One of the most powerful and effective marketing tools at your disposal as a property manager is a community newsletter. These documents, particularly those that are distributed electronically, can keep you connected with your current residents and may even help you land new leads – but only if you do it right. Here are a few pointers to help position your property management newsletters for success.
Remember the “news” part
One of the most critical components of a newsletter – especially one that is targeting tenants of a property – is a news, events and updates section. Let your audience know what’s going on in their community and share important information, like upcoming renovations or even safety tips.
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Promote early rent payment
A while back we shared some tips for reducing rental payment delinquency. Some of these tips included offering various payment options as well as incentives for early payment. If you’ve put any of these tips in place, your newsletter is a great tool for getting the word out.
Include seasonal topics when applicable
Depending on how often you send out your newsletter, at least a portion of them can include information about the latest seasonal activities. For instance, if you’re located in an area that gets a lot of snow, sharing the best places to sled in the area is a fun way to keep tenants informed.
Share fun facts and tidbits
Do some homework and gather up some funny or interesting information related to the area in which your property is located, like noteworthy historical facts. Keep it lighthearted and fun.
Partner with other community groups. Share some of the happenings in your local area (and ask your partners to do the same for you in their own newsletters). Let your tenants know about different upcoming events and volunteer opportunities so that they can get involved.
Remind tenants about policies
Newsletters should be mostly fun and entertaining, but it’s ok to include important reminders once and a while, when warranted. For instance, if there’s been an increase in complaints about parking problems recently, address the situation by sharing the rules in your newsletter as a friendly reminder.
Get your tenants involved and engaged by hosting a contest, either monthly, quarterly or once a year. There are virtually endless possibilities, but to get you thinking, try posting a trivia question and randomly select a winner from the correct responses. Or, do a seasonal theme, like a pumpkin carving contest where tenants and their friends can vote for their favorites on Facebook.
Of course, this is just the tip of the iceberg when it comes to designing a newsletter. The sky is the limit. Just remember to keep the tone light and balance serious items with fun and engaging content, and use only bite-sized blurbs. Do this and you’ll be well on your way to becoming a newsletter master in no time!
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