5 Strategies to Improve Marketing to Property Owners

Last modified on June 6th, 2016

marketing-strategyWhether you are a new property manager or have been in the business for a long time, you may reach a point where you need new clients to grow. We’ve rounded up 5 innovative marketing strategies you can use to attract property owners looking for a management firm.

Why Property Managers Need Marketing

There are over 150,000 property management companies in the U.S. In every state, property owners seeking a management company have their pick of firms. Marketing helps your company stand out from local competitors.

Before you implement our marketing strategies, spend time thinking about your target audience. Once you know who you’re targeting, you can perform demographic research. Then, you can put these strategies into practice and tailor them to the niche you’re targeting. When your message speaks directly to the type of property owner you’re targeting, it will resonate. As a result, you will see more clients.

5 Effective Marketing Strategies for Property Managers

1. Invest in content marketing to provide helpful information to new property owners.

To stand out from the competition, position yourself as a helpful authority on the subject of rental property. Create content assets — ebooks, videos, or blog posts— that answer commonly asked questions property owners have. Think about the “pain points” property owners have, then connect the dots to show how hiring a property manager will resolve these common problems.

While you should talk honestly about the benefits of property management, do not aggressively sell your services at this stage. Focus on a soft sell of providing helpful information to owners in need, and inserting a brief closing that explains the services you offer and how owners can contact you. By doing this, you can build trust and demonstrate your expertise. By the time owners are ready to consider hiring a property manager, they’ll naturally look to you.

2. List services on your website so owners can easily hire you.

Make sure your website reflects the management services you offer, modern tools you utilize with your renters, and tells owners how they can obtain your services. This helps owners who read your content take the next step in the conversion funnel and become paying customers.

Don’t shy away from listing cost information when presenting your services. Transparency up front will reduce the time you spend responding to property owners while increasing the pass-through rates of qualified leads.

3. Use local SEO to boost discoverability in search.

When your web services are infused with local SEO, it ensures that local property owners searching for property managers in your community will find your company and not the competition.

Lightly pepper your web content with phrases like “property manager in Denver” or “South Boston property management,” substituting in your local town, city, or neighborhood.

4. Affiliate with local businesses to boost marketing reach.

Property managers do not serve owners in a vacuum. Consider the other services an owner might need— local bank, house cleaner, real estate attorney, handyman— and form an affiliate for marketing purposes. Exchange web links and promotional literature. When you can recommend other services providers (and they recommend you) everyone’s marketing workload becomes lighter.

5. Use the in-person touch to boost word-of-mouth referrals.

As a property manager, are you involved in the civic life of the communities where you manage property? If not, you could be missing out on that face-to-face familiarity. When considering marketing methods, many property managers focus on digital marketing methods above all. We recommend going to community meetings, local rental property association meetings, and other town hall events where you can mingle with residents and property owners in your town.

The more active you are in town life, the more people you’ll meet and the more well-known your management company will become. As a result, business will come to you through referrals, word-of-mouth, and reputation. If you’re serious about growing your business and maximizing your income, put these tips onto practice today. When you’ve honed your message and are consistent with your marketing, you will realize success.

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