LandLordStation has a clear goal: be the ultimate digital tool for smaller-scale property owners. Forward-thinking CEO Copley Broer knew that in order for his platform to achieve that goal, he needed to offer a compelling mix of features that were useful to his subscribers without adding so much overhead that he couldn’t keep his pricing at the right level for his target market. One of those features he identified was LandLordNews, a way for his users to get the latest news specific to their concerns and interests. He knew this was an important part of providing a comprehensive platform and community that would drive user engagement.
But hunting around the web to find the best and freshest news about changes in rental property laws, costs, and tenant rights would take him more time than his small team could handle. He identified PublishThis as a great way to help him find the best news, share it with his audience, and show LandLordStation as a thought leader. Partnering with PublishThis, he achieved his goal. We sat down with Copley ask him some questions about the value PublishThis is bringing to his business.
Content Mixology: What did you hope to accomplish with LandLordNews?
Copley Broer: We knew going in that there was really no “go-to” news source for our particular niche of the market, so we thought it was important to not just provide services, but information as well. LandlordNews is part of this effort where smaller landlords can find interesting stories or how-to news pieces that are relevant to them. We also draw those stories into the client dashboards on a rotating basis so they can get a good news feed while working on their tasks.
CM: When did you decide that curation would be a good way to scale your content efforts?
CB: The real estate news market is like drinking from a fire hose. There are a lot of disparate sources, blogs, news sites, etc., but no single source. So as a matter of necessity, if we were going to provide a valuable information source to our users, it had to be curated.
CB: We were looking for a cost effective solution to curate these stories and after looking at a few, we found that PublishThis not only had a great platform, but also that the PT team really took an interest in what we were trying to accomplish and helped us personally. We really had no idea what we were doing so the time that the team provided really helped to get us going.
CM: What do you accomplish with annotations on your curated items?
CB: We annotate as many items as we can. This really does two things for us. First, it allows us to pull these stories into our account dashboard in a shorter form than the articles themselves which helps our clients take them in without leaving the site. If they want the full story, they can always click through. Second is obviously that it is a good SEO practice and a way to create good content quickly that is relevant to our industry.
CM: How has the real-time and relevant news on LandLordNews been contributing to the value of your platform?
CB: I think it helps us provide a well-rounded platform for our users and to increase their use. They might come login just to read news even when they have no “work” to accomplish. And the more that happens, the more they stay in touch with our platform and, hopefully, the more useful it becomes to them.