Have you just entered the Property Management business or have recently taken onto the role of a Property Manager? Whether you are new or have been in the industry for a while, you always want to keep your best foot forward to maintain brand reputation, promote property business and increase your leads.
So, what are the most effective ways to promote property business while increasing sales?
Let’s begin with Property management marketing ideas and strategies, their importance and how to optimise your campaigns for the best results.
Why Is Marketing Important For Property Management Companies And Managers?
Marketing is a business tool that is as versatile as a Swiss Army knife. External promotion isn't the only benefit. Marketing today entails more than just branding, lead generation, sales, and revenue growth
What Are The Best Ways To Promote property business as a manager?
#1: Build a Professional Property Management Website
The average B2B buyer makes 12 online searches before contacting a potential vendor. By the time a property owner even speaks with you or your representatives, they are already halfway down the buyer’s funnel
#2: Leverage Industry-Specific SEO
As mentioned earlier, today’s consumers are bombarded with marketing materials from the moment they wake up until they fall asleep. They don’t have to look far for solutions to their needs.
Property Management SEO (Search Engine Optimization) is the process of improving your website’s search rankings to increase brand awareness. Considering that 97% of consumers go online to find local services, 93% of online experiences start with search engines, and 47% of customers click on one of the first three listings. Therefore it’s smart to invest heavily in SEO in order to promote your business.
Let’s take a comprehensive look at some of the important SEO ranking factors you need to consider to improve the online visibility of your website:
- Converting your website from HTTP to HTTPS will help to secure it. This increases the likelihood of appearing on the first results page because Google prioritises secure websites over unsafe connections in order to protect consumers from visiting harmful websites.
- Having an up-to-date mobile-friendly property management website is important to increase brand awareness and help turn visitors into leads while making a strong first impression on rental property owners. According to Statista, more than half of the world’s website traffic is driven by smartphones.
Approximately, people spend 5-6 hours per day on their smartphones.
Therefore, having a responsive yet mobile-friendly website is the best way to rank high on Google search engines. Also, having a clickable email address and phone number on your website makes it easy for potential customers to contact you.
- Make sure that all web pages are optimised for meta-titles and meta-descriptions, following the principle of good keyword density per page (typically 1-3%).
- Optimise page load time and online user experience. In Google’s opinion, user metrics are extremely important. This implies that you must consider a number of factors, including:
- How your website visitors interact with it
- How easy is it for them to navigate the website
- Website loading speed and the degree to which it is mobile-friendly.
- 404 error-free and without any broken links
- Maintaining quality backlinks by collaborating with relevant websites in your industry.
#3: Utilise Content Marketing
Content is a great way to demonstrate your experience and expertise. Therefore, property management companies need to invest in content marketing. Create up-to-date, target audience-related content.
Since you are catering to property owners and landlords, you can publish content that addresses their needs and concerns. For example, you could create a guide on how to find quality vendors or tips on how to improve rent collection. Potential clients will be more likely to use your services if they consider you as an authority in the field. In addition to blog posts, you could also create different types of content such as video tutorials, infographics, checklists, whitepapers, and eBooks. Focus on the types of content that your viewers are most likely to consume.
To find out what questions property owners are asking, you can use the tool: Answer the Public. Here you will come across related keywords that allow your content to attract visitors to your website.
#4: Implement IoT For Business Growth
The Internet of Things, or IoT, is one the most effective ways to transform and Promote property business as a manager. This is the system that connects multiple devices that communicate with the cloud via some kind of connection.
Examples of objects within the scope of the IoT include security systems, electronic devices, residential and commercial lighting fixtures and so on. According to the latest report from Statista, connected IoT devices have surpassed the 20 billion mark across the globe.
Property management is all about maintaining properties well so their value keeps on increasing over time. IoT technology can play a huge role in keeping costs down, reduce time to market and boost ROI. Apart from that, here are some of the other advantages of IoT:
- Increases organisational productivity
- Expands business opportunities
- Improves work safety and security
- Effective utilisation of assets
- Provides new customer insights
- Improves customer experience and retention
- Builds a good online reputation
#5: Create A Google My Business (GMB) Page
Setting up a GMB profile is simple – just include complete information about your property management company. You could also improve your listing by optimising keywords such as rich media and answering frequently asked questions (such as operating hours and driving directions).
#6: Develop Google Ads to Increase Conversion Rates
What could be better than to be there exactly when a potential customer is looking for you. That’s what Google Ads do by driving traffic to your website. For example, if someone searches for a specific term, such as “property manager,” Google will return a list of search results. However, if you look closely, you will notice that the top and the bottom results are generally ads, and they are Good Paid Ads.
Apart from that you could also try Google Ads Remarketing. Remarketing is part of a campaign which allows you to drive potential customers back to your website by clicking on your ads that appear on Google Display Network browser websites. Ads will reappear to customers who have previously shown interest in your property management services, encouraging them to make a purchase. This is known as Google Ads Remarketing.
#7: Consider Using A Chat Service
In today’s digital world, there are many challenges faced by new and established entrepreneurs as they seek to launch, expand and make their websites more profitable. There are various tools available to assist entrepreneurs overcome these challenges. Among these tools, “Live Chat Support” for the website is one of the best tools. It helps to attract more customers and build a good rapport with them.
It’s important to have a chat service, as not everyone has an easy job or a flexible schedule for them to receive the phone or make calls. Working in the real estate industry means that both you and your clients are working outside of the standard 9-5 business hours. For this reason, it is recommended to incorporate chat services into your property management business marketing strategy.
#8: Run Email Marketing Campaigns
Email marketing includes emails that try to convince a recipient who has agreed to receive emails from you. Here you need to share emails related to your website article, current offers, or blogs. Email your target audience once every month and reach out to them when a new property listing is available. It keeps them engaged with your business. Use email marketing campaigns to add lots of value constantly over time and see the outcomes increase rapidly in your property management business.
#9: Promote Through Facebook Ads & Groups
In order to get clicks on Facebook Ads, you need to offer incentives. With so many ads bombarded to the same audience, the only way to stand out is to make sure your offer is hard to resist. With 2 million monthly users on Facebook, it has a huge potential to be tapped into and build a loyal customer base online.
Next, you could search for Property Investor groups specific to your city. Become an active member and respond to questions whenever you can. Make sure your company’s name is clearly displayed on your Facebook personal profile. People will eventually click through to your personal profile from the Facebook group and see that you run a property management company.
#10: Make Use Of Instagram Stories
Also, ask questions, use GIFs, and make your content as simple and engaging as possible. The more people get in touch with you, the more they will remember you. This gives you a more organic reach. You can also run contests and giveaways within your Instagram story.
#11: Be Active On Pinterest
You may be wondering why you should focus on Pinterest when other social media platforms have more viewers.
Pinterest users are normal individuals like on any other channel, however they have shown a tendency to buy more.
- 93% of the users make at least 1 online purchase in 6 months.
- Users are 10% more likely to buy than on other channels.
- 95% of women are the key decision-makers when it comes to property buying or renting.
According to Statista’s 2019 trends, 79.5% of Pinterest users are female while 20.5% are males.
Property Management Businesses that are active on Pinterest ensure they are talking to the right audience.
#12: Reach Out To Social Media Influencers
If you haven’t tried out influencer marketing for your property management business, now is the time. It’s an effective way of leveraging the follower base of influencers to sell more properties. People trust influencers and take their word when they show confidence in your business.
Your job is to search for the right influencers on the right platforms that you could collaborate with. In case you have a small budget, this is one of the great marketing strategies for your business. Through this, you can get hundreds of thousands of potential users without having to wait years and years to build up a huge profile.
#13: Reviews Build Trust in Your Business
We live in the digital age. Having a solid online reputation is thus a necessity. According to one survey, a whooping 87% of potential clients do not buy from businesses that have low ratings and 90% of clients make sure to check online reviews to determine a business’ credibility.
If your business has reviews to showcase online, it also helps Google to show relevant results to people looking for similar businesses through search results. With positive reviews, your business automatically becomes reliable and trustworthy in the eyes of the customers. A testimonial from a satisfied customer speaks a lot about the quality of your service as well and contributes directly to your bottom line.
#14: 3D Property Tours
It will also allow the customers to comment on any aspect of the property. For instance, a customer can ask a question related to the material used to build the countertop, floors, and many more. Being a property manager or an agent, you can provide feedback in real-time from the comfort of your office.
#15: Expand Business Reach with Affiliate Marketing
As you may have understood by now that property management marketing strategy involves developing campaigns, testing them over time and with variables and optimising them for best results. All of this is done to generate a strong ROI. The best way of doing it is with affiliate marketing.
Affiliate marketing is a good way to partner with other local businesses to promote your business. This can result in more buyers being directed to your website or social media pages. Just like influencer marketing, in which you partner with and pay individuals, here you pay businesses for the conversions. Here, you have to pay the businesses, called affiliates, a commission on each conversion. You can track how your affiliates are performing in promoting your business and decide whether the partnership is fruitful or not. In general, affiliate marketing can help increase your business profits to a great extent.
Summing Up
The competition in the property management businesses is very high. That’s the reason many property managers and agents have already differentiated themselves by implementing creative ideas to promote and sell their properties faster and stay ahead of the competition.
Make sure you use the property management marketing ideas and strategies given above to make the most of your efforts. Even if you only apply a few of these marketing tactics at the initial stages, you will definitely see an upswing in your property management business.
If you have any questions, check out i4T Global and see how we could help you to reach great heights in your Property Management Business.
