You can be the best property manager in town, but if you don’t have enough clients, you simply won’t be able to sustain your success. The key to generating a steady stream of new business lies in attracting and nurturing prospects, and that’s where a lead magnet comes into play. If you’re unfamiliar, a lead magnet is basically an online offer for which interested parties will exchange their contact information in order to receive access. They’ll get the freebie and you’ll get a new lead to pursue. It’s a win-win.
That being said, not all lead magnets are effective. If you want to entice people to give up their name and email address, you have to provide them with something they feel is of value. Let’s take a look at a few property management lead ideas that have been known to actually convert.
Best Practices eBook
Undoubtedly, some of your clientele will be more hands-on than others. To reel in those DIY landlords or real estate investors, you can draw on your own knowledge and expertise to put together an eBook that contains guidelines and best practices for managing a property. This should contain just enough information to empower the reader to handle some of their own property management and maintenance tasks while also advising them when they should turn to an expert (hint: that’s you!).
Real Estate Investment Guide
Another portion of your target audience will include individuals and businesses that are interested in getting involved with real estate investment. To lure them in, you can put together a guide that provides advice for how to select the right properties and other expert advice. This guide should be location-specific and can be updated annually to reflect the current market. And, of course, it should contain a solid call to action that promotes the service and support you provide as a property manager.
Checklists tend to be powerful lead magnets because they are simple yet highly informative and actionable. These are perfect for those prospects who prefer no-frills, no-nonsense advice. For instance, you could make a list of “Essential Clauses to Include in Your Rental Agreements.” This type of resource would be valuable to landlords who are just starting out and may not yet have experience in drafting up leases. For more ideas, think about some FAQs you encounter and then expand from there.
Real estate investors – especially those who are new to the area or plan on investing from afar – will be very interested in learning more about the various locations they may be investing in. You can leverage this by doing some market research on their behalf and condensing it into a helpful report. For example, you might compile a list of “7 Most Popular Toronto Neighborhoods for Renters,” or “2022 Rental Rates Guideline.” This information would be of value to both new and existing investors.
The option to “try before you buy” can be incredibly attractive, especially for those just starting out in the industry. Offering a free consultation provides the opportunity for you to demonstrate just how much value you can bring to the table and allows your prospects to ask questions and discuss their concerns. Even if you don’t convert them immediately, you’ll still have a qualified lead you can continue to nurture.
Lead magnets are one of the most powerful tools for attracting prospects and building out a solid marketing base. While the suggestions above have been proven effective for countless property managers, don’t be afraid to get creative and tailor the resources you offer to suit your specific target audience. It’ll most certainly pay off in the end.