Marketing your property management services these days can be somewhat complicated. Not only do you have to find ways to break through the noise and stand out from the crowd, but you have to make sure that you are reaching the right audience with a message that resonates with their world view as well as their wants and needs.
The first step is to identify the audience you want to attract. Part of this process is considering the greater vision for your company and where you see it 5-10 years from now. While no one can predict what the future may hold, you should attempt to identify the trends that are taking place in your particular market, where the greatest opportunities are, and anticipate how this might evolve over the next few years.
The Property Manager’s Guide to Extraordinary Marketing has all the inspiration and resources you need to make the right message heard by the right people.
It may be your goal to gradually transform your portfolio so that it mainly consists of luxury rental properties; or you and your colleagues may aspire to make a positive impact on the community by managing affordable housing properties. Once you determine the mix of your dream portfolio, you will have a better idea of who you should be targeting your marketing initiatives to.
Next, identify the various categories and sub categories that make up your target audience. Even if you have just one property type in your portfolio, such as 3rd party rental management, you will need to market to both investors/landlords who are looking for a property management company, and tenants to fill vacancies. Within these audience categories exist sub categories of demographics (e.g. baby boomers vs. millennials), each with different needs, interests and preferences for communicating and doing business.
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Once you have identified your target audiences, get to know them inside out by doing your research. What do they want and need? What are they most passionate about and what motivates them to act? Where do they conduct their own research and what influences their decisions? Knowing these factors will help guide what you say to them and what platforms you use to say it.
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