Have you ever asked yourself, “How are landlords finding me?”
There are so many possibilities, but business owners need to know exactly how potential owners find their property management company. Working in the property management business means constantly finding ways to attract and acquire more clients – especially since the competition is fierce.
But don’t worry; there are 3 specific kinds of leads that every savvy property manager should target. In this blog post, we will discuss these types of leads, how to find them, and ultimately how you can use them to build your client base. Let’s get to the bottom of this by getting into the mind of your everyday landlord so you can be that lucky first call.
Leads for Property Management Companies
When trying to generate property management leads, the first thing you need to know is that there are three types of landlords out there. We’ll call them:
- Landlords Who Know They Need a Property Manager – These landlords are the most prepared and knowledgeable of the bunch. They understand they need professional help to manage their rental properties – whether it’s due to lack of time or lack of experience. These landlords are the most likely to seek out a property management company and can often be found searching online for solutions.
- Landlords Who Don’t Know They Need You – These property management clients feel like they can handle their rental properties on their own. They’re focused on saving money by avoiding professional fees, but in doing so they run the risk of making mistakes and/or not following local laws when it comes to managing a property.
- Landlords Who Aren’t Looking for Property Management – These landlords are in the market for rental properties, but they don’t have any intention of hiring a property management company. They’ll most likely try to manage their own rental properties only to find out down the line that they need help.
Understanding these three types of property management clients is a critical first step in effectively targeting your marketing efforts. However, knowing who they are is just part of the equation. To truly connect and resonate with these prospective clients, you need to grasp their motivations, challenges, and pain points. In the following sections, we will dive deeper into the mindset of each of these landlord types, highlighting key insights that can shape your approach to lead generation efforts and converting each one into a client.
Landlords Who Know They Need a Property Manager
Landlords Who Know They Need a Property Manager can be reached through targeted digital marketing and advertising (Facebook, Google Adwords, LinkedIn) or organic search engine optimization (SEO).
These landlords are looking for professional property management. They will search something like “property management [city name]” because they know what they need and where they need it. When the search results show up, the landlord will look at the first page of Google’s search results.
You can appear on the first page of Google’s search results by optimizing your website and utilizing SEO best practices. This means having quality content on your website, using relevant keywords in meta descriptions and page titles, and having a well-structured sitemap. Additionally, you can also do local listings (Google My Business, Yelp, etc.) to be visible in local search engine results pages (SERPs).
You can also try using paid advertising like Google Ads to generate more leads. Pay-per-click (PPC) ads are a great way to get in front of potential clients and generate leads faster. You can also retarget visitors who visited your website or blog previously but did not become customers yet.
They’ll usually call one of those companies to manage their property. But that’s not all; one of their key deciding factors is choosing a property management company with a good reputation. They want a company to have at least some validation for the quality of service they provide.
You’ll want to showcase your reviews on your website. It’s important for landlords to be able to gauge honest feedback that their peers leave for a business. If you have an immaculate online reputation, you have a great chance of closing that business.
Landlords Who Don’t Know They Need You
These are everyday landlords who have never used property management services before. So far they’ve run into few issues in handling rental property. So when they have a question, they’re likely to do a search on Google. They’ll type something like:
“How do I screen tenants?”
“How do I get my home ready to be rented?”
“How do I evict my tenant?”
And any other question that you can think of. If they find your topic during this process, then you have just shown up on their radar as an expert who has experience in handling rental property in their specific area.
To get in front of these landlords, try content marketing. You can share helpful content on your website blog or create videos that answer these common questions. It’s also a great idea to join local real estate and landlord groups so you can provide value for their members and show them what you have to offer.
Want to turbocharge your results? Offer a content upgrade such as a free rental estimate in exchange for an email address. From there, you will be able to educate the landlord on the perils of managing rental property on a monthly, or weekly basis. So when that next problem inevitably rises, who do you think will get that phone call?
Landlords Who Aren’t Looking for Property Management
These landlords are not looking for you. They are happy, they are self-managing, and they may not even know what property management is. However, they can be self-managing poorly, and something terrible could happen with their rental property. For example, if they have a California lease and their property is in Texas, it’s bad news.
So, with that in mind, how can they be reached?
These landlords are typically isolated from the property management industry, so you’ll need to look for them in other places. One of the best strategies is to make connections with local real estate agents and property investors who can refer these landlords your way. You can also attend local networking meetings with real estate professionals or connect with people on social media platforms like Instagram and Twitter.
Paid advertising on social media, such as Facebook, is also a great way to get in touch with these people. Facebook does a great job at being able to target a specific audience segmented according to demographics. You can post something that invites your audience to download a free eBook for landlords. These items help educate people about why they might be in over their heads and why they need someone like you.
Direct mail is another effective channel for reaching landlords who might not be actively seeking property management services. Crafting an engaging letter that highlights the advantages of partnering with your company can be a game-changer. By incorporating specific facts and figures related to rental properties, you not only display your industry knowledge but also establish credibility.
Following Up With Leads
Once you’ve identified the right leads for your business, it’s time to focus on following up with them. Make sure to be proactive in your lead follow-up by providing helpful resources and information like rental market trends, tips for property owners, or even free property management software (if you offer it). This will help demonstrate the value of working with a professional property manager – and why they should choose you.
By understanding these three types of landlords and how to reach them, you can build an effective property management marketing strategy and generate more property management clients. With the right approach, you’ll be able to acquire more qualified leads and grow your business.
Good luck! If you have any questions about digital marketing for property managers, please contact us at Fourandhalf.