If you’re a property manager, your number one goal is to grow your business and attract clients to your services. Lead generation will never stop being the number one task for a property management company. But what is the best way to generate leads? This is a highly-competitive industry and to keep up in 2019, your strategy for marketing to property owners should take into consideration the digital transformation the industry has gone through. You can stick to some of the traditional property management marketing strategies, or you could try out some more innovative methods.
Related: How to Start a Property Management Company: 7 Steps
Either way, if you want to grow your company, check out these 12 property management marketing ideas for 2019.
1) Have a Keyword Marketing Plan (SEO)
One of the best property management marketing ideas anyone trying to compete in this industry needs to focus on is a keyword marketing plan. Property managers should use the Google keyword planner to their advantage. It’ll show them what consumers search for on search engines like Google. Once you find high search volume keywords, you can include those on your website or in any other digital promotional activities.
Implementing SEO (search engine optimization) will help any content in your online marketing for property management rank up in a potential customer’s search results. We recommend you invest in SEO as part of your property management marketing plan. Some of the most important factors when it comes to ranking are:
- Secured Sites (HTTPS vs HTTP)
- Mobile-Friendly Sites
- Page Speed
- Content Quality and Length
- Quality Backlinks
- Optimized Meta Descriptions
2) Make Sure Your Website Is Fast and Responsive
Everything is done online these days. With consumers having access to all of the information they could ever need, there is a good chance potential leads will have stumbled upon your website before you’ve even contacted them. The quality of your site will leave an impression. Your website is your strongest property management advertisement tool, so make sure it’s performing at its best. But it isn’t just the content of your site that’s important- it’s how quickly consumers can reach that content.
In today’s digital age, speed is everything. If your website doesn’t load in the first couple of seconds, users will click off. And just like that, you’ve lost an interested lead before you even had them. Check out your website and see how quickly it responds to users opening it. Talk to your web developer and work on optimizing redirects, compression, images, plugins, CSS stylesheets, javascript, etc.
3) Give the People What They Want
When people search for something online, they’re hoping to find answers. Since you know what keywords are hot, provide consumers with the help they need. Covering important topics for property owners will draw them to your property management services. People are looking for quick and satisfying answers. Try to answer through different forms of content (like infographics, videos, and blog posts). Incorporate the highly searched for keywords in your title tag, meta description, and H1 and H2 headers to make it clear to consumers that you have the answers they’re searching for. Make sure the content you provide is clear, informative, original, and up-to-date. For example, a property owner wondering what apartment occupancy rates are currently, won’t really benefit from a blog post you wrote three years ago covering the same topic, as that information is out-dated.
4) Email Newsletters and Try Remarketing
You can miss out on a number of property management leads by not following up with your site’s visitors. The majority of your site’s visitors won’t turn into clients on their first visit, but some remarketing could motivate them to. This is the process of retargeting users who have already visited your site by displaying ads on their browsers. If you have your visitors’ email addresses, send an email to let them know there’s more you can help with and that your services are available. Be sure not to over-market however as this could have an opposite effect and push potential leads away.
5) Keep Tabs on Your Competition
You won’t be able to get the results you want from any property management marketing tips if you don’t know what your competition is doing. Learn what they’re doing for customers, and what they aren’t doing, and use that information. This is one of the best ways of how to get property management clients, penetrate new markets, and grow your business.
By asking questions about the property management marketing strategies of your competitors, you can move forward with the right strategy for your company. Learn about your competition’s social media activity, their blog content, their youtube presence, and most importantly, their target customers.
Related: 10 Property Management Skills You Need to Succeed
6) Utilize Social Media Marketing
Social media generates a lot of traffic for businesses in every industry, so why not use it for your property management marketing strategy? Just check out the number of monthly visitors these social networking sites get:
- Facebook: 1.5 billion
- YouTube: 1.4 billion
- Twitter: 400 million
- Instagram: 275 million
- LinkedIn: 250 million
- Reddit: 125 million
You can reach customers from all around the world, the potential is definitely there. Property managers looking to branch out should have a strong social media presence.
7) Market New Properties to Your Current Clients
One marketing strategy you should consider is showing your current clients new properties. This is a sure-fire property management marketing method that will actually grow your business. This is because you’re targeting your current clients, offering them just what they’re looking for- more properties to make money.
One tool that can provide the analytics you need to find the best investment opportunities for your clients is our Mashboard’s Property Recommender. And with this tool, client outreach is easier than ever. You can gain access to automated, branded pdf property reports which include key information on expenses, ROI, and sales and rental comps which you can easily share with your clients through email or SMS.
Learn more about Mashboard here.
8) Use Paid Ads
Paid advertising isn’t a new property management marketing idea in the industry. However, in 2019, you won’t find property management companies advertising in the yellow pages. Paid Google ads are a great way to run targeted ads to potential clients searching for property management services. There’s also a geotag feature that will allow you to run targeted ads based on a customer’s location.
9) Use Both Internal and External Links
Going back to the content of your property management website, using this link building strategy will help your site grow and rank higher in search engine results. This doesn’t mean just link to as many sources as you can. Quality trumps quantity. For example, linking to an authorized source of an organization’s official site will do a lot more for your rankings.
Also, try not to oversaturate your content with backlinks to your website. Put enough in there to keep readers aware of your services, but keep it natural. Maintaining high quality and relevant content on your site will boost this strategy’s results.
10) Put Your Knowledge in a Book
Although our property management marketing tips have mainly been digital, a good book never did any harm. Writing and publishing a book on your company’s expertise will help you rank up in the market as the one to beat. If this book takes off, it can lead to so many other avenues of marketing. The exposure you can get for your property management company will be amazing. But for all of this to happen, you need to write a book people want to read. If you have something to say, put in a book and have it reflect what you specialize in.
Related: 10 Best Property Management Books to Read in 2019
Of course, the easier route is to write and publish an E-book. This is a good way to collect emails on your website and generate qualified leads. It may also be the more attainable option for you when you’re first starting your property management company.
11) Create Short But Informative Videos
Don’t have the time for writing a book? Try short videos that answer customers’ frequently asked questions. You can start by answering questions your clients typically ask. Or if you think you have something important clients should be asking, but aren’t, make a video on that too. You can generate some attention by posting these videos on different platforms like Youtube, or linking to them in your blog posts.
12) Work with Local Businesses
You can try to form an affiliate with another local business a property owner would require services from. You can all streamline your marketing; this will ultimately make it easier for your clients. For example, if your property management company is affiliated with the local bank or a real estate attorney, they can point potential clients in your direction by recommending your services.
Don’t forget to check out Mashboard for quick and easy access to property data, reports, and much more.
