Content marketing is a proven strategy to help property management companies in finding new clients so they can grow and thrive. Whether you're new to content marketing or it’s been a part of your marketing toolbox for a while, it’s always a good idea to review your approach to make sure it will attract the attention and engage prospective building owner clients.
Identify Your Ideal Client
Property management companies put a lot of thought and effort into defining and targeting their ideal tenant, and they need to do the same for building owner clients. Review your current client that you love to work with. Which ones boost your bottom line and which ones are a pain to work with?
Key considerations when creating your ideal client persona could include:
- What type of buildings does your ideal client invest in?
- Typically, how many properties are in your ideal client’s portfolio?
- Where are these properties located?
- What qualities/traits/characteristics do you look for in a client?
When you know who to look for, you can tailor your property management marketing campaigns to generate more qualified leads.
Know Their Pain Points
Property owner pain points are pretty consistent. Typically, they include:
- Rent collection and cash flow
- The leasing cycle
- Ongoing and preventative maintenance
- Operating cost optimization
- Inspections
- Property marketing
- Vendor management
The more you can demonstrate that you understand their pain points and have a solution, the more you can garner trust. According to CSO Insights, “more than 70% of B2B buyers fully define their needs before engaging with a sales representative, and almost half identify specific solutions before reaching out.” You can use these pain points to draw attention to and educate your ideal customers about your property services.
Set Goals & KPIs
Your content marketing strategy is based on your goals. What are you trying to achieve? To increase brand awareness, to generate leads, or to build rapport and trust?
Each goal needs to be tied back to a KPI. For example, the KPI for brand awareness may be an increase in website traffic (overall or to key pages), or more follows on your LinkedIn page. If the goal is lead generation, your KPIs could include number of marketing qualified leads, lead quality and conversion rate, etc.
Build Your Campaign
Now that you have identified pain points, you can start to create a campaign around one of them. Often this involves a mix of inbound marketing assets, unified under a common goal and message. Some common content marketing pieces include:
- Landing pages
- Blog posts
- Ebooks, white papers and guides
- Checklists
- Infographics
- Email nurturing campaigns
- Social media posts
Create & Promote Your Content
Decide upon the pain point you solve for clients and your content type. Now create a piece that educates the property owner and helps to position your PM organization as the expert. For example, if you’ve decided to create a downloadable guide on lowering maintenance expense, you might start by outlining the issues around maintenance that drive up costs, and then show how having a best-practices approach, a maintenance portal and a proven process can help save money. The goal is to enhance your target audience’s understanding of the issues or problems, and then very subtly connect the dots between their pain point and your services.
Then promote your guide on all channels, from LinkedIn to blog posts.
The greatest power of valuable content is to produce a more engaged potential lead that converts into a better client, a more loyal client and a client who will share their story.
How Property Vista Helps
Property Vista gives you all the tools you need to market your property services, including mobile-friendly websites with easy-to-use templates and SEO services to draw your target audience. Equally as important, we give you the tools to solve your clients’ most pressing problems, from rent collection to maintenance. When you leverage technology, you can access real-time integrated data to help bring down costs and deliver true value to your customer. Get a demo or speak to our experts.
