Property Management Company Marketing Tips

Property Management Company Marketing Tips: 39 Ways to Grow Your Business

Are you wondering how you’ll grow your property management business with so many already in the industry? Maybe you worry that you can’t stand out amongst the competition, including other local companies, because you have nothing special to offer.

Spoiler alert: you do!

The key is knowing the top property management company marketing tips to get the organic traffic you desire and to end the need to spend money buying leads constantly. Keep reading to learn the successful marketing tips for your financial institution to help your business grow.

Why Property Management Marketing Ideas Are Important

Thanks to the internet, clients can find a property management company anywhere, not just in their local area. That’s why knowing all the top property management marketing strategies is crucial so you can set yourself apart from the competition and be one of the top property management companies in the industry. Using as many digital marketing strategies as possible gives you a greater chance of getting more potential clients.

39 Best Property Management Business Marketing Tips

Property Management Marketing Ideas

You don’t want to be just any property management company. Your property management marketing plan should show potential clients you are above the competition. It should tell them why they should choose you over anyone else, whether you are a small community property management company or a larger business.

Here’s what to consider when creating a property management marketing plan.

1. Solidify Your Target Audience

As a property management business, you likely cater to a specific audience, and your marketing efforts should portray it. For example, it wouldn’t do you any good to market to people looking for specific repair management when you specialize in enforcing leases and setting rent.

To avoid wasted time and money, narrow down who you want to focus on or who could best use your property management services. This is the audience you want to focus your marketing strategies on because they are potential customers who would go to another company if they didn’t come to you.

2. Build Your Brand Strategy and Identity

It’s important to have a brand for customers to recognize no matter where they find you, whether it’s your property managers business’ website, social media posts, or a flyer. Your logo, colors, and all other branding details must remain consistent across the board and showcase your company’s brand.

Think about McDonalds. You could likely spot the golden arches anywhere and immediately know what they stand for; that’s what you want for your brand. When your audience sees your branding, you want them to be able to recognize that it’s you.

3. Identify Your Short and Long-term Goals

Effective marketing strategies require you to identify your short and long-term goals. To be the best in the property management industry, consider following the SMART goals framework.

  • Specific: Make your goals as specific as possible. For example, don’t say, ‘I want more new customers.’ Of course, you do, as does every other property management business in existence. Instead, give yourself deadlines and put numbers to your goals, such as ‘I want 100 new customers per month,’ or whatever is realistic for your business.
  • Measurable: When you make your goals specific, they can also be measured. Using our example from above, you can measure your progress by seeing how close you are to your 100 new customers per month.
  • Attainable: Don’t get crazy with your goals. It’s a good idea to dream big, especially in the property managing industry, but make your goals attainable. You can always level up after reaching your initial goals but don’t make them so far-fetched that you miss your chance to grow your business.
  • Relevant: Make your goals relevant to your business by stating specifics, such as the type of customer you want to attract. For example, I want to add 20 new clients looking for a savings account. Make your statements specific to what your company offers.
  • Time-bound: Give each goal a deadline. It’s okay if you don’t reach it and need to adjust, but it lights a fire under your team to reach the goal rather than being disappointed.

4. Ensure Your Offers and Services Are Clear and Concise

Make sure your offers are clear and concise, letting prospective clients know exactly what you offer.

For example, if you cater to families with young kids, offering a youth savings account, your offers should clearly state that so families don’t overlook your property management business as a possibility because they don’t think you offer what they need. Financial institutions offer a range of products, so making it as clear and concise as possible is key.

5. Conduct a Competitor Analysis

Chances are you aren’t the only property manager in the area, so doing a competitor analysis will help you understand what you’re up against. This isn’t to say that you should copy your competitors. Instead, you should see what they do well and what they don’t and then see how you can do even better.

The key is to do one better than your competitors, a.k .a. fill a void they aren’t filling, so you get more prospective clients than your competitors. To do this, you should:

  • Evaluate the keywords they use
  • Use and rate their website, determining what’s missing that your target audience may want
  • Consider their pricing and offers
  • Look for any shortcomings that you could fill
  • Determine what marketing plan they use

6. Nail Down Your Marketing Budget

Getting carried away with paid marketing ideas is easy, but that isn’t always necessary. The key is to get as much organic traffic as possible, so nailing down your marketing budget is key. When you know how much you have to spend, you can carefully spread it out in the different areas.

7. Create a Mobile-Friendly Website

Of course, the best digital marketing techniques require a solid website, but focusing only on how it looks online is a mistake. You must have a mobile-friendly website, too, as many people check websites on their phones when making important decisions, such as which property managers to consider. A website that isn’t mobile-friendly will turn away potential customers. A mobile-friendly website also increases your visibility, brand identity, and lead-generation capabilities.

8. Optimize for SEO

One of the most important property manager marketing tips is to optimize for SEO for property management companies or search engine optimization. This is what makes your website visible to your prospective customers and how you increase your business.

When you optimize for search engine optimization (SEO), you do the following:

  • Do keyword research: Using the right keywords is the best way to reach potential customers. You want to use words they search so you come up in the top few Google results, utilizing national and local SEO, increasing the chances of clients clicking your property management website to learn more.
  • Create an SEO strategy: Your SEO strategy is unique to your business. No two companies have the same strategy; you want to beat your competitors! Your strategy must include on-page and off-page SEO tactics, including local SEO, to attract clients in your area.
  • Website optimization: Slapping together a website doesn’t mean your customers will find you. You won’t get the views you anticipated without proper keyword usage or a solid marketing plan.

9. Start a Blog

You might not think anyone would read a blog from someone in the property management industry, but this is a key factor in your search engine optimization! Google looks for regular updates, and what better way to do it than with a blog? Content marketing for property management companies is key to building your online reputation.

When you create content about property managing and help your audience learn financial literacy, you show yourself as an authority in the industry. Your blog posts can include:

  • Helpful tips
  • Definitions of difficult topics on personal finances
  • Comments about the latest accounting industry news

10. Send Regular Email Newsletters

Email marketing is a great way to reach your target audience and provide value. Email marketing campaigns are another way to build your online reputation by providing your audience with news, tips, and promotions.

The difference between email marketing and content marketing is that you can get more personal with your audience, making them feel as if your email was specifically for them and not your entire audience. Making this a consistent part of your marketing tactics can help you build a larger audience.

11. Network With Other Professionals

Don’t be afraid to network with professionals in and outside the property managers world at networking events or anywhere else. Some key players include financial advisors, attorneys, and business owners. Think of anyone in the area that comes into contact with people who might need your services.

Let other professionals know what you do and what you specialize in. Give them an idea of who you cater to and how you can help them, and let them see how helpful your company can be in helping their clients. The key is to build relationships to get referrals.

12. Print and Direct Mail Marketing Is Still Helpful

Despite all the talk about content marketing, there are other marketing ideas too, such as print and direct mail marketing. You want to focus on local marketing when targeting a particular geographic location. Again, ensure your printed and direct mail marketing has the same branding as your digital marketing to keep a cohesive front.

13. Sponsor Local or National Events

Attending local events is one of the best ways to get your name out in the community. You can sponsor a local sports team, host a booth at a trade exhibition, or be a speaker at local conferences. The key is to share your expertise and show that you care about the community. This is a great networking event without feeling like one. You showcase your authority in the industry and let others see you are the expert.

14. Get Involved in the Community

Getting involved in the community doesn’t mean promoting your local property managers. Sometimes, it means getting your hands dirty and volunteering to make the community a better place. Showing your community that you care gives prospective customers a better idea of what you stand for and that it’s not just to make money.

15. Provide Helpful and Informative Downloads

Showcasing yourself as a leader in the industry is easy when you provide your audience with helpful and informative downloads. These freebies could be a quick PDF, chart, ebook, or video that helps prospective customers learn more about property management or other challenging property management topics. The more education you provide, the more you show your audience that you care and aren’t just trying to get more leads.

This lead generation strategy helps you get a larger list of potential clients you can continually market to. The more you engage with your audience and nurture them, the more likely they will eventually turn into new customers.

16. Code Interactive Website Tools

Interactive website tools keep your audience engaged and encourage more website visitors. Think of the tools your audience would use the most and add them to your property management website as a part of your digital marketing strategy.

While the ideal goal is to have your audience talk to a property manager in person to close the deal, you want to provide them with as many helpful tools as possible so they remember your company over others when deciding who to use.

17. Encourage Referrals

Using your existing customers to help you get more property management leads can be a successful marketing strategy. Encourage your clients to pass your name along to those they know who could use your services. There’s no higher compliment a client can pay you than providing client referrals or testimonials to let others know of your services.

You can politely ask that they send referrals your way or even make them your referral partners and offer incentives to do so, such as a small gift card or gift in exchange for a successful referral.

18. Implement a System for Requesting Reviews

Online reviews are an important part of your property management marketing ideas. While it might feel awkward to ask for reviews, they are integral to your property management company marketing plan! If you haven’t claimed your Google business profile yet, use this free resource. Your Google My Business page is a great way to ask for client testimonials from property management customers to show future customers what you offer.

19. Respond to Reviews

Every time you receive a review, take the time to respond to it. Thank the customer personally. This not only builds customer relationships but it shows potential clients how much you care about your clientele. It proves that you treat your customers as people, not just another number.

20. Record Company Videos

Video marketing is a key component of your property marketing techniques. Implementing keywords in your videos and providing valuable content can help you rank higher in the search engines. You can post videos to YouTube, your website, or your social media platforms to increase your views and get more customers.

21. Add Chat to Your Website

Customers today like instant gratification. They want answers as quickly as possible and don’t want to wait for you to return a voicemail or answer an email. Online chat allows instant access to your business and is a great way to grab the potential client’s attention while they are strongly considering finding a new property manager.

22. Invest in Marketing Automation

You might think all these property management marketing ideas will take up too much of your time, but investing in marketing automation is the key to ‘setting it and forgetting it.’ Of course, this doesn’t mean your content marketing efforts are ever put on the back burner. However, setting certain tasks up to be automatically carried out can alleviate your stress and help you build customer loyalty.

23. Optimize Your Social Media Profiles

Take full advantage of social media platforms by creating optimized social media profiles. Stick to the same branding, but anyone who visits your profile should immediately recognize what you do and offer in your social media marketing. It should be apparent that you are a property manager and the type of clientele you cater to so that you get the right types of leads from your social media presence.

24. Livestream on Social Media for Q&A

Social media sites are free; you should take full advantage of them! Social media pages are a great avenue for live videos where you host Q&As, providing your audience with free answers and knowledge so they can make informed decisions about their property management needs. Providing these clips is a great way to alleviate the stress clients feel about talking to a new property manager, allowing them to get their questions answered easily.

25. Host a Webinar or Seminar

Seminars or online seminars, called webinars, are also a great way to use your marketing resources. Let your audience hear you talk about important topics to help build trust in your business. As you show your expertise, it’s much easier for your audience to consider you for their property management needs versus another local business.

26. Land Speaking Gigs

You may find opportunities to speak at other events as you network with other business professionals. You don’t always have to be the event’s host to be the speaker. As you build a larger customer base and show your expertise, more businesses may look to you for your property services experience and want you to speak at their engagements.

27. Get Press Coverage

Press coverage is easier to get than most people realize, especially with the internet and social media today. Try to get recognized for your awards, community service, or accounting services. Most people will lean toward the companies that get good press when they need someone they can trust, so the more you show up in the press, the better.

28. Build Authority With Guest Posts

Guest posts are like the online version of speaking engagements. You may be asked to provide guest blog posts as you network with other business professionals. This is a blog post you write, but your business referral partners post on their blogs. This helps you get in front of not only your audience but also the blog owner’s audience.

29. Participate in Podcast Interviews

Podcast interviews are another form of ‘press,’ just not in print or video. No one will see your face when you do a podcast interview, but they will hear what you have to offer and form their own opinion of your company based on what you share. This is a great way to get in front of a larger audience and have more people learn about what you offer.

30. Stay Active on Property Management Forums and Facebook Groups

Community forums are a great way to stay engaged with your target market. They offer a way to get personal and discuss concerns with potential and current customers where they are comfortable. You can help keep the record straight about financial decisions, provide tips, and offer consultations to help people in the group.

31. Run a Giveaway

Running a giveaway is a great way to get more attention. Consider it a part of your marketing budget and run a small giveaway that attracts attention and helps in generating leads. Of course, you’ll ask for the contact information of anyone who enters, allowing you access to your audience in the future.

32. Apply for Local Awards

Pay attention to any local awards your community offers, and apply for them. The more ‘good press’ you get, the easier it is to build a larger audience. Your awards could be for your local property managers and what you offer or even for doing good within the community.

33. Sign Up for Marketing Directories

Get your name on as many marketing directories as possible, especially if they are free, like Clutch. Be sure to complete your profile on the directories as much as possible, giving your audience as much information as possible about your business to encourage them to contact you when they need property management services.

34. Initiate Co-Marketing and Joint Ventures

Consider combining your marketing ideas and efforts if you have a company you work well with and wouldn’t mind swapping ideas for a successful marketing plan. This helps increase your market share and profits by keeping costs down and playing off one another’s ideas to maximize your marketing strategy.

35. Experiment With Paid Advertising

If you’ve exhausted all organic marketing techniques and use them consistently, you may consider paid ads. We caution you not to go overboard with them, especially social media ads, as they often don’t provide the same results as organic marketing ideas, but they can be a good complement when you want to fill in with more leads.

36. Try Influencer Marketing

You might not think of influencers when you think about property management marketing, but it can be a solid strategy for building your clientele. Influencers who talk about using your property managers and how you helped them or who boast about your services may help get your name in front of audiences that otherwise may never have known you.

37. Optimize Your Marketing and Sales Team Communication

Your marketing and sales team must work together. Your marketing team identifies leads, and your sales team is responsible for following up with them. Communication between the two teams is essential to capture new business and close the deal.

38. Upsell and Renew Existing Clients Through Funnels

You can gain loyal customers by providing an excellent customer experience and maintaining a good customer relationship management strategy. Property manager services are something individuals and businesses need repeatedly, so constantly marketing to your past clients and nurturing them, whether it’s months or years down the road, can turn them into repeat clients.

39. Monitor and Measure Results Monthly

You could try every one of the marketing tips here, but the only way to see how they work for you is to monitor and measure your results monthly. There are many ways to do this, such as:

  • Watching sales metrics
  • Monitoring the number of calls/inquiries
  • Measuring the email open rate vs. click rate
  • Paying attention to your email unsubscribe rate
  • Monitor your social media analytics, including likes/follows/comments
  • Use Google Analytics or Google Search Console

Which of These Marketing Tips for Property Managers Should You Try First?

Marketing Tips for Property Managers

The key to proper property manager marketing is to go slow. Try several marketing strategies at a time and measure your results. You may find that some work great, and others aren’t your cup of tea. Choose the strategies you are most comfortable trying and will use consistently. Any marketing strategy is a slow and steady game. You won’t see results overnight, but with consistency, you may be surprised at how much it grows your property management companies clientele.

Mistakes To Avoid With These Marketing Tips for Property Managers

When implementing the property management marketing strategies, there are some key mistakes to avoid:

  • Not hiring a professional: Let the marketing professionals handle your marketing strategy while you focus on running your business. Everyone has something they do well; if marketing isn’t it, let the professionals do it for you.
  • Relying on a single marketing channel: Don’t put all your eggs in one basket. Diversify your marketing strategy to ensure you maximize the return on your investment.
  • Focusing on too many marketing channels: Diversifying too much can make getting each strategy the necessary attention difficult, leaving you with less than desired results.
  • Not tracking results: It’s impossible to tell which marketing strategies work until you track the results and see which provides the greatest return on your investment. The professionals can track them for you, helping you understand what’s working and what isn’t.
  • Not making adjustments to strategy: After reviewing your results, it’s important to adjust, especially the strategies that aren’t providing the desired results. If you don’t, you continue throwing money at tactics that don’t work.
  • Not knowing what the competition is doing: Always watch your competitors. See what they are doing, changing, or not changing so you can make sure you do better than them and capture a larger part of the market share.
  • Not setting definable targets: Setting your SMART goals ensures you know what you’re trying to achieve and how well you’re doing. You can’t measure your progress or understand what is/isn’t working without a target to reach.
  • Ignoring online marketing completely: If your business doesn’t exist online and you don’t use SEO and other digital marketing ideas to get a larger audience, your competition will get all the business while you sit and wonder what you did wrong. 

Implement These Marketing Tips for Property Management Companies With an Expert

These property managing company marketing tips are the key to success! But as a busy property manager, you likely don’t have enough time to implement and monitor these techniques. Partnering with a rock-solid marketing company with the experience and results to help your comapny grow is the key to making your marketing strategies work for you.