How to Grow Your Property Management Business in a Good and Bad Economy | Fourandhalf - Internet Marketing for Property Management Companies

How to Grow Your Property Management Business in a Good and Bad Economy

The current economic climate is serving a lot of people well. Today, we’re talking about how you can make being a property manager work for you in both strong economic times and challenging economic times.

The Swinging Door Effect: Property Management + Real Estate

Let’s talk about the swinging door effect. When things are going well economically, profits from real estate sales soar. Investors want to sell during a bull market because prices are high, and property management companies can cash in by offering real estate services. When things go south, you can focus on growing the property management side of your business. Prices are low, so property owners are holding, not selling.

If you’re not embracing both of these business strategies, you’re missing out.

Succeeding as a property manager means being flexible and responding to the economy.

There’s no crystal ball. No one knows when the economy is going to rise and fall. And if they did, they probably wouldn’t tell you anyway. But, we do know that the economy fluctuates somewhat regularly. It pays to be prepared for the door to swing the other way.

Responding to the Economy with Content Marketing

At Fourandhalf, we have an interesting barometer for what’s going on in the economy. We talk to hundreds of property managers around the country, and we can see the effects of economic fluctuations.

Just look at your blog content.

When this company was started in 2012, the primary property owner that our clients were trying to reach with content marketing and video blogs was the accidental landlord. These were the people who inherited a home or kept the home they had been living in and rented it out. They often needed landlord rescue.

There has been an interesting shift.

These days, property managers want to get investors to look at their company. We’re seeing far more topics related to attracting investors. That tells us things have been going well in the real estate market. Investors are buying properties to rent them out. It’s a reflection of the stock market being up, interest rates being low, and people being willing to buy. The accidental landlords of 2012 are selling while the market is up, so property managers are turning their attention to investors who want to buy more and hold while watching those property values increase.

Does that mean a crash could be on the way? We don’t know. No one does. But, we should be prepared.

Blending Real Estate and Property Management

So, let’s get back to that swinging door effect. Real estate agents have been doing property management since they learned about it after the last economic crash.

Property managers must do the same.

This isn’t new to you. We talk about it with our clients all the time. Some property managers just don’t want to do sales and if that’s you, make sure you’re at least getting those Realtor referrals.

If you do sales, make sure you’re telling everyone about it.

Put this in your property management newsletter, blog about it, and make sure your clients know you’re available to provide that service. This will help you make money while things are bullish.

Plan for the Turnaround with Your Content

So, with the economy on the upswing, you should keep doing those blogs geared towards investors.

But, you need to do those accidental landlord blogs, too. Keep your eyes on the flip side and be prepared for the economic turnaround. If you start blogging on these topics now, you’ll gain traction in search rankings and strengthen your authority online. That means, when those topics are trending again, your content will be at the forefront.   

If you have any questions about how to navigate your property management company through bear and bull markets, please contact us at Fourandhalf Internet Marketing for Property Managers.

Kyle Mclean

About Kyle Mclean

Born in San Diego County, Kyle McLean has since migrated to the Oakland woods. A fan of tall trees and tall tales, he holds a bachelor’s degree from the creative writing program at the University of California, Riverside and is a licensed California Certified Shorthand Reporter. After a few years as a freelance court reporter, Kyle has joined Fourandhalf for an opportunity in sales and digital marketing. In addition to reading and writing, his hobbies and interests include gardening, hiking, soccer, coffee brewing, and craft beers.

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Desired Growth (# of properties) :
Average Monthly Rent :
Annual Contract Value: $0
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Estimated Annual Profit: $0
Estimated Lifetime Profit: $0
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How we got these numbers

• Annual Customer Value (8% of average rent multiplied by 12)
• Customer Lifetime Value (4 multiplied by ACV)
• Estimated Annual Profit (at 20% of ACV)
• Estimated Lifetime Profit (at 20% of LCV)
• Estimated Portfolio Value Upon Sale (1.2 times ACV)

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Alex Osenenko
President and CEO

Alex’s professional mission in life is to help small businesses grow and thrive. He is the President and CEO of Fourandhalf.com and is serving his 5th year on the Board of Directors for CALNARPM.

After spending 9 years in the trenches with his property management clients, Alex draws on his experience to host “The Property Management Show” Podcast and co-authors a weekly Property Management Blog on Fourandhalf.com. Alex has extensive experience speaking for various NARPM events at the local, state, regional and national level.

Alex is a graduate of San Francisco State University with an Electronic Commerce Systems Degree. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex serves on the Board of Directors of CALNARPM (California Chapter of National Association of Residential Property Managers) and hosts a Podcast “The Property Management Show“, available on iTunes.

 

John Bykowski
Chief Operating Officer

After graduating from the University of Michigan with a film degree, John proceeded to do everything but. During his career, John has specialized in operations and has developed processes for small companies in diverse industries, such as bleeding-edge marketing technology, social networking, trade shows and exhibitions, and cloud software. John and Alex had worked together previously, and when he needed someone to help take Fourandhalf to the next level and beyond, Alex brought in John as his first employee, and later, business partner.

In addition, now that he’s using his film school know-how to help property managers look their best in their blogs, his mom no longer feels his degree was a complete waste of time.

Danny Morris
Director of Account Management

Born in Australia and growing up in Israel, Danny has spent a lot of time traveling the world between those two places. After completing his military service in Israel, Danny began following his biggest passion, writing, which he discovered while backpacking South America and publishing his first book.

When it was time to unpack, he returned to Australia to complete his Journalism studies amongst the beaches of sunny Perth. Danny is a huge online fan and after working in a number of related jobs, he finally gets to combine his two favorite things, working with media and people.

Marina Osenenko
Product Manager

Marina draws upon her real estate, business operations and customer service expertise for Fourandhalf. Her favorite part of being with Fourandhalf is the opportunity she has to really get to know our clients, build professional customer relationships and truly be part of a team that assists in their success.

Her time away from work is happily spent watching her children grow up and attempting to keep up with them! Any spare moments beyond nurturing her children are filled with hiking, spending time with friends, exploring the Bay Area and squeezing in a non G-rated movie every now and then.

Marie Liamzon
Product and Marketing Manager

Before joining Fourandhalf, Marie worked for one of the largest banks in the world. She took on different roles, but couldn’t find what she was looking for. She pursued a variety of side projects until she finally decided it was time for a career change.

Marie is very passionate about helping people and learning new things. In her spare time, you might catch her exploring new places and taking far too many pictures.

Kyle McLean
Customer Success

Born in San Diego County, Kyle McLean has since migrated to the Oakland woods. A fan of tall trees and tall tales, he holds a bachelor’s degree from the creative writing program at the University of California, Riverside and is a licensed California Certified Shorthand Reporter.

After a few years as a freelance court reporter, Kyle has joined Fourandhalf for an opportunity in sales and digital marketing. In addition to reading and writing, his hobbies and interests include gardening, hiking, soccer, coffee brewing, and craft beers.

Karen Wyle
Account Management

Originally from the Philadelphia area, Karen moved eight times in seventeen years all over the East Coast and to the Midwest before settling here in Northern California six years ago. She is an alumna of Brandeis University with a BA in American Studies and earned a MBA in Marketing Management from Indiana University in Bloomington. Karen’s business career has been well-rounded, with experience including advertising, direct marketing, corporate retail, product management, new product development, and new customer generation. Beyond an office setting, she has been thrilled to volunteer her time giving back to the community with KPMG’s Family for Literacy, at her daughter’s school, and as a Girl Scout Troop Leader. Karen enjoys music, good food, traveling to new places, completing jigsaw puzzles, meeting people and making connections.

Karen became a part of Fourandhalf’s Account Management team in 2016, relaunching her marketing management career after a pause to raise her family. She is excited to rejoin the business world and to work with such a strong marketing management team.

Paige DeRuyter
Account Management

Paige graduated from Chico State University with a degree in Journalism. Her favorite part of working at Fourandhalf is helping clients create and produce educational blog content to grow their business. She is an avid sushi enthusiast who enjoys riding her bike and watching college football and in her free time.

Nissim Boozaglo
Web Hosting Support

After working as a Radioshack store manager, Nissim decided to change his career path and pursue his passion for music production by getting his B.A.S. from Expression College for the Digital Arts. Nissim has a beautiful 8-year-old girl and loves cooking delicious homemade food and going camping with her! At Fourandhalf, Nissim is responsible for the implementation of the clients’ Landing Pages and Google Adwords campaigns.

Theresa Barnes
Campaign Director

Theresa Barnes was born and raised in the Bay Area and graduated with her Bachelors Degree in Communications Studies at San Francisco State University. She worked in aviation at a private FBO for 3 years, and other industries, before joining the Fourandhalf team. She finds a balance between being a young mother, work, and living a healthy lifestyle outside of work by staying as active as possible. She is dedicated to customer satisfaction and having a great work ethic.

Brittany Stephens
Campaign Director

Brittany recently moved to the Bay area after graduating from California State University Chico with a degree in Business Marketing. She is known for her excellent communication, customer service skills, and shameless nerdyness. Her passions include: music, tabasco, Lord of the Rings, and the Golden State Warriors.

Logan Jones
Business Development

After graduating from CSU Chico with a Degree in Business Marketing, Logan moved back to the East Bay and pursued a career in sales. With an attention to detail and a relentless drive, he strives to improve himself and his passions each day. When not at work Logan enjoys playing guitar and writing songs, and occasionally performing around the Bay Area. He is an avid sports fan keeping up with everything SF Giants, 49ers, Cal Bears, and Golden State Warriors.

Hope Lumbley
Account Management

Hope recently moved to the Bay Area after graduating from Chico State University with a degree in Journalism. She is coffee crazed, dog obsessed and hopes to visit all National Parks. One of the greatest times in her life was when she lived abroad in Costa Rica and hopes to travel more of Central America in the future. She feels blessed to work for a company who supports her love for travel and the need to learn more about what the world has to offer.

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