Marketing is an essential component of building and growing a successful business. It’s what will allow you to develop and foster brand recognition and establish a reputation that your prospects and customers can come to know and trust. As a property manager, you want to position yourself as a reliable resource for those in your community and marketing can help you accomplish this – but only if you do it right. That being said, here are a few common mistakes that might be standing in your way.
Not knowing your ideal customer
Before you can develop a strategy for reaching your potential customers, you have to understand exactly who they are and, more importantly, what their wants, needs and pain points are. Without this information, you can’t craft messages that will speak to them and prompt them to take action. If you haven’t done so already, take some time to create buying personas for each segment of your target audience.
The Property Manager′s Guide to Extraordinary Marketing has all the inspiration and resources you need to get the right message heard by the right people.
Not identifying your unique value proposition
You’re certainly not the only property manager on the block. So, why should your prospects choose to work with you over your competitors? A solid marketing strategy effectively answers this question, overcomes objectives and helps sway people in your favor. In order to achieve this goal, you must identify what sets you apart and makes you better than all the rest. Only then can you effectively top the competition.
Putting all your eggs in one basket (or vice versa)
Not every property you manage will be ideal for every demographic. Some may be more suited for senior individuals, others for Millennials and still others for those with families. The problem is, if you’re focusing your marketing efforts only in one area, chances are you’re not reaching everyone you need to. Conversely, if you’re spreading yourself too thin and marketing in areas that aren’t fruitful, you’re wasting time and money. Figure out which avenues would be
the most effective and invest there.
Not maintaining a consistent voice
Once you’ve identified the key areas where you should be focusing your marketing efforts, it’s important that you maintain the same voice and message across all channels. This type of brand consistency ensures that regardless of where a prospect or customer interacts with your property management brand, he or she will have the same experience across the board. Marketing consistency fosters trust and solidifies relationships.
Not protecting your online reputation
Marketing isn’t just what you share about your brand online. It’s also what others say about you as a property manager. People trust online reviews as much as they do recommendations from their friends and family members, so make sure you’re staying abreast of what’s being said about you on the internet. Set up Google alerts so you’re notified every time your brand is mentioned, regularly monitor social media and always respond in a positive manner. This will help with damage control and protect your hard-earned reputation from being tarnished.
Viewing marketing as an expense
If you’ve boxed off marketing as a business expense, you’re missing the mark. These activities are the lifeblood of your company and the drivers of your future success. For that reason, what you spend on things like PPC, social media ads and any other online marketing tools should be viewed as an investment rather than an expense. Shifting your thought process can help you make better decisions that will have a positive impact on your property management brand going forward.
Are you guilty of making any of these common mistakes? The good news is, it’s never too late to right the ship and start turning things around for the better. Take some time to review your strategy and make adjustments where necessary. The more time and effort you put into developing and honing your marketing plan, the more profitable you’ll ber.
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.