15 Proven Property Management Marketing Ideas To Grow Your Business Now
Want to grow your property management company?
The property management industry in America has exploded in recent years, and to get a share of all of this new growth, property management companies need to have a focus that will keep them ahead of the curve and get them in front of their ideal prospective clients.
Long gone are the days of yellow page advertising, radio advertising, and TV commercials. Property managers in 2020 and beyond need a marketing strategy that is up with the times, and most importantly converts prospects into clients.
That's where digital marketing comes in.
Getting started, this can all seem daunting and over your head. But, if you want to succeed and grow as a property management business, you simply can't ignore what's working.
Without a marketing plan, you'll need a whole lot of luck.
But with the right strategies, you have the chance to stand out to potential property owners, get more leads, and increase your revenue for months and years to come.
It doesn't always require a large marketing campaign budget either. There are different types of property owner leads, and some are cheaper to attract than others.
In this article, we are going to share 15 specific and proven property management marketing ideas you could start implementing today, some of them even being free.
The key is to work on these marketing strategies with a real focus and determination because a lot of older property management companies are just old-school and ignoring this stuff.
This leaves you with a golden opportunity to outsmart and outwork them. If you can do all of these (or even just some) successfully, your competitors will be trying to catch up with you.
So, let's get into these 15 marketing strategies you can start using today
How to market your property management company
[Don't want to read? Watch the video version instead]
#1. Develop a local keyword driven marketing plan
When we talk about "keywords", we are referring to the different words and phrases that local property owners are searching for on places like Google, Bing, YouTube, etc when they are trying to find a property management company.
Different property owners in your city are searching online every month for a property management company to hire, and they are typing in these phrases (keywords) online. For example, "property management in san fransisco"
Maybe they are moving out of a home they own and decided to rent instead of sell. Maybe they already have a property manager but they are not happy with the service. The point is, people are looking online every month, and we want to find out what specific keyword they are searching for so we can setup our marketing plans.
We also want to know how many times these searches are happening each month so we know how many potential marketing opportunities there are, and which of them makes the most sense to target our campaign with.
Look at the keyword examples below we found using our favorite paid SEO tool, Ahrefs
You can also do keyword research yourself with google's free keyword planner tool.
These keywords are going to be used as the base of your website content, and for any PPC (pay-per-click) marketing you do, which we will talk about later on down this list.
Having the right keywords is really important for your company's marketing plan and will set up your campaign for success in the long run. These keywords will make your content both more relevant and stronger, increasing your SEO and chances you will be found online for local searches related to these keywords, if done correctly.
#2. Local marketing and competitor research
The next thing you should do is take a look at the most successful companies in your market and see what they are already doing well with their own property management marketing. This local competitor research allows you to see what works and what doesn't.
No need to spend all that time and money doing trial and error. Chances are, some of your competitors have already gone through that, and you just have to see what marketing tactics work the best and hit the ground running!
Type one of your keywords into a google search
Are any competitors running ads at the top?
Who is in the local "map pack"? What are their ratings and how many reviews?
Who are the top 5 organic results? How effective are their websites?
What type of properties/property owners are they targeting?
Google ad (PPC)
Now you have a pulse on the local market, and you understand more about what your top competitors are doing with their marketing efforts and content.
#3. Create a content marketing plan for your website
You know your local property search keywords and you've seen what some of your successful competitors are doing online to be visible.
Now it's time to out-do them with the content marketing, and surge above them.
In order to do this, you are going to want to create a lot of in-depth, unique, intriguing, and informative content that is based on the local keywords your target audience is searching for on a monthly basis.
Tips for creating good content that will get you found on search engines:
Answer real questions property owners have with helpful info
Focus on your target audience and your keywords
Provide real value, give people helpful info they can actually use (like in this article)
Go long - Longer, descriptive content is loved by search engines
Creating the right content and doing it the right way is absolutely critical. This is a major foundation or your marketing campaign and you can't afford to do it wrong.
#4. Get your content published and/or mentioned by popular sources
Creating great content is super important, but if it can't be seen by others, what is the point, right?
To increase the popularity and authority of your content and brand, you'll need to get your content referenced by more popular sources. This is going to surge the trust and authority of your brand and your website in the algorithms of search engines.
Get your content referenced and linked to by:
Sharing your content on social networks
Reaching out to popular real estate websites and writers
Guest post on other sites related to property management
#5. Get referenced on your vendors/partners websites
Leverage your current relationships with vendors or partner companies to get your brand mentioned and linked on their website.
You'll further increase your brand authority and trust, and the content you create on your website will be favored by search engines over your competitors.
Ask to be featured on your vendors "helpful resources" section
Offer to write a blog post or article for the vendor or partner
These are existing relationships that you should leverage to surge your authority.
#6. In-Depth "On-Site" Search Engine Optimization (SEO)
To make sure that your website pages and content can be found on google by your prospective clients when they are searching for your targeted keywords, you have to fully optimize it in the language of search engine algorithms. If you don't, no one will be able to find you.
It's called "on-site SEO" because it's referring to the technical optimization of each website page.
To make sure Google and other search engines understand the topical relevancy of your website page and what it should appear for on google searches, optimize the following areas by placing your target keywords on the page in the following places:
- Page Titles
- Meta Descriptions
- H1-H6 Heading Tags
- Image Alt Tag Descriptions
If you do this, search engines will understand what that page is about, and it will increase the chances of that page showing up in online searches for those related keywords.
Be cautious to not over-do it by putting your keyword on the page too much. This is known as "keyword stuffing" and google will penalize your website because of this. Keywords should appear naturally and should fit well in the content.
A good rule of thumb would be 1-3% keyword density, stick to that and you should be safe.
#7. In-Depth "Off-Site" Search Engine Optimization (Link Building)
After you have created some great content for your marketing campaign and it's been fully "on-site" optimized, you have to boost it's authority, trust, and popularity for google and other search engines to want to rank it higher.
We already talked a little bit about this in steps 4-5.
The main way to do this is by getting other websites to link to your website. These are called "backlinks".
Backlinks are powerful and absolutely essential for higher rankings, but this is a sensitive topic. If you get the wrong type of links, you will be penalized by Google's algorithm, and your websites rankings and traffic will decrease, and you don't want that.
This can happen because google knows people are trying to manipulate the system by creating low-quality links that are unnatural and spammy. They had to counteract this by updating their algorithm to penalize websites who have backlinks that seem manipulative.
This is why it's critical to get this right, and sometimes it's better to have professionals do it.
So, how do you get backlinks that are higher quality?
- Create amazing, in depth content that people love and want to reference (link to)
- Tell other website owners, writers, and editors about your content
- Share your website and content on social media
- Write relevant articles for websites who will allow you to place a source link
Play it safe, play it smart, and focus on quality content and building relationships!
#8. Plan and/or optimize for anchor text ratios
Um, what in the world is "anchor text"?
We just talked about backlinks, and anchor text is the literal text of the hyperlink that is linking to your website.
"property manager in California" is the anchor text of this link
Why does anchor text matter?
When a backlink exists, the more relevant the anchor text is to your brand, keywords, and services, the more it helps you rank higher for those same words (in general).
You are essentially getting a boost of trust and authority for any phrase within the anchor text of backlinks that point to your site.
BUT... and this is a big but, you don't want to have too many links with your target keywords as the anchor text.
The majority of your anchor texts should be your brand name or naked URL.
Here is a good rule of thumb to follow on anchor text ratios:
60%+ of your anchor text is branded (e.g. your company name or URL)
20% - 30% of your anchor text is generic (e.g. click here, our website, more info, contact us)
5 -10% of your anchor text focuses on your target keywords (e.g. property management seattle)
#9. Maximize your Google Business Listing
Remember when we were looking at local competitors in step 2 and we were checking the businesses in the local "map pack" section?
These are Google business listings, and they are 100% free to create and optimize. They often show up in the SERP's (search engine results page) and are a great marketing strategy for getting more property management leads.
Your Company Here!
When logged into your Google My Business Listing, optimize the following info, and make sure it matches up with the info on your website too!
Your Company Name
Area you service
List of Services
#10. Boost your rating and get more Google reviews
Now that you have your Google listing created and/or 100% optimized, you really want to make sure that your reviews and ratings stack up to other companies.
Better yet, try to have more reviews and a better rating than your competitors. This will make sure that anyone who sees your Google listing would be inclined to choose you over another property management company. This will help your marketing efforts pay off in a big way, and why getting reviews from happy owners and tenants is huge.
#11. Create more local business listings and citations
Other than your Google listing, there are actually hundreds of other local business listings and citation websites. Place like Yelp, Facebook, YellowPages, and hundreds more.
The more listings you have, the more visible your business will be. Pretty self explanatory.
But there are hidden benefits too.
The more listings and citations you create during your marketing campaigns, the better your Google My Business listing will rank for local searches! As long as your information like business name, address, and phone number (known as NAP) is consistent and accurate across all your listings, your Google listing will get a lot more exposure.
#12. Get reviews on these other business listings
To compound the effectiveness of your new business listings, try to get some reviews on them as well. The main focus should be reviews on Google, Facebook, Yelp, and YellowPages.
Google will often pick up these other platforms reviews and show them on your google business listing which further increases your trust and authority with potential Landlords. Again, we are all about stacking and compounding these property management marketing strategies.
#13. Make sure your website is stunning
It almost goes without saying that getting all this marketing exposure and traffic would be pointless if you were sending it to an old, out-dated, slow, boring website.
Your property management company website should be acting as a 24/7 salesman for your company, generating property management leads on auto-pilot.
Your website design should be intriguing, fast loading, intuitive, and captivating.
You have one shot to gain trust and build confidence in the person who just came to your website to check out your company. Don't blow it before they even have their foot in the door!
If you impress them and build that initial trust and confidence with them by showcasing your company as a cutting-edge leader, you are halfway to having them sign up as new client before they even fill out the form on your site or call you.
#14. Have active social media profiles
It never hurts to have all your marketing strategies covered, and optimizing your social profiles is one that you shouldn't overlook.
Although people aren't typically searching on social media for a property management company to hire, people may look into your social media profiles for more info and to get a better feel about your brand and online presence.
Share some of your vacant properties for rent, share your website blogs and articles, and post when you get featured on another website too!
#15. Run Pay-Per-Click Advertisements on Google (Google ads)
Google text ads are pay-per-click, so you only pay when someone clicks on your ad, which takes them to your website (whatever landing page you setup in the ad).
These Google Ads are a great boost of traffic and leads that can be setup and start running instantly. They are like a shot of adrenaline to your property management marketing strategies that can be turned on and off with a simple click.
The only downside to PPC is that once you stop paying, leads stop coming in.
Think of PPC as a short term strategy you can turn on and off, while SEO and content marketing are long term strategies with lasting lead generation results.
Bonus Strategy for Better Conversions: Video Marketing
To increase your ability to build trust and confidence with your potential clients, try to create some personalized videos that will help you position yourself as an authority and create a stronger connection with potential property owners.
It's not even required that you create expensive or super professional looking marketing videos, although it doesn't hurt. Just aim to create the best looking videos you can within your budget and resources.
For example: on your home page of your website you might have a video with the owner of your company introducing themselves and your company, and a brief overview of your services and the benefits of working with your property management company. All you have to do is record the video, do any simple editing, add your logo, maybe some soft upbeat background music, and upload the video to Youtube. Then just embedd it on your homepage of your website.
Or if you have the budget, hire a local videographer to do it for you. Either way, you will build more trust by including video marketing to your arsenal, and convert more leads.
That's a Quick Dive into Property Management Marketing
These property management marketing ideas will put you on a track to success if you really dive in and implement them.
Some of them may seem simple to you, some may seem more complicated. Focus on the ones you can and get help on the ones that may require a professional approach.
If you have any questions or need help with these marketing ideas and strategies, contact Goodjuju and we will be happy to point you in the right direction!
Our Marketing Gets Real Results
Hear from some of our clients
Hear from our client Seth with Five Seasons Property Management in Vermont and how Goodjuju helped them totally transform their online presence and google traffic in a few short months.
Hear from our client Ryan with Lubin Property Management in Memphis and how Goodjuju has helped them get more exposure, leads, and growth in just 6 months with Goodjuju.
Charles from Valiant Realty and Property Management explains how we have put his company on the map and helped him set his company up for more leads and growth
Been working with Landon almost a year now and we went from a brand new PM startup to pretty much dominating search results in our market in about 6 months time, would definitely recommend!
Landon is the best to work with. Very honest and on top of things. Seeing great results from our SEO efforts and his web design.
From the very beginnings I was very impressed with Landon and what Goodjuju brings to the table. As a new start up, we knew it was going to take time to catch traction and get the attention of the public to fuel growth for the business. I was pleased at how QUICKLY this could be accomplished through the proven methods that Landon uses. It was great to be able to actually see and measure the results we were paying for to see our name rank higher and higher each month with his tools and processes. He has been a pleasure to work with and I would highly recommend using his services!
Landon, has produced some good results for my company. I was on page 33 of google and he got me to page 1 in about 3 months. I am finally on the map and received some good leads because of it.
We have been using Landon and Goodjuju for our Property Management SEO for the last several months. Our rankings have gone up significantly since that time. Landon responds promptly to any communication that we have.
We have been working with Goodjuju for about 4 months and we have seen a steady increase on Googles rankings. They are consistent in their communication and have done a great job so far
I am not well versed in SEO or online marketing but Landon’s initial presentation was stellar to say the least. He explained in detail what he could do, would do and has done so far for my company. We are a smaller firm so we were hidden from google, several clicks from the 1st page. Goodjuju has changed that & our business is growing at a substantial rate. 100% recommend.
Landon and Goodjuju have been an instrumental and integral part of our direct online marketing efforts. His laser focus and knowledge of the property management industry has directly contributed to an increase in online quality leads. Very timely in communicating & extremely knowledgeable in all aspects of SEO for Property Management Companies.
In just 4 months Landon raised us from 11th on google to 3rd. I honestly was not expecting such quick results am and thrilled. On top of real results, Landon has been great to work with. He communicates very clearly, and provides an update each month on what he is working on along with valuable data on our current search results. I would highly recommend working with Goodjuju.
Great company that has helped my rankings on Google for multiple different companies! Highly recommend!
Landon has really helped us improve our web presence.