Cold calling is an important part of any business that deals in sales or customer relationships. However, there is something to be said about the success of having a selection of warm leads to work from.
If you’ve noticed changes in the property management market that are affecting your property owner clients and portfolio, you’re not alone. Property management companies face challenges at any time, but this has been especially true recently.
Warm leads are difficult to come by for many small businesses. A lack of a solid lead generating plan is one of the key reasons for the lack of leads. Luckily, there are tried-and-true methods for generating more high-quality leads that don’t require cold calling or mailing. Continue reading to learn more about these methods.
Cold vs. Warm Leads
Cold leads certainly have a place in a comprehensive marketing strategy, but they aren’t without their pitfalls. Because those on the other end of cold outreach have never contacted your business, showed interest in your services, or expected the call, they are more likely to react defensively when you reach out.
On the other hand, warm leads offer potential clients that have shown a desire to learn more about how your property management firm can help them solve their problems. These are basically prospects who have expressed an interest in knowing more about your business or service. They are far more valuable than cold leads, but they essentially consist of someone whose contact information has been gathered.
Optimizing Your Marketing Funnel For Warm Leads
If you haven’t heard of the term before, the concept of a marketing funnel is incredibly easy to grasp. A marketing funnel is a model that outlines how your company plans to follow a lead from the moment they learn about your company and brand to the point where you collect their contact information and turn them into a customer.
There are three primary parts:
- The top of the funnel is concerned with increasing awareness and, as a result, collecting leads who are unfamiliar with your organization and, in this example, the property management services you provide.
- The purpose of the center of the funnel is to get the lead to the stage where they’re examining their wants and seeing how your services can help them.
- These leads will compare your property management services against those of your competitors at the bottom of the funnel, potentially with your proposal already offered.
Understanding how your marketing strategy creates a funnel can help you better understand how your warm leads enter the funnel, as well as the best way to maximize their potential. There are many ways to find warm leads to ensure your marketing funnel is aligned with your goals.
Where To Find Warm Leads
So, where can you find these elusive warm leads that will help you generate new clients and grow your business? You may already have a marketing strategy that is producing them without even knowing it! Here’s where you should put your focus.
Your Company’s Website
If you don’t currently have one, imagine what a property management website with a strong, recognizable brand would look like. Then put forth the effort to make it happen. Even if you believe you do, there are a number of changes you can make to your website to make it easier to collect people’s contact information.
Collecting client information from your website is a fantastic way to generate warm leads. Not only have these leads likely become familiar with your business offerings while exploring your website, but they also have shown an interest in learning more through direct communication. Ensure that you respond to their inquiry in a timely manner.
Social Media
Whether we like it or not, social media has become an integral part of effectively promoting nearly all types of businesses. Facebook, LinkedIn, and Instagram are increasingly important in your lead generation strategy in an unexpected way. Of course, social media helps you grow your online following, but it can also act as a powerful lead generator when properly utilized. s
Not only do these platforms encourage engagement and conversation between your current clients, tenants, and potential customers – they also provide an opportunity to showcase your services, properties, and unique brand positioning. With a bit of effort and mutual communication, your social media followers can become warm leads.
Content Marketing
Have you ever read a blog about something that interests you and ended up clicking on one of the included links to learn more? That’s the beauty of content – the more we consume, the more we want to keep exploring. This same strategy can help you find warm leads. Or, better yet, help your warm leads find you.
Publishing blog posts, creating guest posts, speaking on podcasts, and so much more can help you widen your reach and raise awareness for your business. Beyond the obvious benefits, as you produce more content, more potential clients will further explore your business and reach out.
This helps them learn more about how you can help them manage their properties, reach their goals, and grow their business. Including relevant content that demonstrates your services and expertise allows you to attract those who are ready and willing to learn more.
Summary
Getting property management leads is challenging no matter which method you choose. We know you’ve heard it before, but while we recommend a range of strategies for the average property management firm, there is no one-size-fits-all solution.
What is certain is that your firm will not prosper until you have a steady source of property management leads. We’re very confident you’re aware of this as well. Warm leads ensure your resources will prove more successful by reaching out to those who have already invested some of their interest in the services your property management provides.
