28 marketing strategies for property management companies

In a competitive market, effective marketing strategies for property management companies can set your business apart and attract a steady flow of clients. There’s a lot of strategies out there, and some may be better suited for your company and management style than others.  

We’ve compiled more than two dozen proven strategies you can choose from to win new clients, find the perfect tenants, and grow your business. 

Understand Your Target Audience 

Before diving into specific marketing strategies, it’s imperative to understand your target audience.  Identifying your clients’ needs, preferences, and pain points will allow you to tailor your marketing efforts more effectively. Use surveys, interviews, and market research to gather insights about your audience. The feedback you get will help determine which strategies are worth implementing and how to prioritize them. 

Develop a Strong Online Presence 

Your website serves as the foundation of your online identity and should be user-friendly, informative, and visually appealing. Here are some things you can do to enhance your current site or build a new one: 

• Website Design and Functionality: Invest in a well-designed website that reflects professionalism and trustworthiness. Make sure that the site is easy to navigate on mobile, as many users access websites through their smartphones. 
• Search Engine Optimization (SEO): Optimize your website for search engines to increase its visibility. Use keywords (phrases related to your business, location and the services you provide) naturally within your content, meta descriptions, and tags to improve your ranking on search engine results pages (SERPs). 
• Blogging: Regularly publish blog posts that address common issues and questions related to property management. Blogging not only helps with SEO but also positions your company as an authority in the industry. 
• Social Media Presence: Maintain active profiles on social media platforms such as Facebook, Instagram, LinkedIn, and Twitter. Share valuable content, engage with your audience, and showcase your properties and services as part of a broader social media strategy. 

Conduct Regular Email Marketing Campaigns 

Email marketing remains an effective way to communicate with potential and existing clients. By building a targeted email list, property management companies can send personalized content directly to their audience. Consider these email strategies to engage with your audience: 

• Monthly Newsletters: Keep your clients informed with monthly newsletters. Include updates on property management trends, tips, success stories, and company news. 
• Automated Email Campaigns: Use automated email campaigns to nurture leads and convert them into clients. Send welcome emails, follow-up messages, and special offers to keep your audience engaged. 
• Email Segmentation: Segment your email list based on client interests and behaviors. This allows you to send more relevant content and offers, increasing the likelihood of engagement and conversions. 

Utilize Content Marketing 

Content marketing involves creating and sharing valuable content to attract and retain customers. For property management companies, this could include blog posts, videos, infographics, and downloadable guides. 

• Educational Content: Provide educational content that addresses common property management challenges and solutions. For instance, write a guide on tenant screening or a video series on property maintenance tips. 
• Case Studies: Share case studies that highlight your successes in managing properties. This not only showcases your expertise but also builds trust with potential clients. 
• Webinars and Workshops: Host webinars and workshops on relevant topics such as property investment, legal compliance, and tenant relations. These events can generate leads and position your company as a thought leader in the industry. 

Harness the Power of Reviews and Testimonials 

Online reviews and testimonials can significantly influence a potential client’s decision to work with your property management company. Encourage your satisfied clients to leave positive reviews on platforms such as Google, Yelp, and industry-specific websites.

• Requesting Reviews: After successfully managing a property or resolving an issue, kindly ask your clients to leave a review. Make the process easy by providing direct links to your review profiles. 
• Showcasing Testimonials: Feature testimonials on your website and marketing materials. Highlight specific results and experiences to build credibility and trust with potential clients. 
• Responding to Reviews: Actively respond to both positive and negative reviews. Thank your clients for their feedback and address any concerns promptly and professionally. 

Pro Tip: For more guidance, check out our guide on how to handle bad online reviews. 

Implement Pay-Per-Click (PPC) Advertising 

PPC advertising allows you to target specific keywords and demographics, driving traffic to your website through paid ads. This can be a powerful tool for property management companies looking to increase their online visibility quickly. 

• Google Ads: Create targeted Google Ads campaigns using relevant keywords such as “property management services” and “rental property management.” Set a budget that aligns with your marketing goals and track your performance regularly. 
• Social Media Advertising: Use social media platforms such as Facebook and LinkedIn to run targeted ad campaigns. These platforms offer advanced targeting options that allow you to reach specific audiences based on location, interests, and behaviors. 
• Retargeting Campaigns: Implement retargeting campaigns to reach users who have previously visited your website. This helps to keep your brand top-of-mind and encourages potential clients to return and convert. 

Engage in Networking and Partnerships 

Building strong relationships within the real estate industry can open doors to new opportunities and clients. Networking and partnerships are effective marketing strategies for property management companies. 

• Industry Events: Attend industry events such as conferences, trade shows, and local meetups. These events provide opportunities to connect with property owners, investors, and other professionals. 
• Partnerships with Real Estate Agencies: Form partnerships with real estate agencies and brokers. They can refer clients who need property management services, and you can do the same for them. 
• Community Involvement: Get involved in your local community by sponsoring events, participating in charity work, and joining local business organizations. This not only increases your visibility but also demonstrates your commitment to the community. 

Offer Incentives and Promotions 

Incentives and promotions can attract new clients and encourage existing ones to stay with your company. These marketing strategies for property management companies can include discounts, referral programs, and special offers. 

• Referral Programs: Create a referral program that rewards existing clients for referring new business. This could include discounts on management fees or other perks. 
• Seasonal Promotions: Offer seasonal promotions such as discounted rates for new clients during the slower months. This can help to fill vacancies and maintain steady revenue. 
• Loyalty Programs and Benefits Packages: Develop a loyalty program that rewards long-term clients with exclusive benefits and discounts. This not only encourages retention but also builds stronger relationships with your clients. For existing clients, consider introducing owner benefits packages, such as those offered by Steady. 

Try Out Traditional Marketing Methods 

While digital marketing should be your main focus, traditional marketing methods still have their place in the property management industry. Combining both approaches can create a well-rounded marketing strategy. 

• Print Advertising: Advertise in local newspapers, magazines, and industry publications. Print ads can reach a different audience and complement your digital efforts. 
• Direct Mail: Use direct mail campaigns to target potential clients in specific neighborhoods or areas. Include brochures, postcards, and newsletters that highlight your services and success stories. 
• Signage and Flyers: Place signage and distribute flyers in high-traffic areas such as local businesses, community centers, and events. This can help to increase your brand’s visibility within your target market. 

Track and Analyze Results 

To maximize the effectiveness of your marketing strategies for property management companies, it’s essential to track and analyze your results. Use analytics tools to monitor your website traffic, social media engagement, email open rates, and ad performance. Property management software can help you collect data, crunch the numbers, and draw out insights you can act on. 

• Key Performance Indicators (KPIs): Identify the KPIs that are most relevant to your marketing goals. These might include website visits, lead generation, conversion rates, and client retention. 
• Regular Reporting: Create regular reports that summarize your marketing activities and their outcomes. This helps you to identify trends, measure success, and make informed decisions about future campaigns. 
• Adjusting Strategies: Be prepared to adjust your marketing strategies based on your analysis. If certain tactics are not delivering the desired results, try new approaches or tweak existing ones to improve performance. 

How to Implement Marketing Strategies for Property Management Companies 

Any of the marketing strategies we’ve covered above are only effective if you can implement them effectively. For that, you’ll need tools such as Buildium that are built specifically for property management.  

Buildium can help you execute on your marketing plan by automating time-consuming tasks, providing portals to keep tenants and owners in the loop, and bring all your data together in one place, giving you more time and the performance metrics needed to succeed. 

Pick and choose your marketing efforts wisely, and be sure to track your results and remain flexible, adjusting your strategies as needed to achieve your goals. With dedication and the right approach, your property management company can thrive in a competitive industry.