For landlords, rental properties are their livelihood. Even as their portfolio grows and they require more assistance to simplify their workload, they will likely put forth a solid effort to find the right property management company to fit their needs.
It is essential to remember that landlords are looking for a solution. While they may not yet be familiar with how a property management company can help them, they will certainly start looking for an expert that can make their lives easier and keep their business thriving.
The first place they will turn to is the web — that is for certain. You want to grow your business, and landlords need help managing theirs, so where can you position yourself for new clients to find you? Here is what you need to know.
Google Is The Door
Like anyone else, landlords will begin their search for a property management company on Google. The wonderful thing about that is that your business has plenty of opportunities to get noticed — especially if you are locally focused. After all, few sources can deliver the same quality and volume as Google, making it the dominant search engine for over 20 years.
Not only can you use Google for relevant keyword research, pay-per-click ads, and many more user-friendly marketing services, but you can also create your digital marketing content and outreach to favor its algorithm. This means that you can optimize everything from your web pages to blogs to rank higher on Google’s search results.
And while there are many different places landlords will look for a property management company, Google is likely going to act as a gateway. Optimizing your content, monitoring and responding to your reviews, and updating your Google My Business account ensure you provide landlords with all of the information they seek.
Your Company’s Website
If the first step is ensuring visibility on Google, the next step is making sure your website is ready for potential clients once they visit. Before a landlord reaches out, they are going to explore your website.
Using web marketing, you can contact and influence landlords before many other property managers. If you effectively convey your offerings, it could be an impactful advantage for your organization.
There are a few things landlords will search for as they travel through your site. Remember, these are professionals who likely have an immediate need and little time to find the solution to their problems. By highlighting and understanding their pain points, you can quickly optimize your website to address them.
Here is what you should keep in mind when developing your site to communicate with landlords:
- Clearly display the services you offer
- Include client testimonials
- Highlight your current and past portfolio to show the types of properties you’ve managed
- Show your service area
- Provide a quick and convenient way for landlords to contact your company when they are ready to make the jump
By keeping all of the information landlords need in one simple and accessible place, potential clients are much less likely to look for something else.
Advertise Where Landlords Are looking For Tenants
Rental listing websites with advertising opportunities can be an excellent place to put your message in front of a wide range of landlords. In addition, a rental listing website has an inventory of available properties for rent. As a property management firm, you are likely already familiar with at least some of these websites and platforms.
Aside from advertising on these platforms, this is also a great way to network with landlords looking for new tenants. If your company offers services related to tenant retention and generation, rental listing websites are a fantastic place to find those who are in immediate need of what you offer.
This requires a bit more external outreach, but it is an effective way for property management companies to know the exact and current pain point of a landlord while having an opportunity to reach out with a solution.
Property Management Listing Platforms
On the opposite end of the spectrum, there are websites and apps that allow property management companies to create listings for their businesses that landlords can browse. There are many listings websites to choose from. Some are locally focused, while others serve a much broader audience.
The great thing about these platforms is that landlords are specifically looking for a company like yours to solve the problems their business is facing. The primary disadvantage is that your competition is on the same platforms. What this means is that you need to work hard to ensure your business stands out among your competition.
One way to do this is to make sure you have a strong online presence throughout your other digital marketing channels. This reinforces your company and your brand as landlords research various property management firms.
Other things to keep in mind while posting your company on property management listing sites are:
- Being responsive to any outreach from potential clients
- Showcasing your current portfolio
- Having a strong knowledge of your rentals and the industry
- Highlighting services that help you stand out from the competition
The Bottom Line
When trying to promote your business and generate new leads, you have to create a marketing strategy that ensures your business is in the places that landlords are searching. It is not enough to wait for them to come to you — especially when there are dozens of competitors that may be more aggressive with their promotional efforts.
With that in mind, it is essential to make this a part of your strategy. You need to consistently build your brand and recognition so landlords become more familiar with your company as they look for solutions to their business problems. A strong marketing strategy that includes promoting your company in the digital spaces visited by landlords will ensure new and consistent leads.