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. 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. The first thing you need to know is that there are three types of landlords out there:
Landlords Who Know They Need a Property Manager
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, which includes:
- The top four AdWords campaign results.
- The Google local 3-pack.
- and the ten organic listings.
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. Your stars show up on the Google Local 3-pack, so if you have the highest reputation out of those three companies, there’s a good chance that you’ll be that first call out of everyone on that front page.
You’ll also want to showcase your reviews on your website and your ads. It’s important for landlords to be able to gauge honest feedback that their peers leave for a business. If you have an immaculate 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.
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?
Facebook marketing is 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.
These are the three types of landlords, and you will benefit from knowing how to reach them and how to make it easy for them to find you. If you have any questions, please contact us at Fourandhalf.