Growing your property management business requires that you use several different marketing strategies. If you put all of your marketing dollars in one basket, you’ll reach the same potential audience over and over again, leaving a large number of prospective landlords and investors completely unaware of who you are, what you do, and how you can solve their problems.
3 Marketing Strategies for Property Managers
In this three-part video series, we want to show you how important it is to approach your marketing plans from a number of different angles.
Part 1: Making Your Website A Marketing Magnet
Here at Fourandhalf, our team has spent a LOT of time researching, creating, and coming up with new ideas for great property management websites that attract and convert leads. When considering whether your website is operating at its fullest capacity, ask yourself these three things:
- Does my website make a great first impression?
- Am I answering my client’s pain points with thoughtful, researched blogs?
- And is it easy for my potential leads to get in touch with me?
If there is any uncertainty in your answers to these questions, it’s time to update your website and boost the quality of your content. Right now Fourandhalf is offering $3,000 off a brand-new property management website when you sign up by November 15th, 2020! To get this limited time offer, set up a 1/2 hr chat with Logan by clicking here.
With a solid website in place, it’s time for you to turn your attention to Part 2: Pay-Per-Click Ads.
Part 2: Pay-Per-Click (PPC)
Now that you’ve got a conversion-driven website in place, let’s talk about PPC, or pay-per-click ads.
PPC ads can help you generate owner leads, especially if you’re not showing up on the first page of search engines in organic or local searches. While “Google Ads” are certainly the most well known, you should also consider placing ads on Bing, Yahoo, and social media. Use these five questions to set up and evaluate your PPC campaign:
- Does your PPC campaign have a great “hook” that speaks to the types of owners you want to attract, as well as a great “call to action” when they click on the ad?
- Are you using keywords and phrases that your leads are searching for, and are you monitoring their performance?
- Have you created a trackable phone number to keep tabs on which calls you’re receiving are directly related to your PPC campaign?
- Is there a landing page linked to your ad, with one specific call to action aimed at converting leads?
- Does your PPC budget allow you to compete with your competition?
PPC is a useful tool for generating and capturing owner leads – if you’ve taken the time to answer these questions and utilize your PPC budget effectively. Our team has been working with PPC for years, and we can help you navigate the complexities of running an PPC campaign. Dive deeper into paid ads and PPC with our 3-part blog.
Now that you’ve got a conversion driven website and an effective PPC campaign running, let’s talk about Lead Nurturing.
Part 3: Lead Nurturing
Generating leads won’t mean anything for your business if you don’t have a way to nurture them until they become clients.
So, what exactly IS lead nurturing? Lead Nurturing is a process through which you can warm up and move leads further down your sales funnel. This can include email campaigns, phone calls, and other marketing strategies.
When considering whether your lead nurturing process is working for you, think about these 4 questions:
- What does a sales-qualified lead vs a marketing-qualified lead look like for your company?
- How have you tailored your lead nurturing process to each type of lead?
- Is someone in charge of your lead nurturing process?
- Do you repeat your lead nurturing process for every lead you have?
These are the types of questions your marketing team should be using to regularly assess the effectiveness of your lead nurturing. Regularly monitoring your lead nurturing in this way will let you know if your process is boosting the percentage of leads you’re converting, or not, and if not, why that might be. Operating without a lead nurturing process is like leaving your prospects in the middle of the woods, and then hoping they find their way to you eventually.
For a more in-depth look at various kinds of property management leads, listen to our podcast with Jeremy Pound of RentScale.
If after watching all three of our “Marketing Strategies” videos you’re thinking, “Ah! This is a lot!” — we get it. Creating a holistic, consistent and effective marketing strategy takes time and patience, and we’d never expect you to do everything all at once. But understanding where your current strategy is succeeding, and where it needs extra support, is the first step toward reaching your growth goals.