At Fourandhalf, we work with hundreds of property managers to help them with marketing a property management company. Today I wanted to discuss a question we get a lot: Should I have a pricing page on my website? This is one of the most common questions and very often, at first thought, they don’t want to have a pricing page. We think this is a mistake.
Why You Should Have a Pricing Page:
First thing’s first: most of the property managers I work with tell me that if they get the phone call, they can close the deal. They think that’s a good reason not to have a pricing page, because it might prevent someone from calling. It’s important to address this concern, so let me share a statistic that I find very revealing:
70 percent of the decision is already made when people call you. That means 70 percent of the decision is being made online, while people are using the Internet to find the best property management companies in their area. They are looking at your company, reading your reviews and making up their minds. If they want to do business with you, they are going to call you.
People will think one of two things when there is no pricing on your website:
• They’ll think you have something to hide; or,
• They’ll think your price is too high.
When you don’t publish your pricing page, you are preventing yourself from potentially getting a lot of phone calls.
How to set up a pricing page:
My recommendation is to have three plans on your pricing page – the “cheap” plan, the “standard” plan, and the “premium” plan. This is important because you want to be able to attract all types of people, and you can upsell them from one pricing plan to another. When you have three plans, you can do some great advertising and it gives you the ability to sell a higher plan if there’s a need for it.
The following names are just to differentiate them – we’re not suggesting you use the word “cheap…”
The first, “cheap” plan should be your starter package. Maybe the price will simply include placing a tenant for them.
The second, “standard” plan might be ongoing management. It’s regular service but maybe not the full deal. There could be additional costs for individual services.
The third, “premium” plan is a combination of everything you do, and it will be your top pricing plan.
You should also mention that you offer discounts and special pricing for owners of multiple houses.
Final Thoughts: Why We Recommend a Pricing Page for Marketing a Property Management Company
In case you aren’t convinced yet, here are two more good reasons why you should put in the effort of publishing a pricing page:
1. With pricing, you get more phone calls and better qualified phone calls. The conversation you have will be more intelligent. Instead of talking about your fee, you’ll be discussing your services and why you are best choice in property management.
2. Here’s an example from our own site. We publish all our pricing, and I just pulled up Google Analytics for our pricing page. The pricing page is the number one page people visit by far. Our second most popular page is the sales landing page, but pricing is one of the first things people click on after they read one of our blogs. The average time my website visitors spend on that page is 3 minutes and 7 seconds. Now, time on your website equals conversion. The longer people stay on your website, the higher the chance you get the phone call and earn the business. It’s simple statistics and probability. You want to attract your visitors or owner prospects and have them spend as much time as possible on your site.
Besides, we are proud of our pricing and we feel that there is something for everyone.
We hope this has been helpful. If you have any questions or comments, please contact us at Fourandhalf, and we’ll see you next week.