If you’ve been in this business for a while, you’ve probably noticed how competitive property management has become! It seems that everyone is a Property Manager! It’s a much bigger challenge than it used to be, to attract and keep a good client base. A solid marketing campaign, consistently applied, will set you apart from your competition.
Here are a few proven tips…
- Make sure your name and photo are on all advertising pieces. We humans are visual creatures. We’re more likely to remember your face, than the name of your company, or specifics about your business model.
- Your website must be well-designed and user-friendly. It does not need to be fancy, with a bunch of bells and whistles. It just needs to work. Navigation should be intuitive. Many industry organizations, including the National Association of REALTORS®, have concluded that real estate consumers use the internet in their search for services.
- Postcard Mailings – Yes, I know this seems counter-intuitive, but the effectiveness of “snail mail” campaigns is making a comeback! Target your mailings to the specific property type and geographical location of the portfolio you want to build.
- Establish yourself as the expert. Often. Write articles for your local paper, appear as a guest speaker on local radio or TV real estate shows. Offer to be a ‘guest blogger’ on property management-related websites. Very often, these outlets are looking for content and guests. If your name and expertise is repeatedly demonstrated, you will soon become the in-the-know expert, in the minds of not only potential clients, but to others who may send referrals your way.
- Network, network, network. Be true to yourself in this effort, however. Don’t join organizations simply because you think they might be good for your business. Your lack of commitment and enthusiasm for the goals of the organization will be apparent, if your only motivation is to grow your business. Get involved only in groups that reflect your values, views, and goals.
- Speaking of referrals, work them! Current clients, tenants, vendors, family, friends, and business associates are all great referral sources. You just need to ask! And then, when you get a referral, follow up promptly! And, don’t forget to thank the referring party for thinking of you. This goes a long way toward building solid relationships.
These ideas will help you get started on your marketing campaign. For other ideas, take a look at what your competition is doing. Is there something you can do better? More effectively? Remember than an effective marketing campaign must be based on specific (and measurable) objectives – increasing awareness of your company and services, establishing your brand, generating inquiries. The campaign should reflect the needs and wants of your audience, rather than your own ego. Lastly, your successful marketing campaign must be focused and simple. Limit your marketing to one or two ideas, and you stand a better chance of getting your message across.
Clear objectives, a well-defined audience, strong yet simple design, and consistent implementation will all ensure your marketing campaign gets you to your goals.
Do you have a marketing tip to share with the property management community? If so, please do so by leaving a comment on this post. Thanks for reading!