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7 Property Management Marketing Ideas to Grow Your Business
In recent years property managers have had to dramatically change up their marketing strategies. Methods like yellow pages, radio ads, and telemarketing have all become virtually obsolete. There isn’t any business out there today that doesn’t utilize the power of digital marketing.
Although the prospect of starting a property management company online can seem intimidating, online marketing is an excellent way to increase revenue. You don’t need a huge marketing budget to achieve great results.
We offer you various ways to attract customers to your property management business, but first, let’s take a closer look at digital marketing as a whole.
What is Digital Marketing?
Digital Marketing is a type of marketing geared towards electronic communication through devices. These devices typically come in the form of phones, tablets, etc. There are many possible ways of advertising with electronic gadgets like videos, pictures, or Facebook ads.
Your online advertising strategy needs to be balanced. Even though digital marketing may seem like an intimidating endeavor, it can definitely be a worthwhile investment. All the work you put into building a solid digital presence will be rewarded with numerous benefits.
The Benefits of Digital Marketing
There’s no denying that the internet is the one true way to market your business. It is the main way through which we communicate with each other on a daily basis, so the only thing you really need to figure out is the finer details.
Digital marketing will impact your business in a major way. Just a few of the many benefits include:
Affordability
This type of advertising is incredibly efficient in that its costs are very low when compared to conventional advertising. Compared to media advertising like television, radio, and television advertising, digital advertising is much less costly and generates much more revenue for your property management business.
Examples of very cost-efficient digital advertising techniques include social media optimization and online video marketing. Continue studying the following strategies to find more information on their effectiveness.
Measurability
Another advantage of modern advertising is the ability to accurately determine how well a business has achieved. Marketing has no measurement, but digital marketing tools let marketers monitor every detail – from how many views an advert has to how many clicks a website has.
In a newspaper, a newspaper advertisement can only be seen by those who read the advertisement. A web page can also help you measure the number of users who read and visited an advertisement online.
New Markets
It has been proven that digital marketing can reach new markets. Advertising in more marketplaces increases your client base, thereby improving your profitability. As traditional marketing phases out, the need for specialized technology strategies will increase your success and your sales.
If you don’t integrate it into your marketing strategies you miss huge markets and profits. When we advertise in newspapers for a company, we tend to target younger people in our target market.
Local Business
The idea of working with local businesses is incredibly beneficial to your marketing strategy. If you advertise in your neighborhood you have a better chance of finding a new tenant for your rental property because all of your traffic is local.
You can pay the restaurants in the town for advertising to bump your property management business. It helps local property managers find and contact potential clients and potential new clients.
Reputation Control
Another key factor in your digital footprint is your reputation. This is based on how other websites look at you as an individual property management company. How can I build my online reputation and increase my website visibility?
Also, it will be necessary to eventually get another website to showcase your business.
The other option is guest blogging. Guest blogging is a technique you can employ to get more reach. This is if another company website that is associated with yours features content that links to the site that you are posting.
What Is A Marketing Plan In Property Management?
Every marketing strategy should start with the same formula: the 4Ps.
Product
– What are you offering and who needs it?
Price
– What is the value of your service?
Promotion
– How will you be communicating with your customers?
Place
– Where will you be predominantly promoting your services?
Once you have those down, you can consider the finer details of your strategy, like your goals, the budget you are willing to put towards marketing, and how you’re going to keep track of it all.
First, you have to consider what someone is looking for when they are in the market for a property management company. What services are they looking for? Typically it would be things like guest communication, check-in arrangements, property inspections, cleaning, and maintenance arrangements. On top of that, they might need help with digital marketing.
A solid marketing plan comprises industry-specific market analysis, messages specific to your intended audience, selecting platforms in which to promote your property management service, and metrics to help you measure your success.
Here are some property management marketing ideas to help boost profitability.
1. Paid Marketing for Your Property Management Company
Commercial properties are often expensive to market. Paid marketing is the process of conducting paid campaigns across a digital channel for a specific audience targeted on a website. You may employ paid marketing techniques on Google, social networks, and websites.
PPC, or pay-per-click, is a form of digital advertising where the advertiser is charged each time one of their adverts is clicked. It is also the most widely used form of paid advertising. Costs are based on clicks and are varied, fixed, or calculated using a bidding model.
Search engines, most notably Google, allow you to bid for relevant keywords, making it possible for your website link to shoot to the top of the search engine results page (SERP).
Similarly, social media sites let you promote to segmented audiences of your choosing in the form of sponsored posts.
If your advertisement is targeting the right people, you will get maximum return and reduce costs.
Where do you begin?
You can either pay for your ads to be displayed on search engines like Google or Bing or to be displayed on social media pages like Instagram, all based on the relevant keywords you select.
For example, in the case of a search engine, you could pay to have your listing appear higher when someone types in the search query “property management companies”.
Is it really worth the money?
Simply put, if you segment your audience accordingly, yes.
When done correctly, paid marketing delivers some of the best returns on investment (ROI) because, for every $1 spent on advertising with Google, businesses can make back $2.
Property management companies will benefit enormously by spending on paid marketing to expand their reach and get more leads. It gives you the chance to get a larger share of the market and earn more.
2. Social Media Marketing for Property Management
In 2022, there were 4.8 billion social media users worldwide, according to recent data.
Social media is an important part of property management marketing. It lets property managers promote their business, engage with owners, and create leads for their properties.
Research shows that 64% of small businesses use social media as part of their marketing and for good reason. Some of the ways that social media helps in driving your marketing efforts is:
- providing connections to your website, so it helps your SEO efforts.
- a chance to interact with clients by posing questions and responding to comments.
- increasing awareness and fostering trust.
- the opportunity to share content like audio clips or blogs.
But first, you need to decide which platform to go with. Instagram and LinkedIn are the preferred social networking sites for property management, but we’ll be exploring Facebook and Twitter as well.
Instagram is a great platform to showcase the properties managed by your company with beautiful photography. Ensure that you post the best photos of the spaces and detail how your services manage and maintain them in the caption.
You also have stories and reels at your disposal to promote more visual content and promote any special offerings.
LinkedIn isn’t just for expanding your professional network. It’s also a great way to list your property management company, build your brand, and position yourself as an industry expert.
The most effective way to use LinkedIn would be to create a LinkedIn Business page. It’s another way to promote your company and its offerings, as well as create a small community around your service. Because it lets potential clients follow your page, they will be notified whenever you post. These posts are also an opportunity to position yourself as a thought leader and connect with other property managers.
Consider using Facebook advertising. To increase brand recognition, increase engagement, and draw in more followers globally, you can set up sponsored advertising campaigns. Facebook will immediately inform you on your company page how much engagement your campaigns get and how much it will cost to promote your post.
Twitter is another platform that lets you promote your company, interact with existing and potential customers, and expand your business overall.
Using all the basics of Twitter engagement, you can connect with the best channels to promote your property management business.
- Make sure your profile is complete and links back to your website or another relevant business page.
- Use relevant and trending hashtags in your posts.
- Only follow accounts relevant to your niche.
- Engage, engage, engage.
3. Content creation
As a property manager, you should write informative and interesting articles to attract customers to your website. The idea here is to position you as an industry expert, showing clients that you aren’t only on top of the practical side of property management, but you are knowledgeable enough to pass on that expertise. You can use a social media scheduler to post consistently on multiple social networks and extend the reach of your content.
We suggest releasing content 2-3 times each week and to create clear, concise, and current copy. Furthermore, we recommend that you:
- Answer questions on property management forums and address FAQs.
- Contribute to blogs, be they your own or external.
- Offer guides and tips on the market.
- Use platforms like AnswerThepublic for a survey topic if needed.
- Tell me the easiest and most effective way of publishing a story.
4. SEO for Property Management Marketing
Properties management SEO includes every technique used to drive website traffic by search engines. You should expect that SEO efforts will generate a low return on investment.
Once a search engine optimization strategy is successful it is going to improve. SEO on e-commerce involves improving property management websites to achieve high rankings.
What Can You Do So Your Website SEO Performs Better Than Ever?
- Find the appropriate keywords.
- Avoid stuffing your website with too many keywords.
- Focus on what makes your service unique.
- Create links pointing to your website.
- Publish a lot of excellent content.
- Leverage social media.
- Make sure your website is user-friendly.
- Measure, improve, repeat.
5. Email Marketing for Property Managers
Property management advertising should assist in building an e-mail list for prospective leads. Afterward, you can use email marketing to acquire, retain, promote and inform.
How can you utilize email in your marketing strategy? More specifically, what are you looking to achieve with your emails?
It’s important to note that the average open rate for emails in property management is only 19.7%. The click-through rate is even lower at only 1.77%. That’s why it is imperative that you make your subject lines punchy and your content not only enticing but applicable.
6. Networking for Property Managers
Every niche has its community and that’s why network-related property marketing strategies can be effective.
This allows you to increase the exposure of customers and it helps you build relationships. Having a website with this feature will increase traffic. ROI was also boosted at meetings with a higher number of investors.
A great way to increase efficiency is to host or attend property management events. During these events, you will be able to interact with hundreds of property owners whose business goals include improving property management and marketing.
During the course of a networking event, you will see or hear about various marketing methods which have proven to be effective, as well as ones that are not. Moreover, there are possibilities to establish new partnerships with the property managers participating in the event.
7. Set up a dedicated website
36% of small businesses don’t have their own website.
Having a website for your business feels almost like a no-brainer, but with so many options to list on third-party sites, it can almost seem like a waste of money. However, it can actually cut the cost of being listed on third-party sites because it provides your guests with a more direct avenue to book.
What do you need to nail in order to create a successful website?
- Strong visuals
- Quality content
- Easy navigation
- Reliable contact information
- Make it mobile-friendly (see the point below)
If this is an option you’d like to try, iGMS offers a website builder on the Beta version that allows hosts to manage all aspects of their vacation rental in one convenient place.
8. Optimize for Mobile
When the need for a property manager first arises, you are more likely to reach for your phone than sit down at a computer. That’s why it’s imperative that you make the best first impression and create an easy process to get in touch.
Start by making sure that the mobile version of your website is easy to navigate. Core details like who you are, what you offer, and contact details should be front and center. Additionally, you need to make sure that the site is error-free, all of the links work as intended, and aesthetically pleasing.
The overall goal here is to make sure that visitors have a positive experience when they first look you up. If they don’t get in touch right there, then they should at least be inclined to take a second look at the desktop version.
Conclusion
There is a multitude of ways to market your property management company, some more relevant than others. What matters most is identifying your target audience and making sure to speak to their needs. Without the necessary property management tools at your disposal, you can only accomplish so much though.
By automating daily processes, vacation rental software like iGMS makes sure your business operates smoothly. By doing this, you may liberate up to 70% of your time and concentrate on more significant tasks like marketing and expanding your business. Some of the common host tasks iGMS can perform for you automatically include:
- Utilizing a single interface to manage multiple accounts and listings on the best OTAs.
- Eliminating double bookings by synchronizing reservations across multiple platforms.
- Organizing your messages into a single feed using the unified inbox will ensure quick responses.
- To enhance communication, use automated templates and triggered messaging.
- Automating the distribution of guest reviews.
Why not try out all the iGMS tools for yourself? We would like to invite you to join our weekly live webinars and start your free 14-day trial.
