From email marketing and social media campaigns to pricing, branding, and strategy, it’s quite demanding for many property management companies to excel at marketing while also focusing on growing their business. An effective online marketing strategy can help your business get the attention it deserves. Are you struggling to start? Whether you want to start off with a low budget or wish to splurge on your online strategies, here are some excellent online marketing tips for property management companies like yours that you must start with.
Know Your Audience
When considering online marketing tips for property management companies, think about your audience first.
Ask yourself these questions:
– Who are they?
– What do they do?
– How can you help them do it better?
Buyer personas are a great way to define your audience in terms of demographics, responsibilities, and interests. A buyer persona done well will give you a target and direction. Plus, these personas can be used to segment your list and better personalize your sales and marketing messages. Furthermore, don’t forget to take a funnel position into account when creating buyer personas. For example, a customer that needs nurturing requires a different message than someone ready to buy. You should be having conversations at the right time to be sure you aren’t too late or too soon.
Work on Your Website
We cannot stress enough on the importance of a property management website. Your company’s website can be the backbone of all the online marketing tips for property management companies that we share. Not only is it important to update your content, but if your website looks like it’s from the 1990s it’s time for a total makeover. Website design is constantly evolving, so it’s important to keep up with the current trends so that you can compete in your market. Old website design can give out spammy vibes to customers who will quickly leave your site and move on to one that is more aesthetically appealing. Engage your potential customers with a web design that is up to date and exciting. Use cool features like parallax scrolling and make sure the user experience is on point. If your website looks clean and is easy to navigate, you will be able to build trust with potential customers. If customers land on your site and don’t understand how to navigate or can’t find what they’re looking for, you have just lost a sale. And when talking about a great website, you cannot forget its responsiveness. What’s the point of even having a website if it doesn’t look nice on every device? If your site is not responsive, potential customers will find another business. This is because more and more people are making purchases and consuming information through mobile devices so make sure that your website is mobile-friendly. It’s best for you to check your mobile site across all devices and browsers. Make sure that the navigation and CTAs are functioning well.
Another website tip is to try pop-ups. A pop-up on your website allows you to collect information such as email addresses, from people who visit your site. You can also use a popup to offer a coupon code or discount to first-time customers to further entice them to continue to your site or buy your product or service. Combine them for the ultimate popup: A coupon in exchange for an email address. Popups are so helpful because once you create them, they do all the work for you.
Set yourself apart from the competition. There are thousands of property management companies trying to promote themselves and their services on the Internet. Thus, you need to make your property management brand unforgettable. This begins with your website. Your domain name should be your company’s name if at all possible. If there are other companies online with names similar to yours, you may even want to consider changing your name to one that will not be easily confused with another product. Acquiring a domain name has a fee involved, but using a hosting service is very affordable even for the smallest budgets. The way you want your brand to be viewed by customers is really up to you. But once you figure it out be consistent and stick with it. Having a professional website and a strong social media presence is important here, but you should also take the time to interact with potential customers and build relationships with them. The main cost involved in this step is just the man-hours put into the process, which will drastically be reduced when you’ve established your brand.
Do Some Local Search Marketing
Nothing rivals a solid local search marketing strategy for small businesses. Local search marketing consists of claiming and optimizing your business’s online listings so that you show up in relevant local searches. There’s a lot to local search, but when it’s done right, it puts your business on the map so local consumers find you when they need your services. Local search isn’t a new marketing idea, but it can be complicated, though, and it’s not something that happens overnight or that you can do once and forget about it. So make sure you follow these tips and keep your efforts on for a long time.
– Get on Google My Business
– Claim other listings and citations
– Get your titles and descriptions in order for all the listings
– Make your name-address-phone number (NAP) consistent
– Try getting online reviews from your existing or past clients and other business associates
– Get backlinks from non-competing local businesses
– Put images, videos and virtual tours wherever possible
– Add location pages to your website
– Create very local content
– And do everything that involves local targeting
Keep an Eye on Reviews
Consumers have a lot of power with online reviews, making them more important than ever. This can feel overwhelming for businesses, but online reviews are also an excellent source of referrals. If you don’t have a review monitoring process in place, it’s time to do that. Yelp, Facebook, Google, Angie’s List, and more are all places customers and buyers go to do their research before committing to a business or product. As mentioned above, claim listings and citations and encourage review on them. If you see a negative review, there’s no need to panic. Respond the best you can without provoking an already unhappy customer. Try to understand the pain-point and the reason behind the negative comment. Assure to the reviewer that you will work harder on your property management skills to provide better services. Request them to work with you once again to test the services later. And don’t refrain from apologising if it was your fault. Often, this means asking to speak offline so you can work with them one-on-one instead of in the public online arena. Remember, you can’t please everyone all of the time, so focus on building loyalty. If you’re doing good work, eventually that negative review will be just a blip on your positive review radar.
Take Advantage of Keywords
Keyword research is one of the crucial online marketing tips for property management companies. SEO is optimizing your web pages for better ranking in the search engine results pages (SERPs). Part of the SEO process is using keywords: words and phrases that describe what your content is about. Then Google uses that information to determine which content is relevant to a particular search query, and how the page should rank in searches for a particular term. That’s what gives a web page its search ranking.
You can use your business’s keywords for so many things! And, it’s a great way to find out exactly what terms people are using to search for your business’s products and services. Use a tool like Google AdWords Keyword Planner and Keywordtool.io or even search recommendations (when Google tries to help you complete a search) or the “People also search for” box at the bottom of the page to find relevant keywords for your business.
Insert those keywords into the web pages (try to make it natural so that they make sense within your content) or in blog posts. But this isn’t it; you have so many opportunities to use keywords and optimize your web pages for better ranking.
– Page titles
– Meta description of each page and blog
– Image file names, image titles and ALT texts
– Link anchor texts
Invest in Google Ads
Just like optimizing your site to rank for keywords, you can use our online marketing tips for property management companies to pay to run advertisements on Google so that your business is shown on the first page of search results. Ranking this way is instantaneous whereas SEO for property management companies takes some time before you will be able to see your site on the first page of search results. It certainly pays off to be at the top of the page. Google Ads take up the first four positions on a search results page. Those results are the first ones people see and as you can imagine, get the majority of clicks. It sounds simple, but Google Ads can be quite complicated especially with all of the settings and insights it offers. But if you do it right, all of those clicks will lead to conversions. The position of your ad is determined by several factors that give your ad a score based on the quality of your ads and how much you are willing to pay per click. Even if other brands are competing for the same keyword as you are, it is possible to rank above them and pay less per click, but Google must see your ads as highly relevant in order for this to happen.
Give Your Audience Content They Want
A big part of your online marketing strategy should be providing your audience with helpful content. It’s important for your potential customers to think of you as a resource to them. Providing potential buyers with content they can use is one of the successful online marketing tips for property management companies and also a great way to become their trusted advisor. Here are four genres of content to publish for your audience:
Educational: Want to become that trusted advisor to your customer? Educate them! A great way to do this is to post tips about your industry. Some blog topic suggestions can be “How to manage multiple properties at a time” or “How to market your vacant property?”
Inspirational: Inspire your customers with a story or a great article you found. Or maybe a quote that you live by. Whatever it is, make sure it’s inspiring!
Interesting: People can consume articles, news, and blogs at a rate never before seen today. They are constantly being bombarded with advertisements and therefore its become imperative to make your content easy for customers to consume. Break up blog posts with pictures or other types of useful content. Include visuals in your social media posts. People don’t really want to read something that is just a wall of text. So remember a picture is worth a thousand words.
Promotional: Every once in a while you want to mix in something about your own business and how it can help them. After all, you’re providing them with all this great content, so why not let them know what else they can get from you? Posting about a promotion you are doing or if you have a new class coming up gives your audience opportunities to deepen their engagement with you, and perhaps move down their path to becoming a customer.
Optimize Your Emails
Most people feel like they get a lot of emails. Some may say too many, yet 86% of consumers prefer emails when communicating for business purposes. Long story short: email shows no signs of slowing down because of how effective it is. Therefore, you must always pay attention to your email marketing strategy if you have one. And if you don’t, it’s time to invest in the same immediately. Email marketing for property management companies is an important but tricky business. Great content doesn’t guarantee that recipients will open your email. There are, however, ways to improve audience engagement, open rates, and conversions.
– Sender address: Make sure your emails are coming from a recognizable sender name, preferably a business address.
– Subject line: Does it tell the reader what’s next? Is what’s next worth clicking? If not, you’d better head back to the drawing board.
– Design: Is your content optimized for mobile viewing? Does it deliver on the promise of your subject line? Is it visually appealing and easy to read?
– Call to action: What is your call-to-action (CTA)? Do the recipients know what you want them to do? Is it easy for them to do it?
Once you master the art of these four things, you will be able to design successful email marketing campaigns. Once you have a set of potential customers on your email marketing list, you can build a relationship with them through purposeful campaigns. This way your business stays on top of mind and in their list of possible suppliers. There are a variety of email campaigns you can run:
– Welcome emailers (for new subscribers)
– Educational content
– Emailers offering discounts
– New service introductions
– Re-engagement campaigns
If you are new to email marketing, consider hiring a digital marketing firm like ours for your business. We will help you ideate, design, segment and run email campaigns.
Track and Analyze Regularly
You can’t improve upon what you can’t measure. If you don’t know what Google Analytics is, on a surface level it’s an automated way to gather data on your potential customers. Google Analytics has the power to track every movement on your website that a customer makes. Analytics provide a tremendous amount of incredibly useful data, such as where your website visitors come from, how long they stay, and what they do on your site. Google Analytics is free and pretty darn good, and we recommend it. We also recommend you to make sure you can track every lead that’s generated by your website. If your customers are making it all the way to your check out page with items in their cart and not making a purchase, something is wrong and Google Analytics will let you know. If you don’t have a dedicated phone number for the website that you can track calls on, visit Hosted Numbers. They’ll issue you a unique tracking phone number and then forward every call you get to your main number while tracking the number of calls you receive, who called, how long the call lasted, etc. It’s surprisingly inexpensive.
This list of online marketing tips for property management companies is a great guide, but don’t limit yourself to only these ideas. Keep thinking about your business and customers as both of them change, grow, and evolve. You’ll find new ways to improve customer experience and your bottom line if you keep your eyes open. And at any point, if you need assistance or professional help to take your online marketing ahead, we are right here for you. Rapid Boost Marketing is a known name in the field of providing outstanding digital marketing services to small businesses. So get in touch with us whenever required.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.