If you’re a property manager, finding new and better landlord clients is always wise. And it’s not just because you’re desperate for new business. No, it’s because making your company persistently accessible to good quality clients is smart, sustainable business.
No one has such foresight to know exactly where their business will be as the years pass. Wise property management company directors know there will be churn unless you’ve been smart about your web marketing.
Landlords can be an elusive and hard to convince audience — your web marketing must be credible and helpful to them
You’re very wise to use content, SEO, and social media to generate new high quality landlord clients — key to a successful property management business.
This post gives you guidance with some detail so you can get oriented. The full process of web marketing is more sophisticated, in-depth and strategic.
Bookmark this blog and we’ll help you dig in.
Websites are a Powerful Connector
The web has been around for more than 20 years, yet with all the hype, managers may not view its power or use it correctly. A website, Facebook page, and Linkedin profile share the same power — they connect you to landlords and sales influencers.
Web marketing is an opportunity for you to reach and impact landlords ahead of thousands of other better and more capable property managers. It could be a decisive advantage for your company if you know what you’re doing.
Today, almost every professional pre-researches before buying. They search on Google. Landlords in a pinch especially, do a rush search to get help from property management companies. If your website is visible you can convert these easy “low hanging fruit” prospects quick.
If your site isn’t visible, and your content is poor quality, it’s hard for you to feel confident of your ability to create new business. Clearly, you’ll need to upgrade.
Often, busy landlords search when they’re harried, when they have a clear and present pressure, and they contact the first company they see listed on Google.
Other times they do their homework, read some material, and then figure out which property management companies they should call. They don’t like to waste their time.
GoodLife Property Management takes content and SEO seriously and they rank high in their market. Their UVP for small portfolio landlords and property investors is unmistakable on their homepage. They offer an owner portal, and tenants can pay online, They produce good content such as ebooks and are active on social media.
Landlords come in various types and quality and it might only take one contact to change your businesses fortune. And if you need lots of landlord leads, then the Web and Google are great sources.
This post is about web marketing for property management companies. As important content marketing via your website is, it’s just one key part of a cohesive strategy. The overall goal is reach and making enough impact and credibility to convince your audience that your company is the right choice.
So let’s get started.
Landlords Need to Define their Problem and Solve!
Landlords are being asked to manage a larger, more diverse mix of properties, to a varied tenant base, using new technology and old. They’re desperate to simplify their workload, simplify their accounting, cut costs, and improve tenant management and revenue performance. They’re on the hunt for a provider that can help do all this.
Landlords go online, just as renters, investors, and all consumers do to read and better understand their problems. They’re not sure what they need, but they want to figure it out themselves. They’re trying to establish their problems, challenges and needs.
Then when they’re mostly through the full awareness to decision making process, they might actually search for a property management company such as yours.
The quality of your website and content marketing determines whether the high quality landlords contact you. That’s why high quality content and web design is important. In a very real way, to them, you are your website and content.
Reach Them Before your Competitors Do
The earlier you can reach landlords in their information search, the more chance you have to convince them of your value. And you can help them define their problem in a way that makes you the best choice. And your compelling content can keep them returning to get more.
Google Is Awesome
Few lead sources deliver the volume and quality Google does. Users have loved Google for more than 20 years now and they still do. They have dominant marketshare and there is considerable prestige in being visible via Google. They give you access to landlords in Boston, New York, Miami, San Diego, Los Angeles, San Franscisco and all other cities in the US and Canada.
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For instance, a landlord might search on Google for Property management company San Francisco. If they’re more particular, they might type in Property management San Francisco, software solutions, in which case they’re looking for specific help with automation or accounting software or pm software. They think a modern property management company might have the solution they need.
Be aware of the words landlords use, because it relates the problems they believe they have.
This list shows typical high volume search keyword phrases and the usual per click cost when you do Adwords advertising. When the price per click is high, this tells you that competitors have found these keywords most likely lead to a new customer.
Here’s what they’ll see on Google’s search results page: Ads plus the local property management company listings. You really should be there.
Below the paid advertising and business listings are what’s called the organic listings. It’s down the page, yet they’re important (and free). The titles and descriptions you see are created by the respective PM companies listed. Each of these companies have optimized their content to capture these top rankings.
The search result listings lead to your site — ideally to your best blog posts. Google likes blog posts because they’re authoritative, credible, informative, up to date, fresh and often shared on social media. If visitors like your blog posts and stay on the pages, Google notices that and will rank your blog posts higher.
High quality content on your website is more likely to get shared on Facebook and Linkedin which are vital mediums to help you build reach, rankings and top of mind awareness.
Landlords search a variety of ways on Google seeking out the right services and competencies, company reviews, perceived credibility, and the fit of a PM company’s value proposition with their operation and clients.
There’s a lot of talk about being competitive and beating competitors, however the market has gone past competition. It’s in being visible as most relevant and preferred brand to them.
Don’t try to compete with your website or content, just create the best information value in a helpful, coherent style and you’ll be liked, trusted and respected.
What Your Website Must Do:
- communicate clearly how your sophisticated service mix is right for their specific needs
- detail key services/skills to make you more relevant to their immediate need
- provide the kind of guidance, education, and learning experience landlords want
- build a picture of competence, credibility, trustworthiness, and reliability
- build a promise of unparalleled value and performance
- create a unmistakable, persistent top of mind presence in their daily work lives
Before You Start Your Web Marketing Efforts
- know landlord’s pain points
- know what specific tasks they’re struggling with
- understand how you’ll solve their problems
What You Need to Shine to Landlords
- ensure your unique value proposition is clear and matches the specific needs of landlords
- develop attractive, easy to read marketing pages that clearly explain your service mix
- develop blog posts that detail important issues and show how you’re critical to solving them
- setup a temporary Google adwords account for keyword research
- ensure you take interesting and high quality photos of properties
- if you have the funds, create a business Youtube video
Videos don’t have to be big Hollywood productions. In this video below, a property manager creates credibility and trust along with explaining his value proposition in 3 easy steps.
Marketing pages are the pages that introduce and detail your services. They’re critical to make your company relevant and to move them through the sales conversion process. That process will end with a phone call, text, or email.
Blogs are the specific material landlords are interested in. Your blogs demonstrate how deep your understanding is and whether they should take you seriously. If your blogs are genuine and add value, and your data/opinions fit with their beliefs, they’ll consider you authoritative, trustworthy and credible.
Blog content is also writte to be keyword and topic relevant, intent building, and encourage sharing on social media. This process is not easy. Success content is very sophisticated. If this isn’t your forte, you’ll need to find a special type of copywriter who understands Google’s page ranking indexing.
Social Media Pages
Social media can bring you closer to prospects. Linkedin creates valuable professional connections and lets you get your content in front of them. Facebook helps create a conversation and post timely news/topics that make you seem relevant. Social creates more top of mind awareness.
Typical Content Ideas
Topics to cover include: the problems landlords face, their local markets and bylaws, tenant relations, modern practices, cutting costs, simplifying work, accounting issues, building operations, landscaping and construction trends, and anything you typically would do for them.
Don’t forget to cover feel good topics, especially on Facebook. People make decisions based on emotions so making them feel good and like what you represent is very important. They won’t call you if they don’t like you or your company.
To the landlords, you are your content. Your topics, clients served, testimonials, staff, services, social media posts, website appearance, visuals, opinions and insights add up to a value proposition.
Web marketing and lead generation isn’t easy. It’s a vast topic we can’t cover in one post.
However, take quality content seriously and make it available to landlords and you’ll get results. Having a great website that is useful, clear and convincing can help you estalbish a unique presence in landlord’s minds. Once they associate you with the solutions they need, you’ll get that call.
A Software Solution that Landlords Love
While you’re here, why take a test drive of ManageCasa the best property management solution for landlords, property investors and property management companies. You’ll understand why a simple, online, cloud-based property software solution is a convincing asset to landlords trying to manage their busy properties.
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Originally published at blog.managecasa.com.