EN
ES
7 Property Management Marketing Ideas to Grow Your Business
Running a property management business comes with many challenges. The day-to-day tasks can take up a great deal of time and effort and leave little room to come up with a marketing strategy for future growth. Read on to find out where to begin and how to formulate a winning property management marketing plan.
Property managers have had to change up their marketing strategies dramatically. Methods like the yellow pages, radio ads, and telemarketing have all become virtually obsolete.
While a strategically placed yard sign might still draw some attention to your property management company, it’s more important that your name pops up online. Nearly everything starts with an online search and without a strong online and social media presence, you'll be invisible to your customer markets. Whether you’re only starting a property management company or you’re already an established name, the one constant that remains is the importance of making effective strategies like these part of your daily routine.
Why Is Digital Marketing for Property Managers Important?
There’s no denying that the internet is the one true way to market your business. From a professionally designed website to a referral program to paid ads, a balanced online marketing strategy will ensure your property management services are always visible. Not only do your prospective customers use the internet basically on a daily basis, but it also offers other benefits like:
Affordability
This type of advertising is incredibly efficient in that its costs are very low when compared to traditional marketing like television, print ads, and radio. Social media platforms in particular are very cost-effective as you essentially don’t have to pay anything. Your time will be your biggest investment.
Measurability
Another advantage of digital marketing is the ability to determine how well a business has achieved its marketing goals accurately. Digital marketing tools, like Google Analytics, let a property manager monitor every detail – from how many views an advert has to how many clicks a website generates.
New markets
With digital channels, you aren’t restricted to only local property owners. Growing a solid social media presence will help you to reach new markets which in return will improve your profitability.
That said, for the property management industry, the idea of working with local businesses is incredibly beneficial to your marketing strategy. If you advertise in your neighborhood you have a better chance of finding a new tenant for your rental property because all of your traffic is local.
What Is a Marketing Plan in Property Management?
Every marketing strategy should start with the same formula: the 4Ps. These are your:
- Product (what are you offering and who needs it?)
- Price (what is the value of your service?)
- Promotion (how will you be communicating with your prospective customers?)
- Place (where will you predominantly promote your services?)
Once you have those down, you can consider the finer details of your strategy like your goals, the budget you are willing to put towards marketing, and how you’re going to keep track of it all.
A solid marketing plan comprises industry-specific market analysis, messages specific to your intended audience, selecting platforms on which to promote your property management service, and metrics to help you measure your success.
Property Management Marketing Ideas to Help Boost Profitability
1. Paid marketing
Paid marketing is the process of conducting paid campaigns across a digital channel for a specific audience targeted on a website. With pay-per-click (PPC), the most widely used form of paid advertising, the advertiser is charged each time one of their adverts is clicked. The costs of these clicks are varied, fixed, or calculated using a bidding model.
For example, search engines like Google, allow you to bid for relevant keywords, making it possible for your website link to shoot to the top of the search engine results page (SERP). Similarly, social media sites let you promote to segmented audiences of your choosing in the form of sponsored posts. If your advertisement is targeting the right customer markets, you will get maximum return and reduce costs.
Where do you begin?
You can either pay for your ads to be displayed on search engines like Google or Bing or to be displayed on social media pages like Instagram, all based on the relevant keywords you select.
For example, in the case of Google Ads, you could pay to have your listing appear higher when someone types in the search query “property management companies”.
Is it really worth the money?
Simply put, if you segment your audience accordingly, yes.
Property management companies will benefit enormously by spending on paid marketing to expand their reach and get more leads. It gives you the chance to get a larger share of the market and earn more.
2. Social media marketing
It’s estimated that there are 5.24 billion social media users. This is about 64% of the world’s population!
As such, social media platforms should be an important part of property management marketing. It lets property managers promote their business, engage with property owners, and create quality leads for their properties. For example, by posing questions, responding to comments, or sharing content like video clips or links to property management blogs, you build customer relationships and trust.
But first, you need to decide which platform to go with. Instagram and LinkedIn are the preferred social networking sites for property management, but we’ll be exploring Facebook and X (formerly Twitter) as well.
Instagram is a great platform to showcase the properties managed by your company with beautiful photography. Ensure that you post the best photos of the spaces and detail how your services manage and maintain them in the caption.
You also have stories and reels at your disposal to promote more visual content and promote any special offerings.
LinkedIn isn’t just for expanding your professional network. It’s also a great way to list your property management company, build your brand, and position yourself as an industry expert.
The most effective way to use LinkedIn would be to create a LinkedIn Business page. It’s another way to promote your company and its offerings, as well as create a small community around your service. Because it lets potential clients follow your page, they will be notified whenever you post. These posts are also an opportunity to position yourself as a thought leader and connect with other property managers.
Consider using Facebook advertising (a form of paid marketing). To increase brand recognition, increase engagement, and draw in more followers globally, you can set up sponsored advertising campaigns. Facebook will immediately inform you on your company page, how much engagement your campaigns get and how much it will cost to promote your post.
X (Twitter)
X is another platform that lets you promote your company, interact with existing and potential customers, and expand your business overall.
When using X for property management marketing, ensure:
- Your profile is complete and links back to your website or another relevant business page.
- Your posts include relevant and trending hashtags.
- You follow only accounts relevant to your niche.
- You comment on others’ posts and respond to comments to drive engagement.
3. Content marketing
As a property manager, you should write informative and interesting articles to attract customers to your website. The idea here is to position yourself as an industry expert, showing clients that you aren’t only on top of the practical side of property management, but you are knowledgeable enough to pass on that expertise. You can use a social media scheduler to post consistently on multiple social networks and extend the reach of your content.
We suggest releasing relevant content two to three times each week and to create clear, concise, and current copy. Furthermore, we recommend that you:
- Answer questions on property management forums and address FAQs
- Contribute to property management blogs, be they your own or external
- Offer how-to guides and tips on the market
Use platforms like AnswerThePublic for a survey topic if needed.
4. Search Engine Optimization (SEO)
When a property owner searches for “property managers near me” or a tenant types in “apartments for rent in [city],” SEO determines whether your company shows up or gets buried under competitors. This increased visibility in the local search results will help generate leads and drive more quality traffic to your website. While it takes longer than paid marketing strategies to show results, it has lower acquisition costs.
To get started with SEO, focus on the following:
- Identifying appropriate primary and secondary keywords which you strategically incorporate into your web pages
- Claim your Google Business Profile
- Get listed in local directories and real estate association websites so that you can build backlinks
- Encourage happy clients to write positive reviews.
5. Email Marketing
Property management advertising should assist in building an e-mail list for prospective leads. Afterward, you can use email marketing to acquire, retain, promote and inform.
To improve open rates, make your subject lines punchy. Then, to ensure that few want to unsubscribe, create content that’s enticing and applicable.
6. In-person events
Every niche has its community and that’s why network-related property marketing strategies can be effective. This allows you to increase your exposure to customers and it helps you build relationships.
A great way to encourage networking is to host or attend property management events. During these events, you will be able to interact with hundreds of property owners whose business goals include improving property management and marketing.
It’s not just about generating leads. During the course of a networking event, you will see or hear about various marketing methods which have proven to be effective, as well as ones that are not.
7. Mobile-friendly website
Shockingly, 36% of small businesses still don’t have their own website.
Having a website for your business feels almost like a no-brainer, but with so many options to list on third-party sites, it can almost seem like a waste of money. However, it can actually cut the cost of being listed on third-party sites because it provides your guests with a more direct avenue to book.
To create a successful website, you’ll need:
- Strong visuals
- Quality content
- Easy navigation
- Reliable contact information
Core details like who you are, what you offer, and contact details should be front and center. Additionally, you need to make sure that the site is error-free, all of the links work as intended, and it’s aesthetically pleasing.
You can, for example, check out iGMSwhich offers a website builder.
Conclusion
There are a multitude of ways to market your property management company, some more relevant than others. What matters most is identifying your target audience and making sure to speak to their needs. Without the necessary property management tools at your disposal, you can only accomplish so much though.
By automating daily processes, vacation rental software like iGMS makes sure your business operates smoothly. By doing this, you may free up to 70% of your time and concentrate on more significant tasks like marketing and expanding your business.
Some of the common host tasks iGMS can perform for you automatically include:
- Using a single interface to manage multiple accounts and listings on the best OTAs
- Eliminating double-bookings by synchronizing reservations across multiple platforms
- Organizing your messages into a single feed to ensure quick responses
- Automating the distribution of guest reviews.
