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Over the past few years, the way property management companies are marketed has dramatically changed. The Yellow Pages, print, radio, TV commercials, cold calling, telemarketing — all of these are essentially obsolete. No business can hope to survive in this day and age without digital marketing.
Although online marketing can seem daunting, it has a ton of potential to help your property management business stand out, penetrate new markets, generate leads, and increase revenues.
What’s more, you don’t even need an enormous marketing budget to achieve it.
In this article, we will show you the different strategies you can use to bring in new clients for your property management company.
In the world of online marketing, the key is to be the first mover, or at least an early adopter of new ideas and strategies.
We guarantee that most of your competitors won’t adapt as quickly as you will. Even if they do, they’ll be entering late in the game, and will need to play catch up with your company.
Below are the top ten property management marketing strategies critical to the success of your business.
How to Market a Property Management business:
1. Understand the Basics of a Keyword Marketing Plan
Keyword marketing refers to promotional activities based on keywords that your prospective customers use to search on places like Google.
The most important tool for keyword research is the Google Keyword Planner. This tool helps identify the terms being used to find your type of business and service.
Once you have this information, you can use those keywords on your company website.
Keywords make your content stronger and more optimized for search engines, which in turn boosts your website and helps generate property management leads.
2. Know Your Company’s Competition
After doing basic keyword research, your next step is to find out what your competitors are doing. This helps you determine what works and what doesn’t within your market.
When analyzing your competition, 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?
These questions will help you determine the strength of your competition and any gaps that you can possibly fill.
3. Content Development Ideas & Strategies
When it comes to online marketing, we cannot stress enough the importance of good content.
It’s important that you develop high-quality, informative, original, and up-to-date content for your target audience. Ideally, you should be the go-to guide on real estate for your customers.
Don’t think of content as simply words that fill up web pages. Instead, think of it as your ultimate communication vehicle which will make or break your brand.
Some tips to ensure effective content creation is the following.
- Make sure your content addresses a problem and offers a solution.
- Avoid making it about yourself. Instead, focus on the needs of your target audience.
- Build authority through original and informative content.
- Offer value to your audience. If they get what they want from you, they are likely to return the favor.
To sum it up, content is THE most important element of your online marketing strategy. Make sure you do it right.
4. Content Marketing Plan
Bear in mind that content shouldn’t be the end-all, be-all of your marketing efforts. Once you have your great content, you also have to ensure that your target audience sees it. You can do that through content marketing.
There are several strategies you can use to promote your content. You can:
- Share your posts on social media.
- Reach out to the real estate blogging community.
- Guest post on sites related to your business.
Don’t forget the “marketing” side of your “content marketing.” You don’t want to put all that effort into your great content, only to have it all go to waste because of inexpert marketing.
On the other hand, when done right, content marketing can put you head and shoulders above the competition.
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5. Search Engine Optimization
You can have a terrific company name, amazing content, and the best services. But if you don’t optimize your website for search engines, online users won’t know anything about your property management business.
SEO primarily involves:
- finding the relevant keywords for your business;
- optimizing your site for those keywords; and
- backlinking to your site.
So how do you optimize your website?
Sprinkle main keywords on your homepage and secondary keywords on the rest of your website.
Follow the principles of good keyword density per page – typically 1 to 3% – and ensure you put in your metadata.
Metadata should include a meta title and a meta description. They will look something like this:
Property Management is the number one property management company in Saint John, NB. Call us now for more information.
Doing this will make it easier for customers to find you.
However, for SEO to be effective, it has to be done right. The operative word here is “optimizing.” Be careful not to go overboard with the keywords. Otherwise, Google will penalize your site.
Google frowns on link spamming and keyword stuffing. So make sure you have high-quality backlinking, effective internal linking, and excellent keyword optimization.
6. Online User Experience & Usability
User metrics are extremely important as far as Google is concerned. This means that you have to pay attention to a bunch of factors, such as:
- How users interact with your website
- How easy are they able to navigate through the site
- 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 boost your rating in terms of usability.
Additionally, you need to focus on your bounce rate and the average time visitors spend on your website. These are metrics that you can track via Google Analytics.
7. Business Listing, Google+ & SEO for Local Companies
It’s important that you have a Google+ business page. This page will help you rank within your local area.
Ideally, the information you provide on your Google+ page should match what’s on your property management website.
Specifically, the information should include your:
- Business Name
- Phone Number
Once you have your Google+ page up, you can build business listings on other authoritative websites. The more accurate and updated your company information, the more effective you’ll be with local SEO.
Next, focus on your customer reviews. If you have solid customer reviews on your Google My Business listing, you can use that to generate more leads. That’s because 84% of people trust online reviews as much as they do personal recommendations (Source).
8. Social Media
Chances are high that your target market is on social media.
With that in mind, you need to design an effective social media marketing strategy. In terms of generating leads and penetrating new customer markets, social media is your best bet.
Consider these numbers:
- 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 of these are listed in the world’s top 30 most popular websites in terms of traffic. Even if you’re not targeting an international audience, you’ll have at least a few million potential customers waiting to be contacted.
Needless to say, social media is a gold mine of customer leads.
The best part is that social media sites are cost-effective to use. In fact, even Google keeps tabs on the social media activity of companies. This means that social media not only helps you build customer relationships but also improves your ranking online.
So don’t underestimate the power of social media. In the online world, it’s the best way to engage with your customers, increase your visibility, promote your brand and build authority and trust.
9. Link Building Strategies
Both internal and external links help grow your site organically and improve your search engine rankings.
It’s important to note that the quality of those links matters. If you can build links from authority websites, your rankings will improve.
Ideally, backlinks to your site should be relevant and natural. Back in the day, companies bought links to boost their search engine rankings, regardless of the quality of those links. The practice kept going until Google slapped the offending companies a hefty penalty.
That’s not to say that link building is completely obsolete. You can still use it, as long as you don’t abuse it. “Earn” your links by building your authority through high-quality, relevant content, one piece at a time.
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10. Effective Anchor Text
The key to effective link-building is anchor text. If you mess up your anchor text, your website has a high risk of being penalized.
Make sure that:
- 50 to 60% of your anchor text is branded (e.g. S&A Property Managers or www.sapropertymanager.com).
- 20 to 30% of your anchor text is generic (e.g. Click Here, Visit Here, Click for More Info, Contact Us).
- 5 to 10% of your anchor text focuses on your main keyword.
It’s a Holistic Online Advertising Approach
These are only a few of the basic online marketing principles property management companies can use.
They seem simple enough on the surface. But if done well, they can generate significant traffic and customer leads.
You don’t need an absurdly large budget to implement these property management marketing strategies. But you do have to invest the time and effort needed to make your campaign a success.
If you want to grow your property management business through online marketing, contact us today. We’d be happy to give you a free consultation, plus a marketing plan best suited for your company.