Using AdWords to Attract Valid Owner Leads

Using AdWords to Attract Valid Owner Leads: Five Things Property Managers Need To Know

We hope you had a wonderful holiday, and we also hope you’re ready to get back to the grind so you can catch more owner leads.

Have you considered using an AdWords campaign as part of your marketing plans in 2019?

AdWords is a great way to start generating owner leads, especially if you’re not ranking high in Google searches organically or locally. There are five key components you must grasp if you’re going to run a successful AdWords campaign.

Here they are.

Content Is the Gift that Keeps on Giving

Your content must be targeted to the specific owners or investors you want to attract. When you include content in your AdWords campaign, make sure there’s an enticing hook so owners are compelled to click on your ad. Once they click, you want to have multiple Calls to Action (CTAs) throughout the ad and strong value propositions that differentiate your property management company from your competitors.

You also need a good ad extension. Your ad extension can help with your Google quality score. Include highlights about your company, and keep it simple so you don’t lose your prospect.

Monitor Keywords for Owner Clicks

Monitor your keyword list on a daily basis. The goal is to analyze those keywords for any that are getting the most clicks. As you’re checking keywords, determine if those are owner leads or leads that you don’t necessarily need, such as vendors or tenants.

Once you pick out the keywords that are getting the most clicks, make a negative keyword list. Keep that list consistently updated so you’re optimized fully for valid owner leads.

Create a Call Tracking Number

When you have a call tracking number associated with your AdWords campaign, it will help you track how successful your campaign is. It also lets you know who is calling from your ad.

With your call tracking number in place, have your Business Development Manager (BDM) save it as a new lead or an AdWords lead so that when the caller ID pops up, someone answers that phone as soon as possible. Owners are shopping around for professional property management services, and they’re talking to multiple companies.

Don’t be one of the companies they can’t reach.

Make sure your BDM is trained and responsive. Answering the call on the second or third ring is ideal. This tells the lead you’re a responsive company. If you don’t pick up, they might not call you back.

All About Landing Pages

Debates still rage about whether you should use a landing page or just direct AdWords traffic to your website. We recommend landing pages because they help with ROI. Landing pages are value-driven and serve a single purpose. This is a single-focus website with no distractions.

Using a landing page will help you reduce your website’s bounce rate. There aren’t any other links they can jump off to visit. You don’t want a prospect getting lost on your site and exploring other pages. They might leave without providing you with their contact information.

The main purpose of a landing page is to convert leads. That’s all. When Fourandhalf creates a landing page, we give prospects two choices. They can fill out the form we provide, or they can call the number we provide to speak with someone right away.

The lead is always captured.

Choosing a Budget for Your Market

One of the questions we get most often is about budgeting. The amount you spend will depend on your market. Google takes your monthly budget and converts it into a daily budget. So, you need to have sufficient funds to get through the 30+ days in a month. If you have insufficient funds in your budget, you risk exhausting that budget early in the day, handing your competition the leverage they want to get more visibility with your potential leads.

Choosing a budget is complicated, so let us know if we can help you. We’ve run many AdWords campaigns in multiple markets with a wide range of budgets, so we have some insight on this topic.

Finally, we want to remind you that we’re Google-certified partners with several years of experience managing successful AdWords campaigns. If you want to start getting more owner leads this way, talk to us at Fourandhalf. We can help you figure out if this is a potential marketing win for you.

Theresa Barnes

About Theresa Barnes

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Annual Contract Value: $0
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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)


Experienced a 183% increase in website owner leads compared to previous site

“I love our OnePartner website and have seen a significant increase in engagement with our prospective clients. The leads are better quality and higher quantity which allows our business development manager to close more contracts.”

                            – Jock McNeill, Owner of Alliance Property Management


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– Danielle Miner, Owner Oak Trust Property Management


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Experienced a 190% increase in website owner leads compared to previous site

“We are only a few months in and the decision to switch to the OnePartner platform is already paying dividends. Our inbound leads have significantly increased and perhaps more importantly, we can now actually measure the effectiveness of our campaigns and 3rd party ads. I highly recommend the OnePartner team.”

                    – Andy Moore, Owner of Gulf Coast Property Management


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Alex Osenenko
President and CEO

Alex’s professional mission in life is to help small businesses grow and thrive. He is the President and CEO of and is serving his 5th year on the Board of Directors for CALNARPM.

After spending 9 years in the trenches with his property management clients, Alex draws on his experience to host “The Property Management Show” Podcast and co-authors a weekly Property Management Blog on Alex has extensive experience speaking for various NARPM events at the local, state, regional and national level.

Alex is a graduate of San Francisco State University with an Electronic Commerce Systems Degree. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex serves on the Board of Directors of CALNARPM (California Chapter of National Association of Residential Property Managers) and hosts a Podcast “The Property Management Show“, available on iTunes.


John Bykowski
Chief Operating Officer

After graduating from the University of Michigan with a film degree, John proceeded to do everything but. During his career, John has specialized in operations and has developed processes for small companies in diverse industries, such as bleeding-edge marketing technology, social networking, trade shows and exhibitions, and cloud software. John and Alex had worked together previously, and when he needed someone to help take Fourandhalf to the next level and beyond, Alex brought in John as his first employee, and later, business partner.

In addition, now that he’s using his film school know-how to help property managers look their best in their blogs, his mom no longer feels his degree was a complete waste of time.

Danny Morris
Director of Account Management

Born in Australia and growing up in Israel, Danny has spent a lot of time traveling the world between those two places. After completing his military service in Israel, Danny began following his biggest passion, writing, which he discovered while backpacking South America and publishing his first book.

When it was time to unpack, he returned to Australia to complete his Journalism studies amongst the beaches of sunny Perth. Danny is a huge online fan and after working in a number of related jobs, he finally gets to combine his two favorite things, working with media and people.

Marina Osenenko
Product Manager

Marina draws upon her real estate, business operations and customer service expertise for Fourandhalf. Her favorite part of being with Fourandhalf is the opportunity she has to really get to know our clients, build professional customer relationships and truly be part of a team that assists in their success.

Her time away from work is happily spent watching her children grow up and attempting to keep up with them! Any spare moments beyond nurturing her children are filled with hiking, spending time with friends, exploring the Bay Area and squeezing in a non G-rated movie every now and then.

Marie Liamzon
Product and Marketing Manager

Before joining Fourandhalf, Marie worked for one of the largest banks in the world. She took on different roles, but couldn’t find what she was looking for. She pursued a variety of side projects until she finally decided it was time for a career change.

Marie is very passionate about helping people and learning new things. In her spare time, you might catch her exploring new places and taking far too many pictures.

Kyle McLean
Customer Success

Born in San Diego County, Kyle McLean has since migrated to the Oakland woods. A fan of tall trees and tall tales, he holds a bachelor’s degree from the creative writing program at the University of California, Riverside and is a licensed California Certified Shorthand Reporter.

After a few years as a freelance court reporter, Kyle has joined Fourandhalf for an opportunity in sales and digital marketing. In addition to reading and writing, his hobbies and interests include gardening, hiking, soccer, coffee brewing, and craft beers.

Karen Wyle
Account Management

Originally from the Philadelphia area, Karen moved eight times in seventeen years all over the East Coast and to the Midwest before settling here in Northern California six years ago. She is an alumna of Brandeis University with a BA in American Studies and earned a MBA in Marketing Management from Indiana University in Bloomington. Karen’s business career has been well-rounded, with experience including advertising, direct marketing, corporate retail, product management, new product development, and new customer generation. Beyond an office setting, she has been thrilled to volunteer her time giving back to the community with KPMG’s Family for Literacy, at her daughter’s school, and as a Girl Scout Troop Leader. Karen enjoys music, good food, traveling to new places, completing jigsaw puzzles, meeting people and making connections.

Karen became a part of Fourandhalf’s Account Management team in 2016, relaunching her marketing management career after a pause to raise her family. She is excited to rejoin the business world and to work with such a strong marketing management team.

Paige DeRuyter
Account Management

Paige graduated from Chico State University with a degree in Journalism. Her favorite part of working at Fourandhalf is helping clients create and produce educational blog content to grow their business. She is an avid sushi enthusiast who enjoys riding her bike and watching college football and in her free time.

Nissim Boozaglo
Web Hosting Support

After working as a Radioshack store manager, Nissim decided to change his career path and pursue his passion for music production by getting his B.A.S. from Expression College for the Digital Arts. Nissim has a beautiful 8-year-old girl and loves cooking delicious homemade food and going camping with her! At Fourandhalf, Nissim is responsible for the implementation of the clients’ Landing Pages and Google Adwords campaigns.

Theresa Barnes
Campaign Director

Theresa Barnes was born and raised in the Bay Area and graduated with her Bachelors Degree in Communications Studies at San Francisco State University. She worked in aviation at a private FBO for 3 years, and other industries, before joining the Fourandhalf team. She finds a balance between being a young mother, work, and living a healthy lifestyle outside of work by staying as active as possible. She is dedicated to customer satisfaction and having a great work ethic.

Brittany Stephens
Campaign Director

Brittany recently moved to the Bay area after graduating from California State University Chico with a degree in Business Marketing. She is known for her excellent communication, customer service skills, and shameless nerdyness. Her passions include: music, tabasco, Lord of the Rings, and the Golden State Warriors.

Logan Jones
Business Development

After graduating from CSU Chico with a Degree in Business Marketing, Logan moved back to the East Bay and pursued a career in sales. With an attention to detail and a relentless drive, he strives to improve himself and his passions each day. When not at work Logan enjoys playing guitar and writing songs, and occasionally performing around the Bay Area. He is an avid sports fan keeping up with everything SF Giants, 49ers, Cal Bears, and Golden State Warriors.

Hope Lumbley
Account Management

Hope recently moved to the Bay Area after graduating from Chico State University with a degree in Journalism. She is coffee crazed, dog obsessed and hopes to visit all National Parks. One of the greatest times in her life was when she lived abroad in Costa Rica and hopes to travel more of Central America in the future. She feels blessed to work for a company who supports her love for travel and the need to learn more about what the world has to offer.

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