You’re an expert in property management, not marketing or graphic design. Yet, you’re charged with marketing properties for owners and getting leads in the door for your business.
Property management marketing has changed over the years. Digital marketing has taken center stage in so many ways, as many renters and property owners are spending time online. Yet, some of the more traditional ways of marketing can still work, too.
Read on to learn how you can leverage the top property management marketing strategies today.
1. Have a Solid Foundation
You need to start marketing by having a solid foundation to build off of. This really comes down to answering three questions:
- What do you do?
- Who do you do it for?
- Why would someone choose you over another property manager?
These questions will allow you to get very specific info on your business and your audience. You already know that you manage properties. What’s the main benefit that someone gets from working with you.
For example, someone who hires you may find that you provide peace of mind or you know how to maximize a real estate investment.
The second question allows you to get specific with who you work with. Do you work with investors of apartment buildings? Individual property owners, who manage several properties themselves?
The more specific you can get, the easier it will be to create targeted messages for that audience.
Finally, you want to communicate what makes working with you so incredibly special. When you know what sets your property management apart from the others, you’re giving people a reason to choose your company.
2. It All Starts (and Ends) with Your Website
Now that you have a solid foundation, you can start to get your message out to the masses. When you engage in online and offline marketing strategies, people are inevitably going to go to your website.
If you run across a potential client at a networking meeting and give them your card, they’re likely to look up your website to learn more about you. It’s the same with referrals.
Digital marketing activities need a place to direct people, and that’s your website.
Your website design needs to be clean and capture the attention of audiences. You want them to learn more about your business, the services you provide. Most importantly, you want to have a way to capture users so you can market to them later.
You’ll want to have a cookie installed on your site that enables a retargeting ad campaign (more about this later on). You also want to have a form on your website where people can sign up for more information, allowing you to add them to your newsletter list.
3. Search Engine Optimization
When people look for a product or service, they start at one place – Google. Google is responsible for driving more web traffic than any other site.
You can leverage the magic of search engines by optimizing your site for search engines. There are over 200 factors that Google takes into account when determining search results. Some of these factors are on your site, while others are offsite.
Offsite factors include directory listings, links to your site, and online reviews. Some onsite factors include keywords on site, your site structure, and site speed.
What property management SEO does well is put your company in a position at various stages of the ‘buying process.’ For example, a property owner may not be ready to hire you right away, but they may look up landlord-tenant laws in your state.
You can have a blog post that covers basic landlord-tenant laws for property owners. This will help you build trust so when they’re ready to hire someone, you’ll be top of mind.
On the other hand, someone may specifically look to hire a property management company like yours. They’ll search online for ‘property managers near me’ or ‘property managers for hire.’
When SEO is done right, your company is positioned to get both types of customers, which gives you a broader range of leads to work with.
4. Retargeting Advertising
Retargeting is an advanced, but effective property management marketing strategy. Here’s what remarketing is all about. Have you ever gone to a website and then seen an ad for that same website?
Retargeting targets people who have already visited your website with display ads or Facebook ads. Retargeting is effective because it keeps your brand in front of prospects after they visit your website.
This way, you’re not losing out on valuable traffic to your website.
5. Pay Per Click Ads
Paid advertising has taken a different turn over the years. It’s shifted from yellow pages advertising to online advertising.
You can use paid advertising on search engines to compliment your SEO strategy. If a searcher sees that you’re at the top of search results and you invest in advertising, it builds credibility in their minds.
6. Direct Mail
Yes, you’re seeing direct mail on this list of innovative marketing strategies. You may think of direct mail as old and tired, but the fact is that it’s still effective. About half of all Americans prefer to receive snail mail than email.
This means that you can target a wide range of property owners in your area and get your company in front of them.
Property Marketing Management Strategies for 2019
The property management industry has changed over the years. The most dramatic change has been in marketing your property management firm.
A good property management marketing strategy starts with your message. You need to know what you do, for whom, and what sets you apart.
Then you can focus on your website and driving traffic to it. When you do those things well, you can do just about anything.
Are you ready to get started with your digital marketing strategy today? Contact us to find out how your property management company can use SEO to get more clients.