tracking leads, engagement, and brand trust signals, not just positions in SERPs. |
Why Updating and Repurposing Content Keeps You Competitive
Even great blogs, videos, and guides can grow stale if they sit untouched—and Google notices. Updating your content with fresh examples, current stats, or local insights shows both search engines and property owners that your expertise is active and relevant.
What if your past blogs and videos are still relevant without needing to update anything? This is when repurposing content comes in handy.
When you repurpose your content across platforms, it works even harder. For example, in our recent post, “Fuel Owner Lead Generation by Repurposing Past Videos to Reels,” we demonstrate how turning long-form videos into short-form Reels can increase visibility, boost engagement, and—most importantly—generate more owner leads. That’s one piece of content serving multiple audiences—and bringing new doors within reach.
Download the Free Content Strategy Guide
You now know what’s changed and why it matters. The next step is to put it into action — and our free guide will help you do exactly that.
Step-by-Step Framework to Generate Owner Leads and Grow Your Property Management Business
Our Content Strategy Guide walks you through creating owner-focused, search-friendly content that builds trust, boosts visibility, and grows your property management business.
📥 Download your free Content Strategy Guide here
3 Ways to Handle Content Creation for Your Property Management Business
Every property management company has different resources, skill sets, and bandwidth when it comes to marketing. Some broker owners want complete control over their content, others prefer to delegate most of the work, and many land somewhere in between. The right approach depends on your goals, your team, and how quickly you want to generate owner leads and add new doors.
Option 1: Do It Yourself
If you enjoy being hands-on and have the time to learn the ins and outs of property management marketing, the DIY route can give you complete creative control. You’ll be responsible for content strategy, SEO research, writing, design, publishing, and promotion—so expect a learning curve and a serious time investment. The payoff? Every piece of content comes straight from your own voice and experience.
Option 2: Hire an In-House Marketing Specialist
Bringing marketing in-house means you have someone dedicated to your brand’s voice and goals. This can speed up production and allow for quick turnarounds on urgent projects. However, unless you find someone with deep knowledge of real estate management and SEO, you’ll need to budget time and resources for training—and be prepared to manage and coach them as needed. Not everyone has the time or budget to recruit, onboard, and continuously oversee a marketing hire. That’s why many property managers look to a third option.
Option 3: Partner With a Property Management Marketing Agency
Working with a specialized agency like Fourandhalf lets you tap into years of industry-specific experience without the overhead of an in-house team. We handle strategy, content creation, SEO, design, and distribution—so you can focus on running your business.
Because we already understand the challenges of attracting owners, managing properties, and building trust, we can hit the ground running and help you market your property management business more effectively from day one.
This Blog Is Just the Beginning
Google’s algorithm updates aren’t a one-and-done topic—they’re an ongoing challenge and opportunity for property managers who want to stay competitive. What we’ve covered here is the high-level overview. In upcoming blogs and episodes of The Property Management Show podcast, we’ll be diving deep into the details so you know exactly how to adapt your marketing and keep your pipeline of owner leads strong.
We’ll explore:
- What Google really means by Helpful, Original Content (and how to create it without burning out)
- How to demonstrate EEAT — Experience, Expertise, Authoritativeness, and Trustworthiness — in every piece of content you publish
- The specific changes in each Google update and how they impact property management marketing strategies
📬 Don’t miss these deep dives and step-by-step guides. Subscribe to our newsletter and get the latest insights delivered straight to your inbox—so you’re always ahead of the curve, not scrambling to catch up.
Final Word: Grow Your Property Management Business the Smart Way
Google’s mission is clear: reward websites that help their users find trustworthy, relevant answers. Your mission as a property management company is just as clear: connect with the right owners, earn their trust, and turn them into long-term clients.
Align Your Marketing With What Google and Your Owners Want
The sweet spot is where those two goals meet. When your content is built to genuinely help property owners, landlords, and real estate investors —while still using smart SEO practices—you create a marketing engine that not only survives Google’s updates but thrives because of them.
That means moving away from chasing quick wins or gaming the algorithm, and instead building a library of helpful, original, owner-focused content that works for you 24/7. Over time, this approach builds your brand’s authority, keeps your pipeline of owner leads healthy, and helps you add new doors without burning through your time or budget.
Whether you take the DIY route, grow an in-house team, or partner with a specialized property management marketing agency like Fourandhalf, the key is consistency and quality. The companies that win online are the ones that commit to showing up with value, month after month.
Take the Next Step to Generate Owner Leads and Add New Doors
📥 Download the Content Strategy Guide or schedule a call with Fourandhalf to start marketing your property management business more effectively.
