Search Engine Optimization, Website Design, & Lead Generation for Property Management Companies
There’s no doubt that the property management marketing game is a tough nut to crack. In addition to fierce competition and a relatively limited market, you also have to keep up with the best ways to advertise your services to homeowners, investment companies, and other potential clients.
The way potential clients find property managers has changed a lot in the last two decades. While this industry relied heavily on referrals and local business, property owners are now turning to the internet to help them find the best companies in their area. Therefore, focusing on developing a robust property management marketing plan using the top online marketing strategies is crucial for the success of your company.
Television and radio spots may still have their place, but investing heavily in these traditional advertising methods may not yield the best results. Below, we’ll go over the best ways to promote your services and discuss the different digital property management marketing tactics you have at your disposal.
Learn more: https://www.fannit.com/markets/
What is Property Management Marketing?
All companies have to promote their services to grow and property managers are no exception. Property management marketing encompasses all the activities you carry out to attract potential customers and transform them into paying clients.
Like every marketing plan, the main goal of your strategy should be to attract more property management leads. With this in mind, you have to create a plan that allows you to engage clients and showcase your experience. Conventional property management advertising may not be the best alternative, but digital marketing tactics can help you connect with your audience in a unique way.
At Fannit, we specialize in designing custom digital property management marketing strategies for our clients. Our team of property management marketing specialists can help create a plan from scratch, revamp your website, and ensure that your company is in front of your audience at the right time.
A New Way to Reach Your Audience
When most people need to find services or products in their area, they simply pull out their phones or laptops and conduct a few searches. Your clients are no different in that sense. That said, your target audience will thoroughly research each option and most likely analyze each little detail on your website, so you need to create a good experience for these visitors.
Your customers will treat your website and social media profiles as your digital storefronts, so you need to create a good experience that encourages them to get in touch with you and ask about your services. And, there are many digital marketing strategies you can use to get more leads online.
Inbound marketing is an approach that focuses on connecting with potential customers who are already in need of your products or services. This marketing philosophy doesn’t require a specific approach, but it can be customized and molded depending on your property management company’s needs.
Moreover, inbound marketing is compatible with a wide list of promotion techniques including all the ones listed below. The best part about inbound marketing is that it’s customer-centric. So, instead of revolving around your product and how to sell it, this promoting technique analyzes the way your clients use your solutions to find the best way to market these to new customers.
As the name suggests, content marketing revolves around the creation of quality blogs, ebooks, and other pieces that your audience finds useful. The idea is to deliver functional information that has value to showcase your skills, while collecting contact information from your potential customers at the same time.
Each industry is different, so creating repetitive, low-quality content is not enough to succeed. Companies that implement content marketing need to identify the best topics by studying their audiences and learning what type of information they want to see when looking for a property management company.
Search Engine Optimization
When most property managers think about digital marketing, they envision search engine optimization (SEO). In simple terms, SEO for property management is a strategy that aims to get your website on the top rankings on search engine results pages. Most users trust Google to provide accurate and relevant information whenever they look up a property management company.
When your potential clients go to Google and similar platforms to conduct a search, these engines calculate your rankings based on a variety of factors. Property management SEO focuses on making improvements to your website as well as other digital channels to improve your pages’ rankings and funnel more organic traffic to your website.
On-Page and Off-Page SEO
SEO can be divided into on-page and off-page search engine optimization. On-page SEO consists of elements that are on your website, including the content, graphics, loading speed, internal structure, and other variables that are totally in your control.
Off-page SEO is a bit trickier because it focuses on social media profiles, local directories, review websites, and other digital platforms that you don’t necessarily have control over, so working with a reliable marketing firm like Fannit can help you get the best results from your campaign.
Social media went from a platform used mostly for branding to a reliable source of leads in the property management industry. Keep in mind that social media campaigns can be organic or paid, depending on the results you want to achieve. While not all social platforms are suitable for property management marketing, our team has extensive experience with LinkedIn and other networks that help attract paying customers.
Pay-per-click advertising, also known as PPC, is a digital technique that allows property managers to place ads on Google’s results pages and throughout the search giant’s network. The biggest benefits of PPC advertising are that companies only pay for users that click on their ads and that it can be combined with SEO and other techniques on this list.
Local Directory Management and Online Reputation
To create a successful property management marketing strategy, you have to have a good online reputation. The concept is the same as traditional reputation management, but with online reviews and ratings replacing word of mouth. In addition to monitoring relevant review sites, you also have to ensure that all of the local directories that list your company have accurate information.
Intuitive Web Design Development
Your website is your online storefront because potential customers will check out different pages and take a minute to look at the information available before requesting assistance. An intuitive, user-friendly web design that creates a positive user experience is a great way to encourage users to contact your company as they will associate the quality of your site to your services.
Like others on this list, lead generation is a tactic that can be tailored according to your requirements. It focuses on activities that transform prospects into leads, but it also requires extensive planning and tracking to determine how many leads are in your funnel at any given moment.
Advantages of Digital Marketing for Property Managers
Digital property management marketing can help you reach your audience at the right time. Instead of putting up an ad on the biggest billboard in the neighborhood, digital marketing strategies aim to attract visitors who are already interested in your service.
In addition to the above, some of the benefits of online property management marketing include:
Design a Flexible Plan and Understand Your Audience
It’s normal for property managers to start the year with a marketing plan that’s too rigid, so they end up ditching it and losing sight of the goals they set. Digital marketing is an organized approach that requires a flexible plan to work, which helps guide your decisions while giving you the ability to adjust to new changes.
In addition to the above, digital marketing for property managers also requires extensive knowledge of the target audience. Even if you feel like you know your customers, online marketing can reveal valuable information that helps you create better promotional materials in the future.
Improve Your Property Management Website
Instead of judging solely by appearance or speed, digital marketing aims to find a property management website design that adds value to your business. By having a combination of functional features, a modern design, and an intuitive interface, you’ll increase your chances of getting leads more than having a flashy or packed website.
Produce Superb Content
Content is a pivotal part of your website. From the written copy to the graphic elements, everything has to be carefully selected to showcase your value. SEO and other types of online marketing can help identify the words, tone, and topics you need to have on your site to attract potential customers.
Increase Online Leads and Sales
Digital marketing channels can be monitored, so you can make improvements to increase the number of leads and sales you get from your website and other online channels. That said, successfully setting up a digital property management lead generation mechanism is challenging in the best of cases, so working with a knowledgeable marketing agency can help shorten the learning curve.
Track All Marketing Expenses
One of the biggest downfalls of conventional advertising is the inability to measure the success of your efforts. Digital marketing is completely the opposite because it allows you to track your expenditures and the revenue you receive from each channel. This way, you can see where your advertising dollars are spent, what areas make the most money, and find out how to better allocate your resources.
Want to Kick-Start Your Property Management Marketing? Fannit’s Here to Help
Property managers have to monitor the performance of their teams and ensure that their employees have all the tools they need to deliver great service. Unfortunately, property management marketing is also a full-time job and it’s not easy to succeed without the right setup.
If you’re interested in creating a new marketing strategy or improving your current efforts, contact Fannit today. Our team of property management marketing experts understands the different challenges you face, so we can help you create a custom plan that transforms your online marketing channels into lead-generating machines.
Get in touch with us and let’s start discussing your project today.