How Better Lead Generation = More Leads. More Doors. More Profit.
Published January 24, 2019. Updated September 12, 2023.
Are you looking to generate more leads for your property management company? If so, you're in the right place.
However, as you celebrate each new referral and client win, it's essential to realize that the operational backbone supporting your success needs to scale in parallel. While it's tempting to get caught up in the whirlwind of acquiring new leads, it's equally critical to maintain a laser-like focus on effective and efficient operational processes.
Without scalable systems, your growth can quickly become chaos, leading to decreased service quality and even losing clients. So, as you optimize your lead generation strategies to fuel growth, don't forget to also invest in refining your operational workflows.
Keep reading to learn about capturing more leads through property management marketing to scale your property management company to the next level of success.
What Is Your Cost to Acquire vs. Lifetime Value?
The value of the customer's lifetime for your property management company must be more than what it costs to acquire and maintain that customer; this is how you secure a profit instead of a loss.
Therefore, to ensure you're churning a profit, you'll need to evaluate the cost of acquiring a property or property owner against what its lifetime customer value is going to be.
Take, for example, your average property owner client signs a four-year contract, paying you $200 a month to manage their properties. This means the average lifetime value of that contract is $9,600.
However, if you're spending $9,000 to acquire just one lead (yes, this is astronomical, but we're making a point), then your profit margin is very slim. Ideally, you'll keep your single lead generation cost below 10% of the customer's lifetime value. This means you'll have up to $960 to spend toward single lead generation and other marketing tactics that nurture that relationship.
Hopefully, you're taking advantage of today's advanced marketing technology tools to keep single lead generation to around $50-$100. This leaves you another $860 to spend toward nurturing the relationship throughout the customer's lifetime.
Build Your Online Presence for More Leads
Now that you have a budget to devote toward generating leads, you'll want to head to the strategy table. The number one priority to have on this table is the creation of an online presence.
The bigger the presence, the better.
If it's not already, the internet should be your number one tool for lead generation. Online searches for real estate and property management topics continue to grow every year. It's the first place property owners and tenants go to start looking for property management services or homes to rent!
In every city across the United States, hundreds of property owners search for property management companies online.
So, every person searching for a property management company in or near your areas of operation is a potential lead. It's your responsibility to make sure they come across your company when performing their searches. It's also your responsibility to ensure that the content you provide is easy to digest. More so, that you make it simple for potential leads to contact your company through your content and property management website.
However, if you're considering partnering with a lead generation company specializing in working with property management companies, this should be approached as a temporary and short-term solution. Simply focusing on just "getting" leads won't drive long-term results or growth for your company.
Using a lead generation company as a long-term solution will cost you an enormous amount of money.
However, partnering with inbound marketing experts and a property management marketing company 'will' lead to better long-term success and sustainable growth for your property management business!
Apply SEO Content Best Practices for Better Lead Generation
One of the best things about generating leads through inbound marketing is the ROI (return on investment)! Content and inbound marketing is one of the most cost-effective ways to boost your business compared to other strategies like outbound marketing.
As a teaser, here are a few easy-to-implement tips that a property management marketing company (i.e., the experts here at Geekly Media) will advise to generate more traffic to your company and experience better leads that can be nurtured into valuable clients that provide excellent long-term value.
Always Include Calls-to-Action
Good, consistent content is crucial for generating more leads to grow your doors. However, the content alone has a low probability of converting leads into clients without good calls-to-action (CTAs).
You'll have a tough time getting online users to perform an intended behavior if you don't specifically outline what you want them to do within your SEO content. This is why your content should always include a call to action.
Many brands make the mistake of adding a call-to-action only at the end of a content piece. However, integrating them throughout your property management blogs, home page, and service pages is much more likely to generate leads.
Establish a Presence on Social Media
Another strategy for generating leads for your property management company is using social media. You can't utilize social media effectively, though, unless you establish a presence on it.
You'll need a business profile on several social media platforms, with a heavy focus on Facebook, LinkedIn, Instagram, and Twitter, all of which garner a ton of traffic each month.
With the proper use of social media marketing automation, you can analyze your leads' online behaviors. From there, you can create automated marketing campaigns that allow you to interact with those leads. This is crucial to building relationships with existing and potential leads.
Make sure to encourage your customers to leave reviews and testimonials on your social media profiles. This will boost the SEO value of your profiles, which will work immensely to your advantage for generating more leads.
Give Your Website an SEO Makeover
Lastly, head on over to your website and give it an SEO makeover. All pages on your site should have carefully curated meta descriptions, titles, and permalinks. Your website should also incorporate relevant keywords to help search engines match your property management website and content to searches (and send more traffic your way).
Much like any SEO strategy, optimizing your site according to various SEO tactics will take time. It's also an ongoing practice that should be part of your property management marketing strategy.
You'll need to check all your images for image alt tags and ensure those tags match current standards for good search engine optimization. If they don't have them, add them now. Make sure the alt tags include highly relevant keywords.
We already mentioned content, so it's good to emphasize that ensuring you have a property management blog is essential. Don't have one? It's never too late to start.
Your blog is at the heart of your website's SEO value. At a minimum, you should publish at least one new posting each week. However, more content is better — as long as it is relevant, helpful, SEO-friendly, and published on a consistent basis!
You can also revisit existing content on your site, make relevant updates, and republish that content to help Google and search engines recognize new content on your site.
Any time you feel you're running out of topics for creating content, don't be afraid to revisit your old postings. Use analytics to pinpoint which ones are receiving the most traffic. You can repurpose those postings into new content to further boost their SEO value as part of your content marketing strategy.
Improve Your Lead Generation Success With Expert Help
Is your property management company ready to generate more leads and increase profits? Reach out to Geekly Media today to learn more about inbound marketing and SEO tactics that can improve your lead-generation process for more growth!
Ready to take your company to the next level? Download our free game plan to transform your business in 30 days!