Before the relatives arrive for the holiday festivities, let’s talk newsletters.
If you’re not sending out a newsletter, you’re not getting in front of clients and prospects as often as you could.
Today, we have some things for you to think about while you’re reaching for that second slice of pie.
What a Newsletter Can Do
The first thing to think about is what you want to accomplish with your newsletter. Your goals will help you determine the kind of content you want in your newsletter. Are you trying to attract investors to your company? You can provide industry-specific information that investors want to read about. Are you trying to stay on the forefront of your current clients’ minds so that you can increase client retention? You may want to write updates about your company that your current clients will appreciate. You’ll also need to think about whether your newsletter will be tenant-focused or owner-focused.
Maybe you want to do both, which is also fine.
Figuring Out Your Frequency
Once you know what you want your newsletter to do for you, think about the frequency. Maybe you’ll want to send it out monthly – or perhaps quarterly will work better for you and your team.
After you have a schedule in place, consider how you’ll make it happen. There are some great email marketing providers you can use to schedule your newsletters. Find someone in the company to write up newsletter content on a regular basis.
Or, do it yourself. It doesn’t have to be Pulitzer-worthy prose. It just has to communicate.
Signup Forms on Your Website
Next, make sure you have a signup form on your website. This makes it easy and convenient for prospects to learn more about your company before they even speak to you. It is a great excuse for a new lead to give you their contact information. Plus your owners can opt to hear from you on a consistent basis through your newsletter, which lets you continue to build that connection and trust level in a fraction of the time it would take your property managers to check in with each of your subscribers individually.
Banging Out the Benefits
There are a few great benefits of owner newsletters.
- It’s a great way to get referrals from existing owners. They will want to share the value they get from your content with their friends who can also benefit.
- You’re getting prospects involved with your company, and demonstrating your knowledge with engaging content.
- It’s a great way to touch base with prospects who would have otherwise dropped out of your marketing funnel. You may have prospects who have stopped returning your calls but are still reading your newsletter. They aren’t ready to sign an agreement now, but your newsletter still holds their attention. Nurturing those prospects keeps them in your funnel, and some of them will become clients later.
There are plenty of reasons why a prospect would not be ready to sign up for your services now but will become a perfect candidate later. When that time comes, you want to be there, at the front of their minds and their inbox. Your newsletter will keep that relationship alive and position you to close those deals.
If you don’t have time to create content for your own newsletters, check out LandlordSource. They provide great material you can use to target both owners and tenants. If you need help building templates, adding a signup form on your website, or sending out newsletters to your clients, our team here at Fourandhalf can do all those for you.
Today and every day, we at Fourandhalf are grateful for our loyal subscribers and our customers. We encourage you to leave a comment below to share what you are thankful for this year, in the property management industry and beyond. With that, it’s time to break out the loose pants and have a happy Thanksgiving from the Fourandhalf team.
If you have any questions about newsletters, give us a call, and if you’re not on our mailing list, subscribe now! Every week we send valuable advice and tips for property managers.