Almost all small businesses now have an online presence, and for property managers, it should be no different.
In the last ten years, there has been a massive change in the way consumers shop and interact with local businesses. Market share has gone to those who have adapted quickly and companies have had to follow trends or lose themselves.
In order for your property management business to grow and prosper, you shouldn’t be ignorant of using the right content marketing strategies, even if you’re starting late in the game or just now starting a property management business.
With all the information they need at the click of a mouse, owners can easily search, compare services and make decisions online. The companies with the best content strategies are often the ones that find and win the prize: new customers!
Websites are like a digital store where homeowners will research their options before making the decision to hire a property manager. So it makes sense to have a solid content marketing plan, among other lead generation ideas like the ones listed here, so your customers can see what you have to offer, research your services, and make decisions based on the information that you provide.
Here’s how you can attract more customers and grow your business using content the right way:
1.Understand the purpose of a content strategy and set goals
The purpose of content is to inform, persuade, and educate a specific group of people. This means you need to understand who you are trying to reach (landlords and tenants in your local market). Your goal is to persuade them to take action and choose your company over the competition. To do this, you need a content strategy that delivers value to them and guides them through the decision-making and action process.
When you know who your audience is, you need to identify your marketing goals. This is an important step because unless you know what your goals are, your content won’t hit the mark. Your goals will be specific to your business but could include things like using content marketing to grow your email list, provide value to your existing customers, or reach new potential customers.
You will have leads in different parts of the marketing funnel at any given time, and each of them will be looking for different types of content that you must create to attract them, such as:
1.The Initial Stages of Research – Homeowners or investors seek answers to questions about what a property manager does and other questions about specific details and services. You can attract these search engines by creating content with answers to common questions like tenant screening, evictions, and other services you offer.
2.The Decision Stage: Homeowners who are ready to hire a business and are now looking to compare company prices, online reviews, and what services are included in their property management plans. You can attract these owners by creating detailed information about property management in your city, creating detailed pricing and service plan pages, displaying their positive reviews online, etc.
2.Provide real value to your content
Good content always adds value to the end-user. Unique content that meets a need, answers questions or provides guidance helps establish your property management business as a trusted and credible source of information in the local market. This is the first step in building a relationship that can lead to a future client. If your business is the place to go when someone wants information, they are more likely to choose you as the place to go when they are ready to sign up for rental management services.
You should plan to create quality content on a regular basis. Post it regularly but not so often that it becomes annoying. You will turn down your customers if you post too often. Also, if you need to choose between posting poor quality content more often or posting better content less often, choose the latter option.
3.Solid local SEO strategies
Search engine optimization (SEO) has been a hot topic for a long time as companies try to keep up with changes in the industry and search engines. But a solid local SEO strategy is honest with no tricks, tricks, or ways to beat the system. Providing good quality content with specific keywords that match your business is still the best long-term strategy. How you use your keywords is also important, as search engines will penalize you if you use them too often or abnormally within your content.
Don’t forget about the end-user in your search for an excellent SEO result. Your content should be user friendly and offer value to your audience. A good strategy is to first create content that is relevant and useful and provides a call to action. You can optimize it for specific keywords later.
You should also make sure to increase your business exposure locally by creating business profiles and listings in popular places like Google My Business, Yelp, Bing, and then working to optimize your listings over time.
4.Access social media channels
Social networks play a very important role in a content strategy, but not all channels are the same. Some will suit your business better than others. It also depends on where the owners or investors of your target property are located – there is no point using Snapchat if your audience is more professional and prefers LinkedIn, for example. Try a few different platforms and see which one works best. You will soon have an idea of where you should be spending most of your time and concentration on social media.
5.Email marketing
Email marketing is a long-term proposition, as it takes time to earn your customers’ trust and build a list. But as every marketer will tell you, it is well worth the time and effort. Your email list will be your most valuable customers. They have already accepted your message and trust your business, for one reason or another. Now, you just have to persuade them to take the next step. You can use an email list to provide value in the form of a newsletter, share your content, or stay in touch about upcoming promotions or trends in the local rental market.
6.Evaluate your success and metrics
It sounds like basic advice, but it’s easy to think long and hard about creating content without checking its performance over time. An easy way to do this is to run the same check at the same time each week or month to get a reliable picture of what is happening.
By connecting your website to tools like Google Search Console and Google Analytics, you will be able to monitor the most important statistics such as search rankings, search views, clicks, and duration of website visits so you can understand what works and what doesn’t. This will help you adjust your focus and spend more time on the type of content that is working, or even improve the best content that is working well.
By paying attention to these content marketing strategies and implementing them in the best possible way, you will be able to use them to grow your business and see results that will be worth the effort it takes.
