5 Strategies to Take Your Marketing to the Next Level
By Lindsay Valenty -
Launching a new property isn't easy, and neither is filling it. That's where marketing comes in.
Did you know that there are over 150,000 property management companies in the U.S? That's a lot of competition.
Feedback from customers and online ratings, not to mention co-workers and past clients, greatly influence residents' trust when deciding where to live.
Content Marketing is Key
Make yourself stand out as the thought leader in your industry. Here's how:
• create content that addresses pain points that tenants experience and how you can help address them
• highlight the unique services your management firm offers
• utilize a variety of mediums, such as videos, social media posts, even ebooks, to appeal to a variety of property owners
According to Lia Nichole Smith, senior vice president of education and performance for Satisfacts Apartment Ratings, residents take online reviews more seriously than ever. Critical feedback about customer service from on-site staff and how the management firm addresses those concerns significantly impacts residents' choices on where to live.
Use this knowledge and your expertise to create content that addresses how properties can prevent negative experiences and how to correct them when they occur.
Make it Easy to Find You
Your services should be easy to find on your website, as well as your contact information.
The more content you create that incorporates keywords in your industry, the better your SEO. Google rewards websites that have quality content—take advantage of this.
Not only that, but your website must incorporate the types of procedures you've put into place regarding public safety during the pandemic. What do you require of your staff to protect your clients? What services do you offer for residents looking to check out your property virtually? These are all things you should highlight clearly and prominently on your site for residents and prospects.
Utilize Local Resources
An easy and no-brainer resource is to claim your business on Google My Business. It's free and will pull you up when people search for property management firms in your area.
Additionally, make sure that you include more geo-locating copy on your site. Examples of this are "Minneapolis property management" or "property manager in Minneapolis." People generally use long-form searches when looking for something specific. Capitalize on this when doing your keyword research and incorporate it as part of your marketing strategy.
Work Within Your Community
The knowledge you bring to the table can benefit more than just real estate. Think about other businesses in your area—banks, maintenance specialists, pet stores, real estate agents—that could benefit from your knowledge.
By working with others in your community, you increase your chances of being recommended by them in the future. Win-win.
Additionally, make a habit of conducting satisfaction surveys with your residents. What do they like, and what would they want to see improved or offered? Having an open dialogue with your current clients shows that you care about them and increases the likelihood that they will recommend you and your services to others in the future.
Hit the Pavement
Your marketing strategy can't just be digital—it should be personal as well. Make a point of meeting with people in your community by attending town hall meetings and becoming part of a local association.
By showing that you're active in your community, people will start to recognize you and become more familiar with your company. Being involved in your community will increase the number of referrals you receive via word-of-mouth, as well as your reputation.
Another great way to communicate with your current residents is to offer coffee hours. Invite them to mingle with their neighbors or meet with you one-on-one to learn more about their experience with the property. Learn more about who they are as a person—their pets, interests, hobbies. Show that you care about their happiness and THEM, not just about any reviews they may leave online or on social media.
With so many new developments going up each month, the competition for renters and buyers is tough. Building, listing and showing just isn’t enough. Whether you’re a real estate developer putting up student housing, luxury apartments or boutique studios, your new development needs a strong brand identity to stand out from the crowd—and we'll give you an edge over the competition.