- Competitive Analysis
- Search Engine Optimization
- Pay Per Click
- Website Design
- Tracking & Analytics
- Email Marketing
- Social Media Marketing
- Video Marketing
- Franchise Marketing
- Case Studies
- Case Studies
- Home services
- Home Design & Remodeling
- Commercial Services
So, you want to get more property management clients.
You’ve got your work cut out for you, especially since traditional marketing methods don’t work anymore. Consumers are empowered and digitally-savvy, and now that the digital transformation has firmly taken hold, they know how to filter out the noise of online advertisements and find the data they need to make informed decisions.
Even the traditional buyer’s funnel has changed. Purchasing decisions are no longer linear as unlimited information is literally available at a consumer’s fingertips. Buyers often flip back and forth between buyer’s stages as they dive into their own research, evaluate potential vendors, check reviews, and repeat the process.
To put it in perspective, the average B2B buyer makes 12 online searches before they contact a potential vendor. By the time a landlord or property owner even speaks with one of your sales representatives, they are already halfway down the buyer’s funnel. Combine that with the fact that the property management industry is more competitive than ever, and, well—you’ve got your work cut out for you.
If you put all this together it means one thing: you need to connect with landlords and property owners, pique their attention, and gain their trust without ever speaking to them.
You can do it, and I will show you how.
Below you’ll find the four best property management marketing ideas and strategies that will help your company get found, stand out, and convert more clients.
Before We Start: The Basic Marketing Channels Property Managers Should Be Leveraging
As of August 2018, there are 290,362 property management companies in the United States. Your goal is to outperform all of them, and you can do it by leveraging the following marketing channels:
- Your website (website design)
- Search engine optimization (SEO), especially local SEO
- Content marketing
- Pay per click advertising (PPC)
- Email marketing (and remarketing)
- Video marketing
- Social media marketing
Your goal is to make the buying process as easy, seamless, and cohesive as possible.
1. Speed Up Your Website
Website speed is not only a search ranking factor, but it also has a huge impact on a customer’s experience. I’ll put it this way: if a consumer doesn’t see something happen on your website within three seconds of landing there, they’ll hit the back button.
A full 80 percent of a page’s load time is spent rendering all the different coded elements on a web page. This includes your website’s images, plugins, style sheets, scripts, and anything else that makes your website, well—what it is. If you want to speed up your website, ask your web developer to optimize the following:
- Slow server response time
- Cached resources
- CSS stylesheets
- Font sizes
2. Embrace (and Learn) Property Management SEO
Like I said before, today’s consumers are bombarded with marketing materials from the moment they wake up to the moment they fall asleep. They don’t need to look too hard for answers to their questions—that’s what Google is for. Google has become synonymous with online search, and landing a top spot on the search results page is the equivalent of having a flashing billboard in Times Square.
Property management SEO (search engine optimization) is the process of increasing a web page’s search rankings in order to increase online visibility. Considering 97 percent of consumers go online to find local services, 93 percent of online experiences begin with a search engine, and 47 percent of people click on one of the first three listings, it’s a smart best to invest heavily in SEO. There are more than 200 actual search engine ranking factors, but the ones that matter the most are:
- Secured sites (HTTPS vs. HTTP)
- Websites that are mobile-friendly
- Schema markup
- Webpage content quality
- Webpage content length
- Optimized title tags and meta descriptions on all web pages
- Page speed
- Social signals
- Quality backlinks
- Optimized images
- Domain age
Optimize your property management website for SEO and you’re well on your way to getting the web traffic and leads needed to grow your property management business.
3. Create the Content Property Owners and Landlords Need (and Want)
The average B2B buyer does 12 searches before engaging with a company. That means you have 12 chances to connect with them and make an impression. There’s a reason property managers and owners come to you—they need help. So, answer their questions preemptively. You can do this with blog posts, infographics, and even videos. Make it easy for them—you’re a business owner, so you get how time-consuming it is to run a successful business.
Tip: to find out what questions property owners are asking, use a tool like Answer the Public:
Or, you can just use these top property management keywords I downloaded for you:
Here are the places on your website you need to be sure to incorporate your top property management keywords, phrases, and questions:
- Title tag and meta description
- H1 and H2 headers
- Image alt-tags and descriptions
- In your website copy and content
- Google My Business profile
4. Expand Your Footprint with Email Newsletters and Remarketing
On average, only two percent of your website visitors will actually turn into clients. There are a plethora of reasons website visitors don’t convert on their first visit:
- They’re busy with something else
- They want to do more research
- They aren’t convinced they need your services
- They didn’t see the solution they wanted
- Their dog has to go outside
You name it, and people can be distracted by it.
Remarketing refers to re-serving marketing messages to people whose email address you have or who have visited your website already. How it works is when someone visits your website, a few lines of code from your retargeting partner drops a cookie in the user’s browser. When this cookied user leaves your site to browse the web, the cookie tells your ad platform (like Google Ads) when that user is on another website.
Remarketing to these people gives them a gentle nudge to remind them that, yes, you do have the solution they need.
Need Property Management Marketing Solutions?
Those four tips should get you off to a pretty good start with your marketing. If you have any questions, want more property management marketing ideas, or just want to chat, give us a call!
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod