The marketing landscape for property management companies has dramatically changed over the past few years. Gone are the days of the Yellow Pages, print, radio and TV commercials and cold calling telemarketing activities. Any business, especially those in the property management industry, cannot hope to survive without adapting to this new and improved era of digital marketing.
While the world of online marketing may seem daunting, the fact is that it holds the key to significant opportunities for you and your property management business to stand out, penetrate new markets, generate leads and increase revenues. And what’s more? You don’t even need a monstrously high marketing budget to achieve it.
In this new landscape of online marketing, the trick is to be the first mover or at least an early adopter of these ideas and strategies. Most of your competitors won’t adapt and if they do, they’ll be entering late and will need to play catch up with your company. Below are top ten property management marketing strategies that are critical to the success of your business.
How to Market a Property Management Company:
1. Understand the Basics of a Keyword Marketing Plan
Keyword marketing mainly refers to promotional activities that are based on finding keywords that your prospective customers use to find information on search engines like Google. The most important tool for keyword research is the Google Keyword Planner which will help you identify which terms are being used the most often to find your type of business and service.
Once you are armed with this information, you can use these keywords on your company website. This will make your content stronger and more optimized for search engines which in turn will result in boosting your website and generating property management leads.
2. Know Your Company’s Competition
Once you have done your basic keyword research, you also need to know what your competitors are doing. This will help determine what works and what does not work within your local market. When analyzing other companies in your market, be sure to ask the following questions:
- What is your competition doing well in the search engine arena?
- How active are they on social media?
- How effective is their website or blog content?
- How active are they on YouTube?
- Which customer segments are they targeting?
This and other questions similar to these will help you determine the strength of your competition and any gaps that you could possibly fill. Most of all, this analysis will help you determine what you need to do to outsmart your competition.
3. Content Development Ideas & Strategies
We cannot emphasize enough on the importance of good content when it comes to online marketing. It is imperative that you develop high quality, informative, original and up-to-date content for your target audience. Your goal should be to be the-go-to-guide for your customers.
Do not look at content as simply words that fill up your web pages but instead, think of it as your ultimate communication vehicle which can either make or break your message. Some top tips to ensure effective content development include:
- Making sure your content addresses a problem and offers a solution
- Not making it about yourself but instead focusing on the needs of your target audience
- Building authority through original and informative content
- Offering value to your audience because when they get something they want, they are likely to return the favor.
In short, content is THE most important element of your online marketing strategy. Make sure you do it right.
4. Content Marketing Plan
Keep in mind that content development is not the end of your efforts. Once you have managed to write great content, you also have to ensure that your target audience sees it. That is achieved through content marketing.
There are several strategies that you can use to promote your content. These include sharing your posts on social media, reaching out to the blogging community to help expand its reach, guest posting on other sites and other similar strategies. Remember, this is the most important part of your marketing plan.
All the effort that you and your team put into writing this great content is a waste if you are unable to market it properly.
On the other hand, when done correctly, you’ll surely stand out from other companies in your market.
5. Search Engine Optimization
The world of Search Engine Optimization is the end-all and be-all of digital marketing. You can have a terrific company name, amazing content and the best services. But if you fail to optimize your website for search engines, no one in the online sphere is going to know anything about you or your property management business.
SEO primarily entails finding the relevant keywords for your business, optimizing your site for those keywords and then back-linking to your site.
So the question is: How do you optimize your website?
You do so by using main keywords on your homepage and building additional landing pages using secondary keywords. Remember, the operative word here is optimizing. Do not go overboard with the keywords.
Follow the key principles of basic keyword density per page – typically 1 to 3% – and ensure you put in your META data. META data should include a META title and a META description. This is an absolute must for pages that you are targeting. It should look something like this:
“S&A Property Managers” | sapropertymanagement.com
S&A Property Management is the number one property management company in Miami, FL. Call us now at 111-222-333 for more information.
These measures will lead customers to you. However, for SEO to be effective, it has to be done right since Google is extremely vigilant. Link-spamming and keyword stuffing are really frowned upon in Google’s eyes so you need authentic back-linking, effective internal linking, and excellent keyword optimization. Only then will you be able to generate leads that you can actually convert into new business.
6. Online User Experience & Usability
User metrics are extremely important as far as Google is concerned. This means that you need to pay attention to a bunch of factors, here’s a few:
- How users interact with your website
- How easy are they able to navigate through it
- How quickly your site loads
- How mobile-friendly it is
- Whether it’s 404 error free
- Whether it has any broken links
- Whether it has original content
These factors can help improve your rating in terms of usability and user-experience. In addition, you also need to focus on your bounce rate and the average time visitors spend on your website as these are also elements that you can track on Google Analytics.
7. Business Listing, Google + & SEO for Local Companies
You should have a Google + business page. This is essential if you want to be ranked within your local area. The information you provide on your Google + page should match the information on your property management website. The information we refer to in this case includes your:
- Business Name
- Phone Number
Once you have this information up and running, you can build business listings on other authoritative websites. The accuracy of your company’s contact information is critical for effective local SEO.
The next thing you need to focus on is customer reviews. If you have solid customer reviews on your Google My Business listing, you are likely to generate more leads.
8. Social Media
Don’t be under the impression that your target audience is not the social media type. Believe it when we say – everyone today is on social media. You need to accept this and you need to design an effective social media marketing strategy. As far as generating leads and penetrating new customer markets is concerned, social media is your vehicle.
- Facebook has 1.9 billion active users
- YouTube has 1 billion active users
- Google+ has 540 million active users
- Twitter has 284 million active users
- LinkedIn has 187 million active users
- Instagram has 300 million active users
- Pinterest has 70 million active users
All these leading social media platforms are listed in the top 30 most trafficked websites in the world today. All these numbers translate into approximately a target audience of 3 billion people. That is a goldmine as far as customer leads are concerned. Therefore, do not dismiss the power of social media. It is your medium to engage with your customers, increase your visibility, promote your brand and build authority and trust.
The best part is that all these social media platforms are free to sign-up for and very economical to advertise on. What’s more, even Google analyzes companies in terms of their social activity. Social media is not only helpful in building new customer relationships for your property management business but it will also improve your ranking in search engine results.
9. Link Building Strategies
Internal and external links help your site grow organically and improve your ranking on search engines. However, the quality of the links really matter. If you are able to build links from authority websites, your rankings will improve.
The important thing is that back-linking to your site should be relevant and natural. There was a time when companies spent a great deal of money buying links but this did not work for long since Google realized that websites were being linked without any relevance or authenticity.
Such sites began to be penalized instead and this practice soon became obsolete. Today, link building is still important but the best way to do it is to earn those links by giving the online audience relevant information, high-quality content and by building your authority.
10. Effective Anchor Text
Anchor text is the key to effective link-building. If you don’t do it right, your website will be penalized. The basic principle of anchor text is to ensure:
- 50 to 60% of it is branded (e.g. S&A Property Managers or www.sapropertymanager.com)
- 20 to 30% of your anchor text should be your call-to-action (e.g. Click Here, Visit Here, Click for More Info, Contact Us etc.)
- 5 to 10% of your anchor text should focus on your main keyword
It’s a Holistic Online Advertising Approach
These were some basic principles of online marketing for property management companies. They seem simple enough but if done right, they can generate significant traffic and customer leads towards you. In addition, this all might seem easy but it is only effective if done right. You don’t need big budgets to implement the property management marketing ideas and strategies outlined above, but you have to make sure you invest your time and your money in the right direction.