Noah Goldman
Chief Operating OfficerIn this article
As the real estate industry evolves, today’s property management companies and landlords must stay ahead of the curve by not only offering eye-appealing properties with quality amenities but also utilizing innovative, targeted marketing strategies to thrive.
Let’s explore some effective property management marketing strategies to help grow your business and attract optimal tenants, no matter if you’re just starting out or already have an established property management company.
Easy-to-Use Website
Most business owners – including property managers – know that a solid online presence is vital for success in today’s competitive landscape. Investing in a professionally designed website that’s visually appealing and easy to navigate is crucial.
Ensure your website includes comprehensive information about your property management services and details about your team. For example, an “About Us” page is a great way to introduce your business and give prospective clients additional details about your company. Include your company’s mission, values, and team – pictures and bios of your team members can also help create a personal connection with website visitors.
Lastly, featuring a wide range of strong customer testimonials on your website helps highlight people who have had positive experiences working with your business.
Search Engine Optimization (SEO)
Search engine optimization (SEO) boosts the visibility and ranking of your company website’s content and structure on search engine results pages. So, when users search for specific keywords, search engines –think Google – show your website in the results. Remember that the higher your website ranks in search results, the more people will ultimately visit your pages, so it’s essential to optimize regularly.
Keyword research is an essential aspect of SEO efforts as it helps to identify relevant, high-traffic keywords for your target audience. Strategically incorporating keywords into your website’s content can boost the chances of your website ranking well for those phrases and words.
Claim Your Google Business Profile
A Google Business Profile is a free tool that can help you evolve your property management company to the next level, driving individuals who search for services in your area to your website. These profiles help give property management companies a searchable online presence.
To get started, check that you’re indeed the owner of your Google Business Profile page. If you are not, you will be required to take the necessary steps to both claim and verify it. Once you confirm your page owner, review the information. Some of it may be outdated, inaccurate, or missing. Update everything on the profile to mirror your current property management company.
Social media is a highly effective tool for engaging with a target audience. Prioritizing social channels can do wonders for business success. It can open new doors and help uncover an even wider pool of prospective renters for a property.
Create profiles on social channels, including LinkedIn, Facebook, Instagram, Tik Tok, and others, and connect with property owners, landlords, and prospective clients.
Once you’ve created your profiles, share videos, photos, client success stories, or even industry news. And if you want to reach a wider audience and generate additional leads, utilize paid advertising options on these social platforms.
Paid Search Ads
One of the best property management marketing strategies to grow your business is advertising online via Google Ads PPC (Pay-Per-Click). It’s a cost-effective way for property management companies to be precise in audience targeting; in other words, you don’t waste money on irrelevant impressions and views.
Platforms like Google Ads and social media advertising allow you to carefully tailor your campaigns to reach potential clients based on their location, interests, and behavior.
Be sure to select the right keywords for your company’s specific ads. For example, when creating a paid search campaign, always research the keywords prospective tenants use when looking for properties online. Keywords can be related to specific neighborhoods or property types, among other criteria. It is also essential to include keywords that relate to your company to ensure that your ads are viewed by people specifically looking for your properties and/or services.
Many property managers utilize organic social media to drive business recognition and reputation. Businesses can also leverage paid social media ads to further drive awareness.
Social media ads are an ideal way to reach more people who may not otherwise see your organic posts or know what your company offers because they don’t follow you.
It’s important to conduct A/B testing with your social media ads to better understand what resonates with your target audience and can lead to more conversions. And don’t forget to consider the landing pages that online viewers land on after clicking your ad to ensure consistency.
Local Business Partnerships
By cultivating and fostering strong connections with local businesses, property management companies can expand their customer base, gain valuable knowledge, control marketing expenses, and more.
For example, by collaborating on joint promotional events or shared advertising, you can dramatically reduce marketing expenses while enhancing the overall impact of your efforts. Many discover that pooling resources with other businesses allows them to reach a wider audience without draining their bank account.
Focus on building relationships within the real estate community and via local business partnerships. Attend industry events and networking gatherings and team up with area businesses. You can also cultivate partnerships with real estate agents, contractors, and other local companies to broaden your net and open new avenues for referrals and growth.
Gathering Reviews
Positive online reviews and testimonials can impact your reputation significantly and attract new clients. Often, prospective renters rely on these client reviews – whether you’re aware of it or not – so it’s important to stay on top of managing them.
Encourage satisfied tenants to post reviews on platforms like Yelp, Zillow, Google, or other industry-specific websites. Most importantly, respond promptly to positive and negative reviews, demonstrating your commitment to renter satisfaction.
Client reviews have the power to shape the future of your property management company. Each testimonial provides a valuable opportunity for you to gauge the services you’re delivering and engage with your renters meaningfully.
Hosting and Attending Events
Another clever tactic to make your property management marketing strategy more effective is hosting and attending events.
These in-person networking events provide a golden opportunity to interact with other local property managers – and property owners – and all have the same goal: to see what works and what doesn’t.
When attending or hosting these industry-related events, create a positive impression and prove that you are a pleasant, knowledgeable, professional property manager. Remember to bring printed materials showcasing your company brand, such as brochures, business cards, and giveaways like pens, water bottles, or other creative items.
Most people love a good contest or raffle where they can win something, so get creative and bring along gift cards for local coffee shops or eateries to draw additional interest. Ensure you always follow up with the leads and contacts you collect during these events.
Email Marketing
Targeted email marketing campaigns are a helpful way to cultivate leads and maintain communication with your current clients.
The first step is to segment your audience based on their needs, preferences, and behavior. For instance, you can develop lists for current tenants, prospective renters, owners, and even vendors, and then send them personalized and relevant messages. You can also segment your audience by location, property type or other criteria. The key is to understand that you can customize your email marketing campaign content and frequency to match specific readers’ interests by truly knowing your audience.
The bottom line is always to provide value in your email marketing messages. Experts suggest sharing valuable content focused on hot topics, news about the industry and other trends, tips, and best practices.
Referral Programs
Implementing a tenant referral program can enhance exposure to your properties while motivating current renters. Referral programs are a cost-effective marketing strategy that can encourage your current tenants to refer potential renters to your properties. They also help secure higher tenant retention, quality renter leads, and the ability to fill vacancies faster.
Consider offering incentives or rewards to your renters who refer qualified prospects who sign a lease and evolve into new tenants.
How do you get the ball rolling? Encourage satisfied clients to refer your property management services to people they know. Remember, word of mouth remains a powerful marketing tool, and happy clients can be your best advocates.
To Sum Up
Designing and implementing a comprehensive marketing strategy is essential for property management companies looking to grow their business.
Establishing a solid digital presence, creating valuable content, leveraging social media, and cultivating relationships within the industry can help you more easily attract and retain clients and position yourself as a market leader.
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