When you’re creating content for your property management company it’s essential you have a strategic plan of action.
Your content should be planned out using a content marketing funnel.
At Upkeep Media, whenever we take on a new client we plan out their content creation with this funnel in mind.
Not sure what a content marketing funnel is or how to apply it to your business?
Don’t worry, you’ve come to the right place.
By the end of this video, I promise that you’ll know how to create unique, stage-specific content types that will help qualify, nurture, and convert leads into paying customers.
In today’s video, I’m going to talk to you about the Content Marketing Funnel and how you can apply it to your property management company.
If you use the Content Marketing Funnel properly, it’ll help you get more eyes on your business, get more leads coming through the door and ultimately bring on more properties under management.
Everybody knows that you need to create content if you want people to find your property management company online. That content should answer solutions to the problems that your target audience is having.
You want to create basic content that is geared towards providing solutions to problems rental property owners are facing (if you’re trying to attract more rental property owners, for example).
Essentially the Content Marketing Funnel is what you should keep in mind when you’re planning out the topics you’re going to create for your company’s blog, for YouTube videos that you’re looking to create and so forth.
The Content Marketing Funnel
Essentially, how it works is there are three stages to a content marketing funnel. Now, most people when they’re making a purchasing decision, they go through these three stages:
The first stage is what we call the ‘Awareness Stage,’. These are essentially people that don’t know that your company exists. They might not even be aware that property management services exist.
The second stage is what we call people that are in ‘the Interest Stage’. Essentially, these are people that have heard about property management companies before. They haven’t necessarily heard about your company in particular, but they have an interest in possibly hiring a property management company.
Finally, the third stage is what we call ‘the Decision Stage’. Now, these are always going to be the hottest leads because they’re at the point where they’re trying to make a decision on:
a) whether they should hire a property management company or not
b) which company to hire.
You want to be reaching people in all of these stages of the Content Marketing Funnel when you’re looking to build content for your property management company online.
Why Funnels Matter
The reason why you want to be doing this, and why you want to focus not only on just the bottom of the funnel, is because 80% of rental properties in the U.S. right now are not professionally managed.
What that means is that there is a huge awareness issue when it comes to property management services.
By creating content that reaches people at the higher end of that Content Marketing Funnel, you’re going to be able to attract more leads. Not just people that have already heard about property management, but also the accidental landlord or somebody who’s been managing their own rental properties and haven’t even been aware that property management services exist.
Plan Your Content For Each of The 3 Stages
Let’s take a look at each of these stages of the Content Marketing Funnel and see how you can apply it to your property management company.
1. The Awareness Stage
As previously mentioned, the first stage is what we call the ‘Awareness Stage’.
For this stage, you want to create content that is reaching people who don’t yet know about your company and ultimately might not even know about property management services.
An example of the type of content you would create for this stage would be something like “how to manage my rental property”. That’s because when someone is searching “how to manage my rental property” they are obviously trying to manage it themselves.
They might not even be aware your company exists. If you have content out there that drives them to your website, you can then gain awareness for your business.
If you’re running ads as well retargeting those people, you’ve now guided them to your website. And you can retarget those individuals again with ads everywhere they go online with the right system in place.
That way, when they’re ready to make a decision and actually look further into property management services, your company is the one that’s top of mind.
2. The Interest Stage
The second stage of the Content Marketing Funnel is what we call the ‘Interest Stage’.
Now, this is the middle of the funnel content. This is where you reach people who have an interest in property management services. They just don’t know about your company yet.
An example of something they might go online and search for is “property management fees in (whatever location your company is located in)”.
These are the people that will then get brought to your website when they search for these types of queries. They’re the people that are in the phase where they’re interested in possibly hiring a property management company.
They don’t know yet which one they want to go with, and they also might not know exactly everything there is to know about property management, so they’re doing more research.
Again, you want to bring these people into your website, set up retargeting ads so that you can then retarget those individuals. This will help you stay top of mind with those individuals so when they’re ready to make that buying decision, your company is the obvious first choice.
3. The Decision Stage
The third stage of the Content Marketing Funnel is what we call ‘the Decision Stage’.
This is the bottom of the funnel content. It’s reaching people who already know about property management companies. They’re looking to make that decision and actually hire a company, they’re just not sure which one they want to go with yet.
An example of the type of content you would want to create here, something along the lines of “hiring a property management company”.
This type of content is helping them make that decision. It provides them with value so that they know how to evaluate a company and they’re comfortable with the choice they’re going to make.
You also want to have content on there that drives them to your online properties, and then you can retarget those individuals with ads if they didn’t convert and actually become a lead for your business.
I hope that the Content Marketing Funnel is a little bit clearer to you and you keep this in mind when you’re developing your next content plan for your company.
My name’s Stephen Fox. I’m one of the co-founders at Upkeep Media. We specialize in helping property management companies grow using the Internet.
You can book a free growth marketing session through our website at upkeepmedia.com/growth.
If you enjoyed this content, make sure to check out the rest of our blog at upkeepmedia.com/our-blog for more information on how to grow your property management company.