When it comes to business growth, using just one marketing strategy won’t cut it. If you put all of your marketing eggs into one basket, you’ll end up only reaching the same prospects over and over again. This leaves a significant portion of the market untapped. Despite the fierce competition in the property management industry, the fact is, there are still plenty of golden opportunities to be had. It’s really just a matter of figuring out how to reach them. That said, let’s take a look at three simple but highly effective strategies that will help you land new business, expand and grow.
Optimize Your Website
We’ve said it time and time again: your website is like the virtual front door of your business. It’s where the majority of your prospects will learn about your property management company and what you have to offer. As such, it’s absolutely imperative that you use this tool to make a powerful, positive and lasting first impression. To do so, your site needs to be modern and purposeful. Investors and owners must be able to ascertain within the first few seconds that you are a professional company that is capable of solving their problems.
Think about it. If your website is outdated, cluttered or difficult to navigate, visitors will get the impression that your service is similarly poor. Instead, use your website to represent your high standards and convey clear, concise and compelling messages that will provide assurance and elicit confidence in your prospects. Include quality content that adds value and make sure anyone visiting your site can quickly find the information they need in order to take it to the next step.
Leverage Google AdWords
If you want to grow your business, Google AdWords should be part of your marketing plan. These ads remain one of the most effective ways to generate leads. They are especially important if your property management company website isn’t showing on the first page of Google for local searches. With that in mind, not all AdWords campaigns are created equal. A successful campaign should include the following:
- Compelling content with strong calls to action (CTA).
- Strategic keywords that are continuously monitored. (Don’t forget negative keywords!)
- Call tracking number to measure success.
- Powerful, relevant landing page to capture and convert leads.
- Appropriate budget.
Use Direct Mail
Last, but not least, are mailer campaigns. These days, it seems we get so caught up in the digital side of things that we often forget about the power of marketing through the mail. Despite the popularity of online marketing, direct mail is still a highly effective and budget-friendly way to reach prospects. Again, there are certain best practices that should be followed in order to achieve positive results.
- Use good data to compile a quality list.
- Determine the volume, frequency and schedule for mailings (i.e. seven or eight mailings per campaign sent bi-weekly, etc.)
- Identify and clearly convey your unique value proposition(s), focusing on only one issue per mailing.
- Create continuity and consistency across all of your marketing channels.
- Use a system to track results and measure ROI.
To grow your property management business, you must invest in solid marketing. More importantly, you need to diversify your approach. The three proven strategies above are an excellent place to start.