5 Effective Marketing Strategies for Property Managers
Like any niche business, property management requires bespoke marketing strategies in order to be successful. It’s never just a copy and paste game though, for the simple reason that every management firm is different and will want to play to their unique strengths.
Here are 5 effective marketing strategies for Property Managers.
1. A website with unique copy and photos
The first and most important strategy is to get a really good website designed and published. Without a website no business can succeed that doesn’t already have an established client base. All business websites have two components - the design layout and the words. Both need to appeal to human website visitors as well as the robot search engine crawlers so that your site is indexed appropriately (see number 3 below). Two things you should invest in for your website are professional copywriting and professional photography. Both pay back well because you do not want your site looking like a clone of your competitors.
2. An updated Google My Business listing
The second is to set up a Google My Business listing. This is the core of local marketing, especially in New Zealand where 93% of the population use Google search [as at July 2022]. This service integrates maps, named business search, photos, blog updates, a shop, and reviews. And so it’s worth you getting listed just for the ease of searching if someone types in “property manager near me”, so your business shows up pinned on the map.
3. Some basic search engine optimization (SEO)
The third is to do keyword research and implement search engine optimization (SEO) on your website. This is worth paying a professional to do for you. There are two sorts of SEO - on site and linking. The on site is editing the words and image descriptions on your website to align with suitable keywords which prospective clients may search for. Linking SEO is getting other sites to link back to you.
4. A client testimonial programme
The fourth is to start a client testimonials programme - the most powerful way to persuade prospects to hire you is to demonstrate the skill with which you dealt with other clients, in their own words. There are a lot of places where a testimonial can be published, but first you have to get your tenants and landlords to write about you. Umanest’s suite of software includes a testimonial process and shortcuts for cross-publishing onto multiple platforms.
5. A referral programme
The fifth is a referral programme whereby existing and past clients tell their friends about you. The adage about doing business with people you know, like and trust underpins a referral. Clients are less likely to seek competitive quotes or alternative providers if you have been referred. Combine this with the opportunity for landlords to speak directly with other landlords whose rentals you have under management and this strategy becomes very powerful indeed.
Here you go - five tactics that you can execute over and over - when you’ve done all five, go back to the start and improve each.
- The best book about SEO for owner managed businesses SEO For Growth by John Jantsch
- Umanest software features including client testimonials