10 Lessons from 10 Years in Digital Marketing: Insights for Property Managers and Small Businesses

What can happen in a decade? A lot.

This week marks my 10-year anniversary — a full decade — of working in property management marketing. As I reflect on the past 10 years, I am amazed at how much has changed in the digital marketing landscape. From social media to search engine algorithms, technology and consumer behavior have evolved significantly.

Marketing your property management business isn’t as simple as setting up a website and hoping owners will find you. With more competition and ever-changing digital marketing trends, standing out requires strategy, consistency, and the right approach.

I’ve learned a lot of lessons over the years. I’ve seen what works, what doesn’t, and what’s just a shiny distraction. If you’re looking to attract more owner leads, grow your brand, and understand how to market a property management business effectively, the lessons I share below will help you get there.

1. Content Will Always Be King—But It’s Evolving

“Content is King” has been a mantra in digital marketing for years, and it still holds true today. However, what counts as “content” has changed dramatically. In the past, content mainly referred to written blogs and articles. Now, videos, infographics, podcasts, and social media posts all fall under the umbrella of “content”. Believe it or not, customer reviews are also part of your business content. You may not have control over it or like it, but if prospective customers can find it, they will read it and judge you for it.

With the rise of AI-generated content, creating content has never been easier—but it has also led to more noise and clutter online. The key to standing out? Authenticity and substance. Instead of focusing on quantity, prioritize content that builds trust, educates, and resonates with your audience.

💡 Key Takeaway: Quality over quantity. Create content that genuinely helps property owners make informed decisions.

2. Short-Form vs. Long-Form Content? The Debate Never Ends

One of the biggest questions in property management marketing is: Should I focus on short-form or long-form content?

The truth? There’s no one-size-fits-all answer.

To put it in Bob Dylan’s words:

“How many words should a blog post be,
Before it ranks on page one for free?
Yes, and how many seconds must a video last,
Before people stop scrolling past?
The answer, my friend, is blowin’ in the wind,
The answer is blowin’ in the wind.”

The content pendulum keeps swinging. A few years ago, short-form videos dominated due to TikTok’s rise, but now even TikTok is experimenting with longer videos. The key is to experiment and adapt based on your audience’s preferences.

What’s Changing in 2025?

• Instagram Reels now allows 3-minute videos, giving more room for storytelling.
• X (formerly Twitter) lets premium users post 4-hour videos, which is great for deep dives into owner education.
• TikTok remains a powerhouse but with a 10-minute cap on video length.
• YouTube continues to dominate for both quick Shorts and in-depth, long-form videos.

💡 Key Takeaway: Diversify your content. Use short-form to grab attention and long-form to educate and build trust.

3. Authenticity Can’t Be Bought, Automated, or Outsourced

AI can generate content, but it can’t replicate human connection. Customers are smarter than ever—they can tell when content is forced, scripted, or inauthentic. Property owners want to work with someone they trust, and that trust comes from authenticity.

What does that look like in practice?

• Be present on video – People want to see and hear from you. They trust faces more than logos or avatars.
• Engage in real conversations – Don’t ignore comments, reviews, or DMs. Keep an open mind to what real customers are saying, and try not to be defensive.
• Sharing real stories – Case studies, testimonials, and behind-the-scenes content. This is how you prove that you’re as awesome as you say you are. It also happens to be that sharing real stories can help your property management business stand out in the eyes of search engines like Google.

💡 Key Takeaway: Property owners and investors do business with people they trust. Be real, honest, and human in your marketing.

4. Growth Hacks Are Temporary—Build a Strong Foundation Instead

I see this all the time: property managers looking for quick marketing wins. While a viral post or a paid ad hack might give you a temporary boost, it won’t sustain long-term business growth.

• A fast, SEO-optimized website that’s easy to navigate.
• Consistent branding and messaging that resonates with owners.
• A strong industry-specific SEO strategy that keeps you visible in search results that matter.
• Genuine relationships with property owners that lead to referrals.

💡 Key Takeaway: A solid marketing foundation beats quick-fix tactics every time. Marketing trends come and go, but strong fundamentals will stand the test of time.

5. Not Every Marketing Trend Is Worth Following

Every year, a new marketing trend takes over—some last (like TikTok), while others fade (like Clubhouse). The key is not to jump on every bandwagon. Instead, evaluate each trend thoroughly and decide if it aligns with your brand and audience.

Before adopting a new trend, ask yourself:

• Does my audience use this platform?
• Does it align with my business goals?
• Can I measure its success?

💡 Key Takeaway: Don’t try to be everywhere. Be where it makes sense for your business.

6. SEO Isn’t Dead—It’s Just Different

Every year, someone claims SEO is dead—and every year, SEO proves them wrong. While the way people search has changed, search itself isn’t going anywhere. What is changing, however, is where and how customers are looking for answers.

The elephant in the room? Customers are no longer just using Google. Many are now searching via AI-powered chatbots like ChatGPT, Bing Chat, and Google Gemini. This shift raises an important question:

🚀 How can property managers optimize their marketing for AI-driven search?

The good news? The fundamentals of SEO still apply. AI chatbots determine credibility and relevance in a way that’s not too different from how Google ranks websites.

How AI Chatbots Determine What Content to Surface

Just like Google, AI search tools prioritize content that is:

• Expert-driven and authoritative – AI models pull information from reliable, well-structured sources (think E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness).
• Clear, concise, and well-structured – AI favors direct, well-written answers that are easy to summarize.
• Frequently cited across multiple sources – If your content is referenced in reputable blogs, directories, or online discussions, AI considers it more credible.

How to Optimize for AI-Driven Search

If customers start asking ChatGPT or Bing Chat for “the best property management company in [your city]”, how can you ensure your business is part of that conversation?

• Prioritize High-Quality, Expert Content – AI models look for well-researched, informative, and original content that provides real value.
• Optimize Your Google Business Profile – AI chatbots pull from directories like Google Business, so keeping your listing accurate and active is crucial.
• Get Mentioned on Authoritative Websites – The more credible sources link to or mention your business, the more likely AI will recognize your brand as a trusted entity.
• Use Conversational, FAQ-Style Content – Chatbots love question-and-answer formats, so creating FAQ pages and natural-sounding content can increase visibility.
• Ensure Your Website is Fast and User-Friendly – AI search still relies on traditional ranking signals like site speed, mobile usability, and structure.

💡 Key Takeaway: SEO isn’t dying—it’s just expanding into new territories. Whether it’s Google Search or AI-powered chatbots, the businesses that prioritize trust, authority, and high-quality content will continue to stand out.

7. Educated Customers Are Good Customers

Some property managers fear that if they educate owners too much, they won’t need them. But the opposite is true: educated owners are more likely to hire a professional because an educated customer values expertise more.

How do you educate without giving away too much?

• Blog about common owner challenges – e.g., “Why Self-Managing Your Property Might Cost You More.”
• Create videos explaining property laws & leasing pitfalls.
• Offer free webinars – Owners who attend are already engaged leads.
• Providing market insights to position yourself as an industry leader.

💡 Key Takeaway: Educated customers appreciate the value of your services—and are more likely to hire you.

8. The Best Marketing Feels Like Education

If you want to build trust, be a teacher first, a marketer second. The best marketing doesn’t feel like marketing—it feels like learning something valuable.

Here are some examples of how this could look like:

• Write blog posts that answer common owner questions.
• Create videos that explain property management concepts.
• Host live Q&As to address audience concerns in real-time.

💡 Key Takeaway: Teach first, sell second. If you provide useful, relevant information, property owners will trust you when they’re ready to hire.

But how long does it take for an owner to be ready to hire a property manager? This is a good segue to the next topic.

9. Speak to Your Audience at the Right Time

Not all owner leads are ready to sign a contract today. Some are just researching how to solve their landlord problems, while others are passively looking through property management companies.

That’s why your marketing should match where they are in the buying journey:

• Awareness – The owner is aware they have a problem and they don’t even know if there is a solution.
• Interest – They are interested in solving the problem at hand, and are in research mode.
• Desire – They have found a desirable solution (i.e. hiring a professional property manager), but are still narrowing down their options before making a final decision.
• Action – They have chosen a solution (ideally, your property management company) and have signed a management agreement to become a customer.

💡 Key Takeaway: Understand where your prospects are—and deliver the right message at the right time.

10. Stop Obsessing Over Marketing Attribution

The buyer’s journey is not linear. A property owner may have found your business through a Google search, then clicked on one of your ads, and finally called after seeing your yard sign. Which channel gets the credit?

It’s not worth obsessing over attribution because it’s impossible to know for sure.

Instead, focus on creating multiple touchpoints that reinforce your message.

💡 Key Takeaway: Your marketing channels work together. Don’t let attribution distract you from building brand awareness across multiple channels. Consistency beats perfection. Stay visible, stay valuable, and leads will follow.

Final Thoughts

After spending 10 years in digital marketing, one thing remains clear for me: If you want to grow your property management business, focus on education, authenticity, and long-term value. Marketing isn’t just about driving leads—it’s about building trust that turns into long-term relationships.

The more you focus on building genuine relationships and providing valuable information, the more your business will thrive.

So don’t get caught up in fads or obsess over attribution. Instead, invest in a strong marketing foundation that prioritizes education, consistency, and customer needs. Trust us, it’ll be worth it.

Remember, the effort you put into cultivating trust, consistency, and genuine value today will not only grow your business but will also secure a thriving future you’ll be grateful for a decade from now.