Marketing Best Practices for Property Managers
Written By: mcsherryproper on February 7, 2021
If you are a property manager who has just gotten around to beginning your digital marketing efforts and have no roadmap yet, you’re in for a treat. Today marks day one of your digital marketing boot camp.
Today’s blog will cover the essentials of marketing for asset management in Philadelphia 19152, accounting in Philadelphia PA Oxford Circle, and those who manage Philadelphia homes for rent, business property for rent, office building for rent, and commercial property for lease, etc.
This guide will also help property management in Willow Grove, property management in northeast Philadelphia, and surrounding locales.
Moving to Digital
In the past, property management companies in Philadelphia, Willow Grove, Northeast Philadelphia, and Eastern Montgomery had to rely on traditional marketing methods. TV ads are common, as well as the yellow pages, radio ads, etc. Things have changed drastically in the past three decades.
The old methods of marketing still work to a degree, but billions of people have moved on to digital media. So if your property management company isn’t on Facebook or don’t have a site, you are losing out on plenty of opportunities to reach out to both landlords and renters.
Digital Marketing is Also Keyword Marketing
Keyword marketing is creating content and digital marketing campaigns to utilize words and phrases (collectively known as keywords) related to your market.
Free tools like the Keyword Planner from Google are best for beginners. You can try paid tools later when you’ve outgrown the free tools. Google is the biggest of all the search engines, so you must follow the best practices, so your content will appear on Google.
Once you have collected the right keywords, it’s time to apply them to your site. The proper keywords should be used in just the right density in both page content and your blog. Don’t stuff your content with keywords, as keyword stuffing will get your site penalized for having low-quality content.
Study Your Competition
You don’t want to go in blindly into a market with established brands and sites. Not everything that your competitors are doing is correct. Some of them are likely doing things very badly.
The challenge is to determine which strategies are sound and which are not. Strategize, test, and analyze data. The following guide questions will be useful when analyzing your competition:
– How well is your competition doing in terms of organic search? How about paid listings?
– Where do other property management firms in your area stay on social media? In contrast, where do you think renters or landlords are hanging out? Where are they readiest to receive marketing information?
– How much is your competition investing in digital content?
– Is your closest competition active in creating and publishing videos?
– What customer segments are your competition focusing on?
Create a Content Marketing System
A content marketing system involves not just writing content but also distributing new content through different channels. Focus on creating a robust content strategy because it’s been proven that at least 63% of all businesses on the web don’t have a clear strategy.
This is bad news for a property management company because content has to lead somewhere every time. And the only way that it’s going to lead somewhere is to have a plan even before the content is generated.
We’ve broken down the basic steps below:
Create a mission statement.
The mission statement should include who your target audience is, what kind of content you think is best used to reach your customer, and what benefits they’ll get from sticking around and reading you.
Set your goals.
Some general goals include generating leads and sales, increasing profit, recovering from the economic slump, increasing site traffic, improving authority in the market, gaining SEO success, reducing overall marketing costs, and improving social media engagement.
Set key performance indicators or KPIs.
KPIs will allow you to measure your true success with your current strategy. KPIs have essentially quantified goals.
After a qualitative assessment of your site and content, it’s time to create more measure goals like hitting a profit target, getting more people to sign up for your free downloads, get more email sign-ups, generate more organic traffic, improve your site’s search ranking, improve social media presence via likes, shares and organic engagement and be invited to participate in podcasts and physical events
As you track different KPIs, it’s also a good idea to track how much you’re spending on acquiring new leads and generating sales. Nothing has changed on the accounting side of things. If you’re overshooting your marketing budget, you need to adjust to keep things in the green.
Analyze and improve your content.
Assuming that you already have some content on your site’s pages and blog roll, it’s time to get nitty-gritty with your old content. Analyze your content for readability and SEO benchmarks. Use different tools to see which pages are generating traffic for your blog and site. Find out what’s working and what people are sharing and commenting on.
Your content shouldn’t be this gray area in your marketing operations. It can work beautifully like other parts of your marketing plan. Be aware of how your content is connecting with your audience and how they’re consuming your content. If you have years’ worth of content already, analyzing the data will reveal old posts that are still evergreen and are prime examples of content that should be repurposed. Repurposing content allows you to use previously posted information and republish it using another form like an infographic or video.
