To run a successful property management company, a variety of skills are needed. And, among these skills is knowing how to market your company.
Long gone are the days of marketing via TV commercials, print radio, Yellow Pages, telemarketing, and cold calling. Today, savvy property management companies are employing a smorgasbord of online strategies to get the word out about their services.
While digital marketing can seem daunting, it has the potential to take your company to a whole new level. Done right, it can help your property management company stand out, generate leads, penetrate new markets, and boost revenues.
And luckily, it doesn’t cost a fortune.
In this article, we are going to look at 6 marketing tips to help set you up for success today.
Tip #1: Optimize your site’s performance.
In this era, a site needs to be as functional as it is attractive. User experience (UX) is what makes or breaks on online presence. Search engines, including Google, now consider user experience as a ranking factor.
It’s therefore imperative that you optimize your site in order to ensure it converts as optimally as it should. The following are some tips to help you in this regard.
- Make sure your site is mobile-friendly and easy to navigate. A site that is easy to navigate provides the highest rate of conversions. Having a mobile-friendly site can also improve your search ranking and boost the user experience.
- Ensure elements in your web pages are consistent. This means making things like photo choices, illustration styles, design elements, spacing, button styles, coloring, font choices, and heading sizes match.
- Research keywords that your target visitors are looking for. This will help lead to finding the right group of individuals you want to focus your marketing efforts on.
- Optimize your property management site for speed. You are losing potential leads and customers for every second that your site takes to load. An extra 5 seconds of page load time, according to Section.io, can increase your site’s bounce rate by at least 20 percent.
Tip #2: Understand your competition.
Know what your competitor is doing. This can help you understand a thing or two on what is working and not working within your market. During your analysis, find out about:
- What they are targeting in terms of customer segments.
- What marketing strategies they are using.
- How effective they are when it comes to their blog content.
- How active they are on social media.
Doing so can help you get an understanding of what kind of competition you are up against.
Tip #3: Produce valuable and engaging content.
The quote “content is king” was originally from a piece Microsoft Founder, Bill Gates, wrote in 1996. In the article, he described the future of the internet as a marketplace for content. And truth be told, the phrase is more relevant today than ever before.
The right content, among other things, will help set you apart from your competition. Your goal should be to produce content that resonates well with property investors, developers, and landlords.
The content can take various forms. For example, it can be in the form of podcasts, videos, blog posts, or infographics.
But most importantly, to produce the right content, you need to find topics that your prospects are searching for. In other words, you need to find the right keywords. The following are tips to help you identify suitable search terms your competition might be overlooking.
- Think like a customer. Put yourself in their shoes and ask yourself what you would type into Google when searching for a product or service.
- Identify keywords that your competition is targeting.
- Target long-tail keywords. They are not only easier to rank for, but they can also help you to boost your click-through rate.
- Research potential target keywords. To help you in this regard, use nifty keyword research tools like Ahrefs, Semrush, Kwfinder, and Moz.
- Analyze the results. Once you pick your keywords, create high-quality and engaging content around them and monitor how they perform.
Tip #4: Expand your reach through email marketing.
Due to a thousand and one factors, you can only convert a small percentage of the visitors that come to your site into clients. It could be, for instance, that they may find the available information insufficient. Or maybe, it could be that they may get distracted by something else on your site.
Whichever the reason, though, you must find another way to cut through the noise and boost your conversions. And email marketing campaign can help you do just that. Email marketing is essentially a digital marketing strategy of sending emails to prospects and customers, with the ultimate goal being to get your lead to respond to your call to action.
Tip #5: Make use of social media.
Social media marketing is no longer optional for businesses in 2020 and beyond. With over three-quarters of the U.S. population using social media, failing to take advantage of the various social media platforms is a recipe for disaster.
Done right, it can help you generate leads and penetrate new customer markets. To give you some perspective, here are the numbers as per statista.com. (Monthly active users as of October 2018 in the United States).
- Facebook recorded 204.9 million visitors.
- Instagram came second at 154.8 million unique visitors.
- Facebook messenger recorded 120.8 million visitors.
- Twitter came fourth with 110 million unique visitors.
Others included Google Hangouts (93.6 million), Pinterest (86.5 million), Blogger (64.1 million), Reddit (56.5 million), Snapchat (51.4 million), and Tumbler (32.6 million).
Social media is a gold mine of customer leads, needless to say.
Tip #6: Build links to your property management site.
Google considers backlinks as a ranking factor. Getting a consistent stream of high-quality links can help grow your site organically and improve your search engine rankings.
Not all backlinks are created equal, though. You want to acquire relevant ones and from high-quality domains. And how exactly should you acquire them? Their acquisition should be organic, earned through the creation of high-quality, relevant content on your site.
These are just some of the marketing strategies that property managers should be using to grow their companies. Don’t also forget traditional marketing methods like word-of-mouth and referrals. A robust marketing strategy should make use of both online and offline strategies.