Almost every small business has an online presence now, and property managers should be no different.
Over the past 10 years, the way consumers shop and interact with local businesses has changed massively. Market share went to those who adapted quickly and companies had to follow or miss the trends.
In order for your real estate management business to grow and thrive, using the right content marketing strategies shouldn’t be ignored, even if you’re late in the game or just starting a real estate management company.
With all the information they need at the click of a mouse, property owners can easily research, compare services and make decisions online. The companies with the best content strategies are often the ones that are found and win the award – new customers!
Websites are like a digital shop front where property owners research their decisions before deciding on hiring a property manager. Therefore, it makes sense to have a solid content marketing plan – along with 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 your information meet can provide.
Here’s how you can get more customers and grow your content business the right way:
- Understand the purpose of a content strategy and set goals
The purpose of content is to inform, convince, and educate a specific group of people. This means that you need to understand who you are trying to reach (owners and tenants in your local market). Your goal is to convince them to take action and choose your company over a competitor. To do this, you need a content strategy that will add value to them and guide them through the process of making decisions and acting.
Once you know who your target audience is, you need to identify your marketing goals. This is an important step because if you don’t know what your goals are, your content will miss the mark. Your goals are specific to your business, but could include, for example, using content marketing to grow your email list, add value to your existing customers, or reach out to potential new customers.
You have prospects in different parts of the marketing funnel at any given point in time, and each of them is looking for different types of content that you should be creating to reel them in, such as:
- The first research phases: Property owners or investors look for answers to questions about what a property manager does and other questions about specific services and details. You can target these seekers by creating content with answers to common questions like tenant screening, evictions, and other services you offer.
- The decision phase: Property owners ready to hire a business and now want to compare business prices, online reviews, and the services included in their property management plans. You can attract these property owners by creating detailed information about property management in your city, creating detailed pricing and service plan pages, presenting your positive reviews online, etc.
- Offer real value in your content
Good content always provides value to the end user. Unique content that addresses a need, answers questions or provides directions will help 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 customer. If your company is the go-to when someone wants information, they’re more likely to choose you as the go-to when they’re ready to sign up for rental management services.
You should plan to produce high quality content on a regular basis. Post it regularly, but without doing it so often that it sucks. You will turn your customers away if you post too often. If you want to choose whether you want to publish subpar content more often or better content less often, choose the latter.
- Solid local SEO strategies
Search Engine Optimization (SEO) has long been a hot topic as companies try to keep up with changes in the industry and search engines. But a solid local SEO strategy is an honest one with no gimmicks, tricks, or ways to beat the system. Delivering quality content with specific keywords that fit your business is still the best long-term strategy. The use of your keywords is also important as search engines will penalize you if you use them too often or in unusual ways in your content.
Don’t forget the end user in your quest for a great SEO result. Still, your content should be user-friendly and add value to your audience. A good strategy is to start by creating relevant and useful content that calls for action. You can optimize it for specific keywords later.
You should also make sure that you are growing your local business by creating business profiles and listings in popular places like Google My Business, Yelp, Bing and then working on optimizing your listings over time.
- Get on social media channels
Social media plays a big role in a content strategy – but not every channel is created equal. Some are a better fit for your company than others. It also depends on where your target property owners or investors are. There is no point in using Snapchat if your target audience is more professional and prefers LinkedIn, for example. Try a few different platforms and see what works best. You will soon get a feel for where to spend most of your social media time and focus.
- Email Marketing
Email marketing is a long-term proposition as it takes time to gain your customers’ trust and list them. But as any marketer will tell you, it’s well worth the time and effort. Your email list will be your most valuable customers. They’ve already bought into your message and trust your company for one reason or another. Now all you have to do is convince 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 keep in touch about upcoming promotions or trends in the local rental market.
- Evaluate your success and your metrics
It sounds like basic advice, but it’s easy to put a lot of thought into creating content without checking how it behaves over time. An easy way to do this is to do the same exam at the same time every week or month so that you can get a reliable picture of what is happening.
When you connect your website to tools like Google Search Console and Google Analytics, you can monitor key stats like search rankings, search views, clicks and website visit duration to understand what works and what doesn’t. That way, you can adjust your focus and spend more time on the type of content that works, or even improve on the best content that is performing well.
If you follow these content marketing strategies and implement them to the best of your ability, you can use them to grow your business and get results well worth the effort.