What business tactic has single-handedly been demonstrated to generate a 4,300 percent ROI?
The answer is email marketing, and it may not be that surprising considering that 2/3rds of people check their email multiple times a day, coupled that with the fact that only a few people do email marketing. Today we’re going to talk about how to do email marketing right for property managers. If you have content that can benefit owners, it’s useful to consider email marketing when you’re growing your property management business. However, you need to evaluate a few items before moving forward.
Segmenting Your Audience
Before you implement email marketing, you need to segment your audience. Know who your customers are and what you are communicating or sending to them. As a property manager, you have at least four categories of constituents:
- Owner Prospects
- Tenant Prospects
Figuring out what content each of these prospect types will care about determines what you should deliver to them. It’s possibly going to be different for each segment, and that knowledge is what you need to get your email campaign started.
Sending the Right Content
Content is critical here, and we always tell people not to overthink what to write in their blogs. At the end of the day, you are the one with the expertise and the knowledge that your audience needs and you need to get it out there in an accessible format.
The email marketing campaign will only be effective if you drip the right information to the right prospect at the right time. If you blanket everybody with tenant-related information, it won’t work for your owner prospects. They don’t care about the same things that tenants care about. So specialize and package the right content for the right people. You will be appreciated and owners will think of you first before they make a buying decision.
Implementing an Email Campaign
There is no easy way to implement this. We wish it was as easy as buying a tool and getting started, but segmenting the audience and delivering the right content is difficult and time consuming. Most small business owners don’t have the resources or the time to manage effective email campaigns. That is why there is a barrier to entry when it comes to email marketing. You may want to look for professionals who know your industry and can help you.
LeadSimple and Fourandhalf have partnered to deliver this service to property managers. LeadSimple drives the audience and the segmentation part. Each prospect is at a certain stage, and we know who the prospects are and in which stage they currently are in. Fourandhalf comes in with the content and delivers it to those prospects at the right time based on the triggers we have set up. We have managed to provide this solution for under $300, which we are pretty proud to share. It’s just an option for you. If you’re excited about the results you can achieve with email marketing, set up a plan yourself or contact us at Fourandhalf or LeadSimple, and we’ll get you started.