Lead Generation Marketing Strategies for Property Managers
The road of marketing is filled with many obstacles for property management companies. However, you must learn to not lose sight of your growth goals. It is crucial to have a foolproof marketing strategy to survive in any business, but the property management industry is growing more competitive each year, so it’s that much more important.
The best marketing strategies evolve over time. This is why learning the ropes will benefit your company and position you above competitors. Find out the most efficient ideas to improve your marketing strategies and planning below.
Understand Your Customers (Property Owners)
One of the most important steps is to get to know your customer. This does not only mean knowing who they are but also understanding what solutions you can offer to solve their problems.
Start by researching your customers. There are numerous ways to collect data concerning what is important to your local property owners and investors such as conducting surveys and providing incentives for interviews. Make the effort to find out their needs, preferences, and goals as a property owner. If you know what makes them happy, you can align your marketing strategy accordingly.
Know What Makes Your Services Tick
Above all people, you should know your brand and your services best. You have to understand that people don’t just hire property management services, they view their property manager as a solution to their problems!
Start by identifying what problems and stresses your potential clients experience. Then, think about how your product can solve them. If you understand your potential customers, it will be easier for you to target them with your marketing messages that are specific to their pain points and needs.
Furthermore, list the benefits your service offers to customers. Do not be limited to the tangible benefits but also consider the intangible effects such as providing peace of mind. Both benefits matter because although tangible aspects are enjoyed by clients, the intangible benefits provide emotional satisfaction. Make sure that your content elicits an emotional reaction and really speaks to them.
Check With Your Marketing/SEO Team Regularly
Whether you are doing advertising or SEO (or both), you should always meet those in charge of the SEO and marketing campaigns to check what is being worked on, and what the results are. This allows you to manage your goals and know where you stand. Whether you want to check-in weekly or monthly, doing it frequently will help you understand what is being done to make sure your company is getting new property management leads regularly. The whole purpose of your SEO campaign should be to get new leads, right?
Failing to check in frequently will increase the likelihood of tasks falling through cracks. Truly though, your marketing or SEO company should be in touch with you frequently and keeping you up-to-date on what they are doing. If they aren’t responsive and proactive, you might want to find another company.
First Impressions Matter
You should not only aspire to make a great first impression in the real world, but also in social media. When a potential new lead visits your Instagram page or website, what do they first see? All your social media accounts should indicate who you are and what you offer.
Make sure your posts, pictures, and videos attract attention. This way, you can more effectively promote your services and increase your sales.
Perform Competitor Analysis
Although it is important to focus on your brand, you must also understand your competition. Make sure to compare your property management services, pricing, and customer experience you provide.
Knowing your local competitors is important if you want to develop competitive advantage. Review all competing products and their features. This keeps you posted about how other companies evolve and position their brands and service.
Spread Your Message
Every experienced marketer will tell you not to put all your eggs in one basket. Use various online platforms to spread your content. If you pigeon-hole your marketing efforts into just one avenue, you will eventually fail.
Identify the available media and do not be afraid to experiment. Make sure to track your key performance indicators, so you are in the loop of what is working and what is not.
For example, if you are currently heavily invested in Facebook advertising, maybe consider doing some Google ads as well to supplement it and further diversify.
Remember that high-quality content will not work if you do not have a great content distribution plan. Unfortunately, this is something many companies fail to deliver. Although the majority of business owners know a content distribution strategy is essential for success, it’s much more difficult to actually implement it.
Build Relationships
Marketing is not just about generating sales. Aside from producing revenue, you should also aim to develop new relationships as well as nurture old ones. These relationships are based on trust you have earned through repeat customers and brand ambassadors.
Relationships are also an indicator of the power of personal marketing. Though crafting your messages to appear personal, your customers will be more encouraged to interact more often. Do not hesitate to express care for your customer!
Track Your Metrics
Every marketer knows how important it is to track their metrics. Monitoring how your content performs will help you identify whether it is helping you achieve your goals. Look for important metrics such as social media engagement, traffic and sales, and leads. Check your website rankings, and if they are increasing or decreasing.
Track Your ROI
Many content marketing strategies fail because companies fail to track their return on investment. Tracking your metrics and goals regularly can only do so much. You should also have a system for calculating content marketing cost and revenues. If you don’t, you will never determine if your efforts are successful.
Be Flexible
You won’t always get your property management lead generation strategies right the first time. Think of it as a trial and error process. You need to find out which strategies are not working, so you can try other alternatives. Whether you are facing problems with your engagement, social media presence, website traffic, or sales, the key to overcoming that hurdle is through experimentation.
If you are not seeing adequate results do not hesitate to move on. Ineffective marketing strategies will only drag your business down.
Understand the Importance of a Great Marketing Strategy!
Having a property management business without a marketing strategy is similar to fishing without bait. Although you might catch a fish, it will not be as productive as you originally hoped. Bear in mind that any marketing strategy you try will require time, dedication, and effort. If you want your business to grow, you need to master all the tips listed above!
We hope you enjoyed this promoted piece as much as we did!
