The property management scene keeps shifting, and staying ahead can feel daunting when you’re juggling tenant requests, maintenance emergencies, and endless paperwork. But growing your business doesn’t mean you have to burn out. You can gain new property management clients by implementing a few new and traditional marketing practices.
This guide cuts to the chase to help you expand your property management business.
You’ll discover:
- Online marketing tricks that bring in top-notch leads while you rest
- Tech tools that save time and help you grow
- Key partnerships that bring in steady referrals
- Ways to shine in your market and charge top-dollar
- Methods to give great service while keeping costs down
Let’s check out these tested ways to draw in high-quality clients while giving great service to your current ones.
Build a Strong Online Presence
Make a professional website to attract property management clients
Your website acts as your digital shop front and needs to create a good first impression and serve as your round-the-clock business card. A well-designed site that’s easy to use helps visitors find what they need while gaining trust in your services. You should show your value through detailed descriptions of your services and info about where you work. Adding client reviews and success stories offers social proof and builds trust with potential clients.
Property listings and virtual tours show potential clients your portfolio and how well you manage properties. Well-made contact forms and ways to get leads make it easy for people to reach out while helping you grow your contact list. A website that works on phones and computers is key since more folks look at sites on their phones and tablets these days.
Optimize for local SEO
Local search engine optimization plays a key role in drawing property owners near you. 46% of all Google searches have local intent, which means almost half of all searches aim to find local businesses or services. This shows a big chance for property management firms to get leads through local search optimization. Setting up and fine-tuning your Google My Business profile helps you show up in local search results and Google Maps. Businesses that have claimed their Google My Business listing get 7 times more clicks than those that haven’t.
Using location-specific keywords throughout your website content influences search engines’ understanding of your service area and how it relates to local searches. Getting backlinks from local business partners and directories strengthens your local search authority. Keeping your NAP (Name, Address, Phone) information the same across all online platforms helps search engines check your business details. Asking for and answering online reviews improves local SEO and builds trust with potential clients.
Leverage social media
A robust social media profile enables you to reach potential customers where they hang out. You establish yourself as an industry guru by posting useful information about property management and real estate shifts. Frequent updates featuring property listings and virtual walkthroughs highlight your portfolio and skills. Engaging with your audience through comments and conversations creates a sense of community and builds trust. Focused ads help you connect with property owners who fit your ideal customer profile. Getting involved in local real estate groups grows your network and allows you to show off your know-how.
Put Effective Marketing Strategies into Action
Content marketing
Content marketing shows your know-how and gives potential clients something valuable. Blog posts about property management tips help teach property owners while showing what you know. Educational videos about what landlords need to do build trust and highlight your expertise. Regular email newsletters with market updates keep you in the minds of prospects and clients. Free resources and guides for property owners help get leads while giving something valuable. Case studies showing your wins prove real-world results and make people more confident in your services.
Video marketing
Video content has a stronger impact on potential clients than text by itself. Property walkthrough videos allow owners to see your property management approach and eye for detail. Maintenance tips and tutorials show your hands-on knowledge and dedication to keeping properties in good shape. Videos of client testimonials offer compelling evidence from happy customers. Market update videos establish you as a local real estate expert. Behind-the-scenes glimpses of your property management process help build trust through openness.
Email Marketing
Email marketing helps to nurture leads and maintain relationships with existing clients. Lead magnets that offer value encourage website visitors to join your email list. Newsletters sent out keep subscribers informed and engaged with your brand. Updates about the market and news from the industry show your expertise and provide value. In addition, tips on property management help to educate owners while showing off your knowledge. Stories of success highlight your achievements and build confidence in your services.
Build Strategic Partnerships
Network with real estate professionals
Forming connections with related professionals leads to a strong network for referrals. Real estate agents who focus on investment properties can turn into key allies sending clients your way who need someone to manage their bought properties. Lawyers specializing in real estate can direct clients to you who require management for properties tied up in legal issues or estate plans. Home inspectors often deal with property owners in need of ongoing management and can become great sources of referrals. Maintenance workers who serve multiple property owners can suggest your services to their customers. Insurance agents who work with landlords and property investors are in a prime spot to send clients your way who need professional management help.
Join professional organizations
Getting involved in industry groups grows your network and expands what you know. Joining the National Association of Residential Property Managers (NARPM) gives you access to learning resources and chances to network and boosts your credibility with potential clients. Local real estate investor groups connect you with property owners who need management help. Becoming a Chamber of Commerce member links you to local business owners and community leaders who might own or know people with investment properties. Business networking groups offer regular chances to share what you know and build relationships with potential clients and referral partners. Property management associations provide industry-specific training and opportunities to network.
Optimize Your Service Offerings
Streamline operations
Smooth operations show you’re professional and can handle properties well. Up-to-date property management software makes tasks easier and lets your property management clients see property info right away. Online payment systems make collecting and giving out rent easy and handy for everyone involved. Systems that track repair requests make sure property issues get fixed and keep owners and tenants in the loop. However, regular checks on properties keep owners’ investments safe and spot possible problems before they get big. Clear ways to talk, keep everyone informed and build trust with owners.
Provide exceptional customer service
Great service leads to word-of-mouth recommendations and property management clients who stick around. When you answer questions quickly, it shows potential customers they can count on you to pay attention to what they need. Being open about how properties are doing and what you’re doing to manage them helps build trust. Giving owners detailed reports keeps them in the loop about how their investment is holding up and performing. Checking on properties shows you’re on top of keeping them in good shape. Offering help around the clock gives property owners peace of mind about their investments.
Tools to improve customer service
Using Showami’s showing agents ensures that potential renters can always view available rentals. Showami offers a complete platform that makes property management easier by linking managers with licensed real estate agents for on-demand showing services. Showami works in all 50 states, letting property managers hire out showings, open houses, and move-in/move-out reports without needing to employ more full-time staff.
The platform has a flexible pay-per-showing pricing system where managers can choose their rates based on time and place. A standout feature is Showami’s open house option, which allows many possible tenants to see properties during set times, all handled by a licensed pro.
The easy-to-use platform brings together all showing tasks in one spot, from submitting requests to talking with agents. This saves property managers time and cuts down on trips between properties while keeping service top-notch. Because all showing agents have licenses, property managers can be sure their properties will be shown in a professional way.
With these offerings, Showami helps property managers boost productivity by cutting down on work and improving service quality for both property owners and possible renters. The platform’s straightforward approach lets managers zero in on other key parts of their business while making sure property showing services are reliable.
Generate Referrals
Put a referral program into action
A well-organized referral program motivates partners and property management clients to endorse your services. Giving referral bonuses offers monetary rewards to partners who bring new business to your company. Sharing commissions with real estate agents creates mutual advantages and promotes continued endorsements. Programs that partner with complementary service providers establish formal referral networks. Honoring top referral sources through prizes or exclusive benefits promotes ongoing recommendations. To simplify the referral process, provide clear documentation and quick follow-up, which boosts involvement.
Nurture existing client relationships
Happy property management clients turn into your biggest fans and sources of new business. Checking in and keeping them posted shows you’re committed to making their property thrive. Reports on how the property is doing give solid proof of your worth as a manager. Updates on market trends help owners see where their property stands. Remembering holidays and special days builds personal ties with clients. Events to show your appreciation for property management clients give you chances to build stronger relationships and encourage them to spread the word.
Leverage Technology
Use property management software
New software tools boost productivity and make clients happy. Online systems to collect rent make money management easier and help tenants. Tracking maintenance requests ensures quick responses to property problems and clear talks. Financial reports give owners clear insights into how their property is doing. Systems to manage documents keep all property info organized and easy to find. Tools to screen tenants help find good renters and lower risk.
Let’s look at three popular property management software options: Propertyware, Buildium, and AppFolio. Here’s a rundown of their main features and costs:
Propertyware
Pricing:
- Basic: $1 for each unit every month ($250 minimum monthly fee)
- Plus: $1.50 for each unit every month ($350 minimum monthly fee)
- Premium: $2 for each unit every month ($450 minimum monthly fee)
Main Features:
- Tools for accounting
- Screening of tenants
- Management of maintenance
- Solutions for marketing
- App for mobile leasing
- Payments through electronic means
- Portals for owners and tenants
- Options to customize
- Two-way messaging via text (Plus and Premium plans)
- Signing (Plus and Premium plans)
- Inspections (Plus and Premium plans)
- Portals for vendors (Premium plan only)
Buildium
Pricing:
- The cost begins at $45 each month (the search results don’t show exact per-unit prices)
Main Features:
- Collect rent online
- Handle maintenance requests
- Report finances
- Keep track of tenants and leases
- Provide owner portals
- Offer marketing tools
- Include accounting functions
AppFolio Property Manager
Pricing:
- The cost starts at $250 per month (the search results don’t give exact per-unit prices)
Main Features:
- Accept rent payments online
- Manage maintenance
- Do accounting and reporting
- Screen tenants
- Supply marketing tools
- Give owner portals
- Have a mobile app
Summary of the comparison
Propertyware provides the most in-depth pricing details and seems to have the most extensive set of features in its higher-tier plans. However, it is well-suited for bigger portfolios because of its cost-effective per-unit pricing for 250+ units. However, its high monthly minimum might make it less appealing to smaller property management firms.
Buildium has the cheapest starting price, which could make it more accessible for smaller property management businesses. AppFolio targets medium to large property management companies.
The three platforms provide essential property management functions, including accounting, maintenance oversight, and web-based portals. The ideal option will hinge on the property management firm’s unique requirements, the number of units overseen, and financial limitations.
Provide virtual services
Digital answers meet the expectations of today’s clients for ease and speed. Virtual property viewings help owners and potential renters save time while broadening your scope. Online forms make tenant screening faster and more effective. Digital lease signing simplifies paperwork for everyone involved. Remote payment choices give owners and tenants flexibility and ease. Video checks allow for quick property monitoring and exact record-keeping.
Target Niche Markets
Choose specific properties
Focusing on specific property types helps you build expertise and tailor your marketing. You need different skills and systems to manage single-family homes compared to other property types, which creates chances to specialize. You must know about building systems and how tenants interact to handle multi-family properties. For commercial properties, you should understand what business tenants need and what commercial leases require. To manage student housing, you need to know about school schedules and how to handle student tenants. Luxury rentals demand top-notch service and close attention to small details.
Target specific investors
Different types of investors have their own set of needs and ways they like to communicate. Investors from out of state need managers to act as their eyes and ears. New landlords can benefit from managers who can teach and guide them. Investors who are pros want detailed reports and metrics on how things are going. Property owners from other countries need managers who know how to handle cross-border deals and talks. Additionally, people who flip properties need managers who can take care of short-term rentals while renovations are happening.
Show Your Worth
Spotlight your know-how
Showing off your professional know-how builds trust with potential clients. Industry certifications give outside proof of your skills. Years in the business show you’re stable and successful. Market knowledge helps owners grasp local rental patterns and chances. Success numbers offer solid evidence of how well you manage. Client feedback gives social proof that your service is top-notch.
Share success stories about property management clients
Real-life examples show how well you solve problems. Cases where you cut down on empty units prove you can keep rental income steady. Projects that make properties better show you can boost their value. Ways you’ve saved money show you’re committed to getting the best returns. Bumping up rental rates shows you know the market and can negotiate. Examples of fixing tough issues highlight your skill in handling challenges.
Measure and Adjust
Track key metrics
Making decisions based on data leads to better outcomes as time passes. Looking at how many leads turn into customers helps make marketing and sales work better. Keeping track of how many clients stay with you shows how good your service is and if they’re happy. Numbers about how properties do prove you manage them well. How fast you respond shows clients you care about serving them. Scores on how satisfied property management clients are point to ways to make your service better.
Keep getting better
Checking how things are going and tweaking them helps your business grow more. You should look at your marketing plans and change them based on what’s working. What you offer needs to change as the market and what clients want shifts. You can always make your day-to-day work smoother by fixing how you do things. How you talk to your property management clients should fit with how they like to communicate now. You need to use new tech as it comes out in your field.
Conclusion
To grow your property management leads, you need to use a mix of online marketing, building connections, and giving top-notch service. As a result of putting these plans into action and keeping an eye on how they’re doing, you can bring in new clients while keeping your current ones happy.
The trick is to stay flexible and react to market shifts, all while making sure you’re giving property owners what they need. By putting in steady work and using these methods, property managers can set up their businesses to keep growing over time.
Keep in mind that finding new leads is an ongoing job, not something you do once and forget. Look over and tweak your methods often based on what’s working, and always focus on building relationships that last instead of quick gains. If you stick with it and use the right approach, you can grow your property management business in 2024 and in the years to come.