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The Importance of Brand Consistency in Property Management

The Importance of Brand Consistency in Property ManagementLet’s be honest. When it comes to the property management industry, there are plenty of fish in the sea. Your brand is what will set you apart from the ocean of other options your clients have, which is why it’s so important. Otherwise, you’ll just get lost in the shuffle and your business will suffer as a result. But what, exactly, is branding and why does it matter? More importantly, why is it so critical that your brand remain consistent? If you’re looking for answers to these questions, read on.

What is branding?

Simply put, your brand is the image that you portray to the public. And it’s not just your logo. It’s every message you put out there about your property management company. It’s your website. It’s your social media channels. It’s your banners, brochures and business cards.

Your brand is what others associate with who you are and what you do. As such, that identity should be consistent across any and all channels. So, if a prospect Googles your name, visits your website or stops by your booth at a trade show, he or she will have the same experience with each and every interaction. 

Why is consistency so important?

Let’s say a company wanted to brand itself as adventurous. They might send out a postcard campaign that includes images of someone climbing a mountain or skydiving. Their website might depict images of people zip lining or surfing. Then, when you head over to their Facebook page, their cover photo shows a person quietly reading. One of these things is not like the other, and for a prospect trying to learn about the company, it can be downright confusing.

Consistent branding ensures that when potential customers see something you’re sharing – whether it’s digital, printed or in person – they’ll recognize it as part of what your property management company is and what it has to offer.

Think about the fact that it can take anywhere from 7 to 15 touches to successfully convert a lead. It’s imperative that each and every one of those touches creates the same experience. If you are sending mixed messages, you’ll risk losing them along the way. Make sure your property management brand is easy to identify everywhere, as this will build trust that will hopefully result in a conversion.

What about rebranding?

It’s not uncommon for a company to pivot and, as a result, completely rebrand themselves. This isn’t impossible to do, but it can end up costing you if you’re not careful with how you go about it. For instance, let’s say you’re changing your logo or brand color scheme. That’s fine and it may make absolute sense from a business perspective, but if your website has the new logo while your social media pages are still sporting the old one, it can confuse your prospects and possibly cost you business.

If you’re looking to rebrand your property management business, map out your strategy for doing so well in advance. Be prepared to launch your new brand in one fell swoop, rather than by piecemeal. Make a list of every single place your company exists on the web and every type of physical marketing material (i.e. business cards, brochures, stationary, etc.) you use. Get all of your ducks in a row so everything can be changed all at once and you don’t send out any mixed messages in the process.


As a property manager, you always want to put your best foot forward – especially when you’re trying to earn new business. Inconsistency in your branding can be confusing and give the impression that you’re disorganized. Conversely, when a prospective client sees that everything you do looks and feels consistent, you’ll demonstrate your professionalism. This will inspire the trust you need to be successful.

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