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What is Referral Marketing and How Can You Use it to Grow Your Property Management Business?

By Jessica Galeano

What is Referral Marketing and How Can You Use it to Grow Your Property Management Business.pngWhat’s the most powerful way to get your property management brand noticed? The answer is referral marketing, also known as word-of-mouth. The fact is, people trust recommendations from other individuals – even strangers – much more than they do ads or other marketing campaigns. To that end, a good portion of your marketing strategy should be to generate an authentic buzz around your brand and services. But how, exactly, does one do that? Here are a few tips to point you in the right direction.

Focus on being the best that you can be

You’re not the only property management company in town, right? Yet, you’ve managed to carve out a niche for yourself. Why? Chances are, it’s because you’ve found a way to deliver something special in your services, whether it’s your exceptional customer support, your unique or value-added service offering or something else. Whatever it is – focusing on this “it” factor can be the key to getting people talking about your company. The more you satisfy your clientele, the more likely they’ll be to spread the word.

Make personal connections

Want to really “wow” your clients? Remember their birthdays or anniversaries. Get to know their kids’ names and what hobbies they enjoy. These little personal connections really solidify your customers’ relationship with your property management brand and foster loyalty. That loyalty is then naturally translated into word-of-mouth marketing. Simply put, when you remember your customers, they’ll remember you when the time comes.

Know how to handle unhappy clients

Try as you might, there will always be someone who is simply not satisfied with some aspect of your services. How you respond to these situations may mean the difference between losing a customer and gaining a loyal brand advocate. Think about it. If you are quick to jump in and do whatever it takes to resolve an issue, how much more likely will it be that the client you’ve gone to bats for will not only choose to stay with your company, but also let others know how much you care about your clientele?

Be proactive

Let your sales team know that when they’re on the phone with a happy client, it’s a great time to ask for a referral or review. It’s as simple as saying, “I’m so glad you’re pleased with our services. Would you mind taking a few moments to share your good experience with others?” Studies indicate that more often than not, the answer to this question is a resounding “Yes!”

Make spreading the word easy and worthwhile

Finally, if you want people to tell others about how awesome your property management company is, make it as easy as possible for them to do so. Include links to your reviews pages in all of your communications and make your content shareable. You may even want to incentivize your current clients to share the love by offering a referral bonus. Even something as simple as conducting a monthly drawing for a free gift card to a local coffee shop might be enough to get people talking about your company.

Without question, referral marketing is one of the most powerful tools you can have in your arsenal. Investing the time, money and effort into exceeding your clients’ expectations will give them plenty of reasons to spread the word, which will increase your brand exposure and help you achieve steady growth.


Tagged Property Management, Marketing, Business Growth

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