SEO Strategies for HOA and Condo Management: An Interview with Big Rock Marketing

Introduction

Search Engine Optimization (SEO) is a critical piece of success in the community association management industry. Please find below our interview with an expert, John Leutermann of Big Rock Marketing.

SEO Strategies for HOA and Condo Management

CAM Advisors: John Leutermann from Big Rock Marketing is here. John, can you provide an overview of your business and explain why SEO is important for the HOA and condo management industry?

John Leutermann (JL): Sure. At Big Rock, I've been helping businesses with local marketing and SEO for over 15 years. Specifically, I've worked in the community association management industry for about five years. SEO is critical because while referrals are ideal, many board members looking to switch management companies don’t have direct referrals. Instead, they turn to Google, searching terms like “HOA management near me” or “condo management in [city].” Showing up in these searches is essential for management companies to attract potential clients.

CAM Advisors: So SEO essentially widens the funnel of potential customers?

JL: Exactly. Many businesses assume that having a website means people will find them, but without SEO, they won’t. Large corporations with big marketing budgets dominate search rankings. Smaller companies need SEO to compete effectively and get discovered.

CAM Advisors: When you talk about rankings, is SEO primarily focused on Google?

JL: Yes. Google holds over 90% of the U.S. search market. While AI-driven search is emerging, the best SEO practices remain consistent—ensuring relevant content is easily accessible on your website.

Industry Adoption & Competition

CAM Advisors: What percentage of the industry is using SEO effectively?

JL: Maybe 10–15%. However, in major metropolitan areas, the top-ranked management companies are always doing SEO. National firms have vast resources, making it difficult for smaller competitors to rank without a strong SEO strategy.

Key Challenges in SEO for Management Companies

CAM Advisors: What are some common challenges you see when starting SEO for management companies?

JL: Most companies haven’t done SEO before, so they’re starting from scratch. Their biggest challenge is competing against large corporations that have a head start and continuously invest in SEO. Additionally, many companies’ websites are outdated, disorganized, and lack a strong user experience, which affects both new and existing clients.

Core SEO Strategies

CAM Advisors: What are the main actions you take when implementing SEO strategies?

JL: There are three key areas:

1. Content – Creating pages for each type of community served (condos, townhouses, high-rises, etc.). A bulleted list of services won’t rank well compared to a dedicated, in-depth page.

2. Website Structure & Conversion Optimization – Ensuring content is well-organized and that contact forms and phone numbers are easily accessible on relevant pages.

3. Google Business Profile Optimization – A significant portion of traffic comes from Google Business Profiles. Optimizing this profile improves visibility and engagement.

The Role of Blogging in SEO

CAM Advisors: You mentioned blog posts are crucial for SEO. Should blogs target only potential clients or cover broader industry topics?

JL: Blogs should align with company goals. They should primarily focus on topics relevant to board members and potential clients, but broader industry insights can also establish authority and credibility.

Expected Results & Competitive Advantage

CAM Advisors: How long does it take to see results from SEO?

JL: Typically, 3–6 months. However, I now front-load campaigns to deliver noticeable results within a month. Many agencies take longer, but clients appreciate quicker improvements.

CAM Advisors: Beyond lead generation, how does SEO differentiate a management company?

JL: Management companies have a limited number of potential leads, unlike industries like plumbing that generate hundreds of inquiries per month. A strong SEO strategy helps them attract and select ideal communities rather than just taking any available clients.

CAM Advisors: Does SEO improve lead quality compared to referrals?

JL: Yes. Proper SEO brings in consistent, high-quality leads, which contributes to business growth.

Client Engagement & Long-Term Strategy

CAM Advisors: Management company owners are often strapped for time. Who do you typically work with within these organizations?

JL: Sometimes the owner, but often an operations or marketing manager. I maintain a 95% client retention rate because SEO requires ongoing maintenance—regular blog posts, adapting to best practices, and keeping up with industry changes. Most clients receive monthly reports and meetings.

Advice for Companies Considering SEO

CAM Advisors: What advice would you give to skeptical companies that haven’t engaged in SEO?

JL: Look at where your leads come from. If Google isn’t a top source, it should be. If it’s not, your competitors are likely benefiting instead.

CAM Advisors: John, we are out of time, but thank you very much for joining us today.

JL: It was my pleasure! Please don’t hesitate to reach out with any other questions.

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Big Rock Marketing is a digital marketing agency specializing in the community association management industry.  The agency provides SEO, content marketing, website design, and Google Ads management to CAM businesses.  https://www.bigrockonline.com/

For more information on the HOA management industry, valuation metrics, or other questions, please contact contact@camadvisors.co or visit https://www.camadvisors.co/