Property Management Marketing: 9 Wicked Smart Ideas for Attracting New Clients

Want to generate more clients for your property management company?

Then you’re in the right place.

Because today I’m going to share 9 wicked smart property management marketing ideas that top companies are using to attract new clients.

The best part?

All these proven strategies are laid out in an easy-to-digest format, so you can easily pick your favorite and take action. Let’s get started by creating the perfect offer.

 #1 – Property Management Marketing Starts by Creating the Perfect Offer

Is their a specific report or white paper that you can offer for free that gets property owners to raise their hand and say, “I want it!”? The goal is to use this offer to capture property owners’ information, so you can market back to them.

For example, create a downloadable report on your website. Something like:

• Top 10 Mistakes Multifamily Owners Are Making & How To Avoid Them
• Hiring a Property Management Company? Ask These Questions First

The property owner would fill out a form and then be able to download the report. Now they’ve taken the first step in engaging with you, plus you have their contact info.

#2 – Create Your Digital Headquarters

There are cheap looking websites and then there are beautiful brand-driven websites. Which side do you fall on? Think of your website as your digital headquarters. If you were to drive to this website every day, would you be happy with the surroundings? Keep in mind, almost all prospects will visit your website at one point in time.

Here are a few things I would recommend when creating a new, property management marketing website branded around your company:

• Have high-quality imagery
• Bios of you and your staff
• Your perfect offer (revisit step #1)
• Well-written copy
• Easy to fill out contact forms
• Clearly visible phone number
• Your process
• FAQs
• Testimonials
• Mission
• Core values

Spend extra time making your “About” page truly significant. Include your core values and mission statement, and don’t forget photos and bios for you and your staff (customers appreciate getting to know you upfront).

Another page of importance is an FAQ page or section. Add as many question and answers as you can. This helps with SEO and will also help in the future with people finding your information through voice searches.

Remember, your website is a direct reflection of you and your brand. Think long term and build it beautifully.

#3 – Establish a Realistic Content Marketing Plan

I say realistic because most property management companies start strong on content marketing but then fall flat on their face. In other words, the blog on their property management website hasn’t been updated in over a year and their social media channels still have Christmas photos and it’s now summer. Don’t let this be you.

Content marketing takes time.

Figure out a plan that is realistic for your company. Can your team create a high-quality 2,000-word blog post once a month? If you can commit to a blog post monthly, the goal should be to establish your business as the authority on all things property management. Articles should be engaging, and above all, useful. No one is going to read your posts if they don’t provide value. It’s that simple.

Need help getting property management articles created? I’ve had success using writersaccess.com.

When you’re creating your posts, think about how you can make them unique using:

• List posts
• Guest blogger posts from a local business (another way to cross-promote)
• Image or infographic posts
• How-to posts
• Problem-solution posts
• Ultimate guideposts
• Series posts
• Checklist posts

#4 – Repurpose Content into a Social Media Plan

One of the biggest, time-saving things you can do, is repurpose your content. For example, at Resident360 I write a weekly e-newsletter. Once the e-newsletter is sent out to our email list, we take pieces of content from it and post on our social media channels.

See how that can save you time?

Let’s say you hold a webinar on property management. You can then take that webinar recording and have it transcribed using a service like Rev.com. Now that you have the transcription and webinar recording, you can make it a blog post. You can pull elements out of it for social media. You could even strip the audio for a podcast.

Speaking about social media… 

It’s truly an extension of your brand and will be viewed by investors, potential candidates, existing associates, and many times, prospects, and residents. Have a presence on Instagram, Facebook, Twitter, and LinkedIn and post weekly to engage directly with your desired audience.

Below is a list of general ideas for social posts:

• Taking on a new asset or property
• Recruiting associates
• Resident reviews or recommendations
• Announcing new hires
• Employee awards and promotions
• Charity work or support
• Team building
• Training events
• Videos of executives, company story, or happy associates

Look for inspiration? Here are some property management companies doing a good job on social.

#5 – Create Perpetual Traffic Using Paid Ads

You want more traffic. The fastest way to deliver this is by using paid Google Ads.

If you’re unfamiliar with Google Ads, it allows you to do the following:

• Run targeted ads to prospects searching on Google for property management services.
• Retarget those prospects with ads that visit your website and leave. Your ad follows then them around.
• Run targeted ads based on prospects’ locations with geotargeting.

A few things to think about if you’re the one creating the ads:

1. Create ads that prequalify traffic, using copy that attracts owners and not residents
2. Use ad extensions in your ads, like the callout and promotion extension
3. Create an ad group focused around your competitor names
4. Run ads for your own brand name

#6 – Keep Owners Informed with a Weekly Newsletter

Newsletters still work, but the key is consistency and quality. I’m an advocate for creating a weekly e-newsletter that is filled with property management tips, articles worth reading, industry trends, and the occasional quote.

When I say consistency, here’s what I mean – send it the same day and time every week. Also, stick with the same format. Use a third-party service, like MailChimp or Constant Contact to make the creation and sending process easy.

Need more ideas on what to put in your newsletter? Here you go:

• Tip of the week
• Answer a frequently asked question
• Link to an interesting article
• Welcome new clients
• Company updates
• New hires
• New service announcements
• Quotes

You could also take this a step further and create a monthly printed newsletter for distribution. This takes more time and energy, but has a high perceived value and might be right for your audience.

 #7 – Become the Authority & Write a Book

Writing a book was one of the best things I did for Resident360. It helped cement us as the authority on apartment marketing, led to speaking gigs, podcast interviews, and helped us gain more clients. The challenge is sitting down to write it.

The formula I found for success is:

1. Write a list of the top property management questions you get asked. These questions become your chapter titles.
2. Write out your answers to those questions or have someone interview you with a recorder. These become your chapters.

Quick note – There is no magic bullet here. You have to do the work to get the reward. If your property management company focuses solely on a region, state, or city, make sure that’s reflected in the title of your book. This will make you appear more specialized in front of owners.

Consider this – if you do a search on Amazon for Property Management or Multifamily Management the amount of books available is minimal. That means the opportunity is massive to become the authority.

You can self-publish your book using Createspace.com, an Amazon company. There is a lot more to this process, just reach out and I’ll share my experience.

#8 – Install a Shock & Awe into Your Follow-Up Process

One of my favorite property management marketing ideas is shock & awe. It’s easy to implement, keeps you top of mind and can “shock” your prospect when done right.

Here’s how it works: When you have a property owner interested in your services, send them a box of goodies where they are “Wowed” by what they just received.

For example, I recently inquired about a new CRM service for Resident360. About a week later, I received a huge box in the mail containing a glass framed image of our Resident360 logo, along with a team postcard, huge brochure, and an offer to buy my team lunch.  Check out the framed logo:

Now that’s what I call shock & awe.

Now let’s talk about you. What could you create that is shock & awe for your company? The goal is to entertain, delight, have the prospect say, “wow” or, “that’s cool.” This could include a copy of your book (if you write one), your brochure, a personal hand-written letter, nice pen, water bottle, coffee mug, food (candy, brownies) in a branded box.  A great resource for branded boxes is Packlane.com.  Here’s what our branded box looks like:

Don’t forget – It pays to get creative. Especially if the owner represents a massive opportunity for your company.

#9 – Create One-Minute Tip Videos

If you like the camera, consider creating 1-3 minute tip videos. Here’s how it works:

1. Make a list of the top 10 questions you get asked.
2. Make a list of the top 10 questions you should be asked, but aren’t.
3. Use your smartphone and film yourself answering these questions.

Now you have 20 videos created for your property management company. Here’s what I would do with them:

• Start a Youtube channel
• Post them on social media
• Embed them in blog posts
• Send them to clients
• Add them to a FAQ section on your website

Summing It Up

Real simple. Pick a property management marketing idea from above and take action on it. That’s why you’re reading this article, right? If there’s a final piece of advice I can leave you with, it’s this: Deliver value and be consistent. Whether it’s a weekly e-newsletter, a blog post, or posting on social media – make sure you’re delivering value. When you give, you give and when you sell, you sell – please don’t mix the two.

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Written by Josh Grillo

Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.

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