There’s no question that the property management industry is highly competitive. What can you do to make your organization stand out from the rest? Perhaps the most powerful way to do so is to establish a personal connection with your clients, and the best way to achieve that goal is to make your brand more human. When your prospects and existing clientele come to know and trust you, you’ll have successfully won them over for the long haul. Let’s take a look at a few proven strategies to humanize your brand.
Craft a Killer “About Us” Page
This may be something every website has, but that doesn’t mean yours has to conform to convention. Ditch the tired old company history and boring facts about your property management firm and instead find a way to showcase the people and personality behind your brand. Don’t be afraid to think outside the box and get creative, and be sure to avoid the use of any industry jargon.
The Property Manager’s Guide to Building Brand has all the inspiration and resources you need to persuade prospects to choose you over the competition.
Be Real in Your Content
Does your content talk at people or to them? Remember that your website is typically the first interaction your audience will have with your property management brand, so what they find there will determine what kind of connection (if any) will be made. The more “real” you are, the better, so try to write in a casual, lighthearted way. A great way to do this is to imagine you are sitting down with a client or prospect, or connecting with a colleague at a networking event while you are writing. The content you produce should be similar to how actual, real-life conversations would go.
Show Your Team Being Themselves
Photos and videos are excellent marketing tools, but they can also be pretty powerful vehicles for establishing a human connection with your property management brand. Don’t be afraid to share images and clips that show your team being themselves and having fun behind the scenes. This will put real faces to your brand, which is endearing and unique.
Take Advantage of Social Media
One of the biggest benefits of being active on social media is the personal connection it allows. Unlike a website or blog, your social media profiles offer the opportunity for two-way interaction, so take advantage of this by posting frequently and engaging with your fans and followers. Ask questions, answer inquiries and participate in discussions.
Sign Emails with an Actual Name
What does the signature look like on your email newsletters? If it’s signed with the name of your property management company, you’re missing the mark. Remember, businesses don’t send emails. People do. Keep the human side of your brand front and center by signing all communications with the name of whomever is sending them. It may seem like a minor detail, but it can make a significant impact.
The main thing to remember here is that people prefer to do business with companies that they know and trust. Establishing that kind of relationship with your clients and prospects starts by humanizing your brand. By applying the above techniques, you’ll effectively put a face behind your logo and bring your brand to life, which will ultimately lead to greater success overall.
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Get your free copy of The Property Manager’s Guide to Building Brand. It has all the inspiration and resources you need to persuade prospects to choose you over the competition.
