Finding a Unique Selling Proposition for your Property Management Company

Finding a Unique Selling Proposition for Your Property Management Company: How to Set Yourself Apart from the Competition

When it comes to delivering property management services in your market, what makes you special? What differentiates you? What do you offer that your competition doesn’t? That’s your unique selling proposition.

Many of our clients tell us that they use the same up-to-date technology as their competitors. They manage single family homes as well as their competitors. They do the same things as their competitors: screening, advertising, eviction protection – the list goes on.

If you’re having a hard time separating yourself from the pack, we have some tips on how to find a unique selling proposition for your company. 

How to find your unique selling proposition

Use Content to Set Yourself Apart

This is a Fourandhalf blog, so you knew we were going to talk about content and video blogs.

But, what we tell you is true: you can use video blogs and put them on your website or a blog site. It puts a face with your company name, and that differentiates you. 

Check Your Reviews – the Good and the Bad

Comb through your customer reviews. Look for things your company does especially well. Dive into specific interactions that your team members had with tenants and owners. You may not realize that you’re doing some really exceptional things.

Pay attention to your negative reviews, too. You don’t want to advertise things that you’re not doing well. If you’re falling short in a specific area – that’s okay, you know you have work to do. But, make sure that area is not part of your unique selling proposition. 

Sell Yourself with Better Communication

How are you communicating your unique selling proposition? You want to talk in terms of benefits, and you want to get specific. Customers can understand and connect with you in a tangible way.

For example, you might say that you’ll remove the stress of property management. That’s a great value proposition, but something that all property managers say.

Instead, tell owners that they’ll no longer be woken up in the middle of the night with tenant phone calls. Tell them that their children will no longer be woken up by that ringing phone. Tell them they won’t have to worry about having their vacations interrupted anymore.

These are things your potential customers can relate to.

Further Ways to Demonstrate Your Difference

There are other ways to set yourself apart.

  • Maybe you have unique pricing model that isn’t common in your area.
  • Maybe you specialize in a certain type of property owner. Do you work with military families who move a lot and are absent landlords? That could be your target audience.
  • Maybe you have a special designation, like you’re a woman-owned business or you’ve been recognized in the community.

When you highlight these things, visitors to your website will feel a kinship with you, and you’ll be the company they call.

If you have a big personality, market yourself. Use that personality at speaking engagements and trade shows.

Things You Don’t Want to Do

When you’re coming up with your unique selling proposition, don’t overthink it. You don’t want to try too hard to be unique. That can discourage people. You’re building trust with the value you provide, so don’t make it too abstract. Otherwise, you’ll have a hard time attracting your perfect clients.   

Don’t be obsessed with uniqueness and don’t be afraid to advertise the same things that other companies advertise. If they don’t champion their value as hard as you do, you can make it what you’re known for providing. 

If you have any questions or need any help setting yourself apart, leave us a comment on this blog, or contact us at Fourandhalf.

Alex Osenenko

About Alex Osenenko

Alex’s professional mission in life is to help small businesses grow and thrive. Alex is the President and CEO of and a Co-Founder of the PM Grow, Inc. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex's deep commitment to entrepreneurship and improving the lives of small business owners everywhere empower him to host “The Property Management Show” bi-weekly Podcast and speak internationally on the subjects of Growth, Marketing, Sales, and Entrepreneurship.

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Desired Growth (# of properties) :
Average Monthly Rent :
Annual Contract Value: $0
Customer Lifetime Value: $0
Estimated Annual Profit: $0
Estimated Lifetime Profit: $0
Estimated Portfolio Value Upon Sale: $0

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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