Digital marketing for property management: Choosing strategies that work

Digital marketing might just be the most common and accessible way that property managers can reach prospective owners and tenants. However, there’s an overwhelming of approaches you can take, each with their own set of tools and strategies that work best. So how do you choose the ones to focus on? 

In this post, we’ll cover the different types of digital marketing and how to get the most out of each of them, so you can create a marketing strategy that grows your business. 

The Importance of Digital Marketing in Property Management 

When property owners and renters begin their search for management or a rental unit, they usually start online. That’s what makes digital marketing property management —it’s a way to meet your prospects where they are. With the right strategy, you can reach a broader audience, increase engagement, and convert leads faster. There are a few main ways that you can make this happen. 

SEO: Optimizing Your Online Presence 

SEO is the backbone of digital marketing for property management. SEO involves optimizing your website and online content to rank higher on search engines such as Google. By improving your website’s visibility, you can attract more organic traffic and potential tenants. Here are the main ways you can boost SEO and rank ahead of the competition: 

Keyword Research 

Keyword research is a fundamental aspect of SEO. Identifying and targeting relevant keywords, such as “apartments for rent in [city]” or “property management services,” can help your website rank higher in search results. Use tools such as Google Keyword Planner or Ahrefs to discover high-ranking keywords related to your properties. 

On-Page SEO 

On-page SEO entails optimizing individual web pages to improve their search engine rankings. This includes using relevant keywords in your content, meta tags, and headers. Additionally, make sure that your website is mobile-friendly, user-friendly, and has a fast loading speed. These factors contribute to a better user experience and higher search engine rankings. 

SEO-Focused Content Creation 

Creating high-quality, informative content is essential for SEO. Develop blog posts, articles, and guides that address common questions and concerns of potential tenants. Content such as “The Ultimate Guide to Renting an Apartment” or “Top Tips for First-Time Renters” can attract organic traffic and position your property management company as an authority in the field. 

Social Media Marketing: Engaging with Your Audience 

Social media platforms such as Facebook, Instagram, and LinkedIn offer property managers the opportunity to connect with their audience on a personal level. Social media marketing is a powerful tool for building brand awareness, showcasing properties, and engaging with potential and current tenants alongside property owners that can see your customer service in action on these sites. 

Creating Engaging Content 

The key to successful social media marketing is creating content that resonates with your audience. Share high-quality images and videos of your properties, behind-the-scenes looks at your management team, and testimonials from satisfied tenants. Additionally, create posts that provide valuable information, such as “How to Choose the Perfect Apartment” or “5 Reasons to Live in [Your City].” 

Utilizing Ads 

Social media advertising allows you to target specific demographics, such as age, location, and interests. Use paid ads to promote special offers, new property listings, and upcoming open houses. Ads can help you reach a wider audience and generate more leads. 

Engagement and Interaction 

Engaging with your audience is crucial for building relationships and trust. Respond to comments and messages promptly and encourage discussions on your posts. Hosting live Q&A sessions or virtual tours can also increase engagement and provide valuable information to potential tenants. 

Pro Tip: Check out our post, Social Media Marketing for Property Management for a more detailed breakdown of this topic 

Content Marketing: Informing and Attracting Tenants 

Content marketing involves creating and sharing valuable content to attract and retain tenants. By providing informative and engaging content, property managers can establish themselves as industry experts and build trust with their audience. 

Blogging 

Blogging is an effective way to share knowledge and attract organic traffic to your website. Write blog posts on topics relevant to your audience, such as “10 Tips for Moving into a New Apartment” or “The Benefits of Living in a Managed Community.” Regularly updating your blog with new content can improve your SEO and keep your audience engaged. 

Email Newsletters 

Email newsletters are a great way to keep your audience informed about new properties, upcoming events, and special offers. Create a mailing list of current and potential tenants and send out regular newsletters with valuable content. Personalize your emails to make them more engaging and relevant to your recipients. 

Video Content 

Video content is highly engaging and can effectively showcase your properties and services. Create virtual tours of your properties, interviews with your management team, and testimonials from satisfied tenants. Share your videos on your website, social media platforms, and email newsletters to reach a broader audience. 

Email Campaigns: Connecting with Tenants 

Email marketing is a direct and personalized way to connect with your audience. Through email campaigns, property managers can communicate important information, such as lease renewals and maintenance updates, as well as promotional content. 

Segmenting Your Audience 

Segmenting your email list allows you to send targeted messages to specific groups of tenants. For example, you can create separate lists for current tenants, potential tenants, and past tenants. This enables you to tailor your content to the specific needs and interests of each group. 

Personalizing Your Emails 

Personalizing your emails can increase engagement and make your recipients feel valued. Use the recipient’s name in the subject line and greeting, and tailor the content to their preferences and needs.  

Automating Your Campaigns 

Email automation allows you to send timely and relevant messages to your audience without manual intervention. Set up automated campaigns for welcome emails, lease renewal reminders, and follow-up messages after property tours. Automation can save you time and deliver all your messages at precisely the right moment. 

Pro Tip: Use our post on property management email templates to cut down on a lot of the work involved in email marketing. 

Online Reputation Management: Building Trust 

Potential clients and tenants often rely on online reviews and ratings to make decisions about where to live. This makes it all the more important to manage your online reputation. A few small steps can help you build trust and attract more prospects. 

Monitoring Reviews 

Regularly monitor online reviews on platforms such as Google, Yelp, and social media. Respond to both positive and negative reviews promptly and professionally. By addressing concerns and showing appreciation for feedback, you’re demonstrating a commitment to tenant and client satisfaction. 

Encouraging Positive Reviews 

Encourage satisfied tenants and clients to leave positive reviews online. You can do this by sending follow-up emails after move-in or providing incentives such as discounts or gift cards. Positive reviews can improve your online presence and attract more potential tenants. 

Managing Negative Feedback 

Handle any negative feedback with care and professionalism. Address the issue directly, apologize if necessary, and offer a solution. Demonstrating your willingness to resolve problems can turn a negative experience into a positive one and enhance your reputation. 

Tools to Help with Digital Marketing for Property Management 

By making the right use of SEO, social media marketing, content marketing, email campaigns, and online reputation management, property managers can focus their marketing efforts on areas that deliver results for their business. But digital marketing can take a lot of effort, especially on top of your other responsibilities as a property manager.  

Software such as Buildium can help you get started and significantly cut down on your workload with tools tailored specifically for digital marketing and other property management tasks. You can even give Buildium a try with a no-risk, 14-day, free trial. 

Tools such as Buildium make implementing the digital strategies covered in this post easier, meaning you can stay competitive and keep your efforts focused on growing your business.