Getting your property management company not just noticed, but noticed by the right people, can really bring your business to the next level. In the past, PR consisted primarily of writing and distributing press releases, but that has changed. Nowadays, it’s about figuring out who the “influencers” are, reaching out to them and making a strong and positive impression. For instance, connecting with a popular blogger that is established in the industry can be incredibly effective in getting your brand in front of more qualified leads. If PR isn’t your forte, or you’re just not quite sure how to approach this area of marketing, here are 5 tips to get you pointed in the right direction.
Make yourself more noticeable.
Yes – a good portion of PR involves locating and reaching out to those influencers we mentioned above, but it’s also important to start with a solid foundation. Before contacting anyone about establishing a relationship, make sure your property management business can be easily found online and that your message about who you are and what your values are is clear. Use appropriate keywords and links in your content to ensure that your site ranks as high as possible in Google searches.
Tell your story clearly and concisely.
Today’s digital age has made it easier and more affordable than ever before for businesses of any size to make a big impact on the world around them. Take advantage of the technology that’s available to you to tell your story in a way that’s powerful and compelling. Use attention-grabbing videos, eye-catching images and educational infographics and include these things in your press releases or email outreach efforts wherever applicable. This will help deliver your message in a faster, more impactful way.
Identify and reach out to industry influencers.
When it comes to reaching your target audience, partnering with someone they already know and trust can make all the difference in the world. This is known as influencer marketing, and it’s pretty powerful stuff. The key to making this type of marketing work for you is to identify those individuals who already have an established relationship with the types of people you are trying to reach. In terms of the property management niche, you might want to start with real estate professionals. Once you’ve shortlisted some potential influencers, reach out and propose a partnership. Remember to sell the benefits to them as well and make it worth their while for them to share your message.
Leverage social media to its fullest potential.
Social media is a dream come true for those seeking to improve PR because it’s the perfect medium for storytelling and monitoring. You can also use it to establish and solidify relationships with key influencers. Whenever possible, focus on building a rapport with those you’re hoping to partner with before pitching your story to them. Also, engage in social listening – that is, monitoring social media to learn what’s being said about your property management company. You may already have received a mention from someone influential that you can share to bolster your brand awareness.
Take advantage of new metrics.
When PR was handled primarily through printed publications, gauging how a particular campaign performed was incredibly challenging. In the digital age, it’s much easier thanks to advanced online analytics. Take full advantage of these tools to measure how your outreach is working and identify areas where your process could use a little work. For instance, if you notice that visitors to your site happen to spend more time on one particular page, you may want to incorporate more pertinent info into that page or spend more time and effort optimizing other pages to make them similar.
It’s never been easier for businesses just like yours to become a significant player in the PR game. All it takes is a solid plan and some proven strategies that will help you identify key influencers who can work with you to get your story out to the masses. When done right, PR can truly bring your property management company to the next level.
Get your free copy of The Property Manager′s Guide to Extraordinary Marketing. It has all the inspiration and resources you need to get the right message heard by the right people.