One of the most common goals cited by property management professionals across the globe is growth. Obviously, the overarching objective would be to increase your portfolio so that you’re managing more properties or achieving greater diversity amongst those you already manage. Beyond this, however, there are a number of proven strategies that can be highly effective in helping a motivated property manager systematically achieve the ongoing, consistent growth he or she is after. To follow are five such strategies.
By now you probably already know that on the internet, content is king. But it’s much more than just making sure your website is optimized for the search engines. Creating regular, quality content can do wonders for your business because it does the following:
- Establishes a strong, consistent online presence
- Promotes brand recognition
- Positions you as a reliable, knowledgeable resource
- Helps to establish a connection with your customers, which can lead to word-of-mouth marketing
- Increases the likelihood of sharing, thereby increasing your reach to new qualified leads
Also, keep in mind that the term “content” refers to more than just the written word. It also includes things like images and videos, both of which are powerful tools for a property manager.
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As any successful property management professional will tell you, your reputation means absolutely everything – especially in such a competitive field. In order to rise above and stand out from the rest, you have to make a concerted effort to maintain an impeccable brand image. That involves delivering exceptional customer service, treating employees well, offering valuable content (see above) and more. It’s also important that you constantly monitor what’s being said about your company online so you can respond accordingly. (Here are some tips for this.)
Unfortunately, try as you might, organic online lead generation will only get you so far. If you really want to grow your business, at some point you’re probably going to need to invest in some paid advertising. There are plenty of options available to you in this arena, including pay-per-click (PPC) and pay-per-lead (PPL). Our recommendation is to try each method with a small budget and measure performance. This will allow you to maximize your marketing spend and avoid wasting money in areas that aren’t providing enough of a return.
These days there’s so much talk about establishing and maintaining a solid presence for your brand online that it’s easy to forget that the same is important offline as well. As a property manager, you are already part of your local community. By taking extra steps, like joining local organizations and sponsoring community events, you can further distinguish yourself and become known as a trusted resource, which can do wonders for lead generation.
Last, but most certainly not least, you can’t expect to achieve steady, consistent growth if you don’t have a strategy in place for doing so. Set measurable goals and conduct audits at specified milestones to evaluate how you’re doing. Once you reach each objective, set the next, and continue until you’ve reached what you’re after, whether it’s additional clientele, more properties or a more diverse portfolio.
As a successful property management professional, chances are you list growth as one of your greatest aspirations. Often times achieving this requires creativity and thinking outside the box. The five strategies listed above may not have been the first to come to mind, but they’ve been tried and proven to be effective for many in our industry. Why not give one (or more) a try and see if you might be able to achieve the same positive results?
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