Property Management

• Develop a comprehensive property management marketing strategy, including a clear definition of your target audience, setting SMART goals, and aligning strategies with your business objectives to attract quality leads and grow your business.

• Optimize your property management website for search engines and user experience with on-page and local SEO strategies, and enhance your online visibility and lead generation through engaging content creation across multiple platforms.

• Leverage the power of social media presence, paid advertising, email marketing, and authentic client reviews to build trust, nurture client relationships, and maximize conversion rates while maintaining strong community involvement.

• Create a streamlined, effective, and efficient workflow automation platform that allows your property management team to manage an average of three times the number of doors per employee than the typical property management company.

• Build a property management business in a box on the backbone of the industry's most powerful CRM, HubSpot, implemented by Geekly Media and our PMOS integration.

Picture trying to find your way without a map; it can be quite overwhelming. Just as a compass guides you, a property management marketing plan steers your business towards success. It keeps you on track, customizes messages for your audience, and allows you to monitor and refine your strategies.

A well-crafted plan attracts quality leads, fostering your business growth.

Defining Your Target Audience

Understanding your audience is the first step towards creating a marketing strategy that resonates. Analyzing demographics and preferences allows you to customize your marketing to reflect your target audience’s profile. Some key questions to consider when identifying your potential clients include:

Are you looking to work with single-property owners?

Would you prefer multi-property owners looking to grow their portfolio?

Are DIY landlords an audience you'd like to attract?

Do you have a large network of real estate agents that could refer their investors? 

Identifying your potential clients and referral sources enables effective communication and more precise addressing of their needs.

Setting Measurable Goals

While setting goals may seem straightforward, it goes beyond merely creating a to-do list. It’s about setting SMART goals - Specific, Measurable, Achievable, Relevant, and Time-bound. SMART goals offer a structured approach to realizing objectives, providing clear direction and progress tracking.

Keep in mind that specificity and realism in your goals increase the likelihood of achieving them.

Aligning Strategies with Business Objectives

Having defined your audience and set goals, the next step is to synchronize your marketing strategies with your business objectives. This ensures that every marketing effort contributes towards your overarching company goals. Whether it’s improving property performance, enhancing tenant satisfaction, or boosting revenue, your marketing strategies should reflect your objectives.

Periodic marketing audits aid in maintaining this alignment, keeping your marketing and business goals harmonized.

Your website should be both inviting and user-friendly, similar to a well-kept physical store. By optimizing your property management website, you can attract property owners and increase your visibility in search engines. This involves on-site optimization, off-site optimization, and local SEO strategies.

Every detail, from improving page load speeds to making your website mobile-friendly and using conversational language within your content, matters in achieving search engine optimization success.

Enhancing User Experience

First impressions matter, and a user’s first encounter with your website can make or break their decision to engage with your business. A website that’s easy to navigate, fast to load, and optimized for mobile devices can turn visitors into clients.

Incorporating user feedback and maintaining a clear menu structure allows easy access to key information, such as services and pricing, thereby enhancing user experience and increasing conversion rates.

Implementing On-Page SEO

On-page SEO, indispensable for making your website user-friendly and easily navigable for search engines, cannot be overstated. From having a clear title structure and meta descriptions that include targeted keywords to regularly updating website content and using header tags strategically, every element contributes to improving your website’s visibility and attracting targeted traffic.

Local SEO Tactics

If you’re a local business, you need to be visible in local searches. Implementing local SEO tactics enhances your local search rankings and draws in local property owners. This involves creating and optimizing your Google Business Profile, formerly Google My Business, incorporating local keywords in your content, and posting regular, relevant local content.

Keep in mind that positive reviews on your Google Business profile reinforce your local SEO efforts and distinguish your business in a competitive local market.

Content is king, and creating engaging content is an effective way to showcase your expertise and attract property owners. This involves not just writing educational blogs, but also producing:

• Videos

• Market Reports

• Social Media Posts

• E-Books

By regularly creating content that positions you as a local expert, you can gain publicity and build trust with potential clients.

Keep in mind that content that adds value and addresses customers’ issues will always set you apart in the competitive property management market. 

Blogging for Authority

Blogging serves as a powerful tool to assert your authority in the property management field. By providing detailed information on various aspects of property management, you can build trust and authority with potential clients. To maintain a content-rich blog, consider sourcing topics from local investment groups, industry experts, and even your own clients. If you're answering the questions they're already asking, your content will stay relevant, helpful, and attractive to potential new clients.

Tackling common issues and solutions pertinent to property owners maintains audience engagement and encourages repeat visits.

Visual Storytelling

A picture is worth a thousand words, and in property management, high-quality images, infographics, and videos can tell a story that words alone cannot. Visual storytelling can significantly enhance user engagement and trust and is favored by search engines.

Be it a virtual property tour, market trend analysis, or a feature showcase, visual content effectively communicates property specifics and the worth of your services.

In the digital age, mastering social media is no longer optional; it’s a necessity. Building a strong social presence, engaging with the community, and utilizing paid social media campaigns can promote your services and generate leads. With the right social media digital marketing strategy, your online presence can flourish.

Creating pages on social media platforms such as LinkedIn, Instagram, and Facebook allows for effective business promotion, homeowner engagement, and widespread brand advertising.

Building a Strong Social Presence

Establishing a robust social presence extends further than merely setting up a Facebook page or an Instagram account. It’s about developing a unique style and brand representation that differentiates you from others. By humanizing your brand with real-time updates and interactive activities like contests and giveaways, you can maintain follower interest and stand out in a crowded social media landscape.

Engaging with Your Community

Active engagement is the cornerstone of any successful social media strategy. By planning content that educates and entertains, showcasing employees, and collaborating with team members, you can foster community engagement. Engaged followers are more likely to interact with your posts, share your content, and ultimately become loyal customers.

Outsourcing Social Media: Gold Mine or Land Mine?

Agencies across the board offer social media services including content creation, brand and reputation management, and even participate in managing comments and replies. 

Often, agencies will even claim that they can help you stand out from the crowd through regular posting and ongoing content creation to give your brand a personality that your end users can relate to. 

Warning: Outsourcing your social media content creation is very likely to fail without significant and early involvement in the process of establishing your voice, tone, and overarching brand identity. 

Question: Can an outsourced agency

(like the Geeks at Geekly Media)

successfully portray your company's voice, tone, and personality online?

Answer: Possibly. 

Can an outsourced agency turn your social channels into an ongoing feed of stock images and content publication that results in a cold, corporate, unrelatable business with whom only a very small audience will interact? Highly likely. 

Unless you plan to be heavily involved in the early creation and development of the look and feel of your brand's social media image, your audience is unlikely to find a brand they can relate to, much less willingly follow. 

Your company's social media accounts should reflect who you are, how you do business, and how you treat your customers. It should be personal, personable, and reflect the preferences and values of the audience you aim to attract. 

While not impossible, it is often extremely difficult to successfully outsource the creation of your social media content. Brands that manage their own social media content production often have much higher engagement rates with their ideal audiences and ultimately create a loyal following of highly engaged clients, vendors, and prospects alike. 

Paid Social Media Campaigns

Though organic social media marketing is valuable, the influence of paid social media advertising is undeniable. By increasing brand visibility and targeting specific demographics, paid social media campaigns can:

• Improve conversion rates from visitors who have seen you on other channels

• Drive more traffic to your website through syndication of high-value content 

• Increase brand awareness through low-cost evergreen campaigns that keep your brand top of mind 

• Generate leads and sales from potential clients that find helpful, engaging content readily available in their channel of choice

Keep in mind that retargeted ads can dramatically boost conversion rates by reconnecting with individuals who have previously shown interest in your services while keeping your cost per lead low on channels with broad reach and well-segmented audiences. 

Paid advertising can provide a substantial boost to your visibility and lead generation, complementing your organic property management marketing strategies. By using strategies like search engine marketing (SEM, aka paid search) and retargeting campaigns, you can attract more clients and grow your property management business in a scaleable and sustainable manner.

Bear in mind, with businesses earning on average $2 in revenue for every $1 spent on Google Ads, paid advertising continually proves to be a profitable strategy when executed correctly.

Search Engine Marketing (SEM)

Imagine being able to display your ad to prospective clients who are actively searching for property management services. That’s the power of paid search or search engine marketing (SEM). By bidding on keywords, your ads can appear to potential clients who are most likely to be interested in your services. And the best part? You only pay when someone clicks on your ad.

Retargeting Campaigns

Have you ever visited a website, exited without making a purchase, only to see ads for that website on other sites you visit? Or - taken to a deeper level through programmatic marketing - have you ever spoken to a friend about something specific and then immediately see ads for that same topic the next time you log into your favorite social channel or search engine? That’s the power of retargeting. By re-engaging individuals who have previously shown interest in your properties or services, retargeting campaigns can increase your chances of converting these individuals into clients. *Studies show that it requires an average of 7 times for a prospect to be exposed to your brand before they are willing to make the first conversion of their buyer journey. 

Personalizing these ads and using diverse formats can enhance ad relevance and user experience, leading to higher conversion rates and increased rates of exposure to your brand overall.

*The term 'studies' actually refers to a loosely executed and mostly undocumented research effort conducted by movie execs in the 1930s but has held surprisingly true over time as a multitude of revenue attribution exercises have revealed that it actually requires an average ranging between 7 and 11 incidents of exposure to a brand before a prospect is willing to make an initial conversion (most often creating an account, downloading an asset, etc.). Final conversions that result in a prospect being converted to a paying customer have been shown to require an average ranging between 7 and 21 incidents of exposure. As such, having an ongoing, low-cost, brand awareness campaign running at all times is generally a wise plan.  

Whereas social media and SEO aid in attracting new clients, email marketing facilitates nurturing these leads into loyal clients. By crafting compelling newsletters and segmenting your audience, you can provide personalized communication that resonates with each client.

Consistent and meaningful email communication fosters client relationships and imparts a sense of value.

Crafting Compelling Newsletters

Newsletters serve as an excellent way to update your clients about your services, newly added properties, and prevailing industry trends. But crafting a compelling newsletter takes more than just putting together some information. It’s about creating an enticing subject line and a convincing call-to-action that encourages your audience to read further and engage with your content.

Keep your content short and sweet, and always include a P.S. at the end for important information, as most readers tend to notice and read the final line. 

Accurately Segmenting Your Audience

Consider receiving an email about pet-friendly properties as a non-pet owner. You would likely ignore it, underscoring the importance of segmenting your email list. By categorizing your contacts into clients, prospects, and leads, you can provide targeted communication that resonates with each group.

This can enhance engagement and lead to higher conversion rates with no additional effort. 

With 91% of people frequently or occasionally reading online reviews, and 84% placing as much trust in them as personal recommendations, reviews and testimonials can markedly boost your credibility among potential clients. Capitalizing on positive reviews and constructively addressing negative ones can bolster your online reputation and draw in more clients.

Encouraging Client Feedback

Encouraging client feedback involves not only gathering positive reviews but also learning from the negative ones. By providing a simple template or guidance for reviews, you can make it easier for clients to provide consistent and constructive feedback.

Remember, positive customer testimonials can build trust with potential clients and enhance your local SEO, but negative reviews and how you respond can be equally as impactful. 

Managing Online Reputation

In this digital era, online reputation management is of utmost importance. By promptly and courteously responding to all reviews, you can showcase your company’s dedication to customer satisfaction. Negative feedback can serve as an opportunity for service improvement, while positive feedback can bolster your online reputation and attract more clients.

When prospects see your respectful and helpful responses to negative reviews, it tells them just as much about you and your company as anything they could find in your most positive review. 

Partnerships with local businesses and communities can pave the way for new opportunities. Here are some examples of how you can collaborate:

• Partner with a local restaurant to advertise your property management company

• Sponsor community activities

• Collaborate with local schools or organizations for fundraising events

• Offer discounts or special promotions to customers referred by local businesses

These collaborations can improve your local market publicity and lead to new partnerships.

Networking Opportunities

Networking goes beyond the mere exchange of business cards; it’s about forging relationships. By engaging with local businesses, property managers, and industry associations, you can increase awareness of your company and leverage connections to gain new clients. Remember, networking is not just about what others can do for you; it’s also about how you can help others.

Community Engagement

Active participation in your local community can boost your local SEO and amplify your online presence. Whether it’s participating in local events, sponsoring community activities, or advocating for infrastructure improvements, your involvement in the community can make a significant difference.

Remember, authentic community engagement involves showing genuine interest in the welfare of community members and celebrating what makes your unique community the best place to live and do business.

In addition to improving your online visibility, community engagement can also build trust and credibility with both potential clients and industry peers. By demonstrating your commitment to the community, you are showing that your company is more than just a business; it’s a responsible member of your community.

Not sure where to start? Research local events and organizations that align with your company values. Reach out to them to see how you can get involved, whether it’s through volunteering, sponsorship, or hosting an event. Remember to stay consistent with your involvement and make genuine connections within the community.

Geekly Media's top Geeks, Michael and Heather Park, learned to grow and scale a single-family residential property management business in the Dallas-Fort Worth, Texas, market. Before exiting in late 2016, Michael and Heather grew their company to over 1,000 doors while creating their first rudimentary version of what we now know as PMOS, the Property Management Operating System that allows property managers of all sizes to grow and scale their companies through the use of HubSpot marketing and process automation.

Geekly Media, a Diamond HubSpot Agency specializing in the Property Management and Roofing industries, provides a custom HubSpot integration known as the Bridge. Geekly's PMOS Bridge integration seamlessly connects a variety of different property management software platforms, including Appfolio, Buildium, Propertyware, Rent Manager, and Yardi, with the industry's premier CRM and business operating system, HubSpot, improving marketing, sales, and operations through a proprietary framework of sales, onboarding, leasing, collections, expirations & renewals, move-in & move-outs, application tracking, and maintenance ticketing pipeline connectivity. Automating the day-to-day tasks of running a property management company is just scratching the surface. With Geekly Media and HubSpot, property managers are able to operate and oversee their entire organization, from website hosting and marketing & sales initiatives to operations, HR, and customer service departments, all within a single platform that's easy to use, easily adopted, and scaleable, unlike anything the industry has ever seen. 

Streamlining Property Management Tasks

Automation revolutionizes business operations, especially in property management. Geekly Media's HubSpot workflows empower property management firms to automate processes, significantly boosting team efficiency. These workflows can be customized from scratch or built based on predefined industry templates to align with specific property management objectives. Defining enrollment criteria allows automated workflows to trigger based on action, reaction, or even inaction. This automation can be developed for standard record types like contacts, companies, deals, and tickets, but also custom record types like a custom Property object, custom Lease object, custom Application object, custom Tour object, and more. Common workflow actions can be personalized for tasks like sending marketing emails, assigning records, or updating property statuses, while more advanced workflow actions can be personalized for tasks like date-based activities:

• 30-day countdown reminders for the return of a security deposit
  • Set automated reminders for your security deposit dispositioning team every 7 days until the last three days and then daily thereafter
• 21-day countdown for the return of a move-in inspection form
  • Send automated email reminders to ensure you've done your due diligence and prevent tenants from claiming they didn't know
• 7-day post-move-in feedback survey
  • Trigger the sending of a gift card when you receive a positive review

Or action-based activities:

• Trigger reminders until property owners have provided proof that they've added your PMC as an additionally insured party with their HOI
  
  • Proactively offer to waive an added setup fee for providing proof within a desired timeframe
• Trigger a rekey or carpet cleaning ticket assigned to your vendor of choice when your tenant provides their notice to vacate
  • Also, trigger tickets for placing a sign in the yard or a lockbox on the door, a ticket for the move-out inspection or move-out survey, etc. 

Automated workflows simplify daily property management tasks such as internal notifications, task creation, and team productivity management. Automation optimizes various property management processes like sales, onboarding, lease renewals, move-ins, move-outs, collections, application processing, and more.

Geekly Media enhances process automation by introducing Geeked, a feature promoting process and HubSpot adoption across your organization. Geeked offers on-the-spot knowledge transfer, eliminating the need for searching extensive knowledge bases or repetitive questions. Never worry about scaleable training when your processes train your team themselves! With Geeked from Geekly Media, your HubSpot processes and procedures will be effortlessly adopted and followed by all departments. 

HubSpot for Property Management Marketing

In today's digital landscape, effectively marketing property management services is integral to staying competitive and attracting potential clients. HubSpot’s Marketing Hub serves as a powerful tool for this purpose. Property management firms can connect with potential clients and establish themselves as industry authorities by:

• Sharing informative and tailored content on blogs, social media, or newsletters
• Developing content optimized for search engines
• Launching specific social media initiatives, such as Instagram ads to showcase real estate properties to the right audience or LinkedIn ads to promote their services to local investor groups

HubSpot’s marketing automation empowers property management and real estate professionals to:

• Create customized email campaigns and conversion tools tailored to the behaviors and preferences of property owner leads and prospective residents, enhancing nurturing and retention efforts
• Improve customer relationship management
• Streamline marketing processes
• Simplify email tasks
• Provide in-depth tracking of client interactions and campaign effectiveness
• Track true revenue attribution from cost-per-click to final cost of acquisition

Sales Process Enhancement with HubSpot Sales

Sales play a vital role in any business, including property management. Thankfully, Geekly Media utilizes the HubSpot Sales Hub to help refine your sales procedures and strengthen lead monitoring, nurturing, and conversion. With HubSpot Sales, you can:

• Monitor email opens and website visits to ensure effective engagement with leads
• Obtain detailed insights into each lead’s interactions with your business using lead management and revenue attribution tools
• Utilize sales automation features to ensure no prospects are overlooked by maintaining consistent communication and follow-up

And it just keeps getting better. HubSpot Sales Hub offers additional advantages for property managers:

• Allows the development of video content, giving property managers a competitive advantage
• HubSpot's sophisticated analytics and performance-tracking tools provide valuable insights into your marketing endeavors and their impact on your sales results
• Integrates with digital marketing initiatives and oversees traditional media in HubSpot Sales, expanding opportunities for brand recognition
• Delivers an efficient and automated sales empowerment procedure that tracks your deals and your sales team's effectiveness from the time a contact is first created to the time the contract is executed and beyond
• HubSpot Sales Hub is an ideal solution for property managers seeking to elevate their sales tactics and develop a truly powerful revenue-generating machine 

By measuring everything from ad views to link clicks to follow-up frequency and phone call cadence, you can make data-driven decisions to improve your marketing and sales strategies. Armed with the appropriate tools and data, you can steer your property management business toward success in the property management industry by choosing the right partner to help you grow, scale, and efficiently operate your profitable property management company.