10 most common marketing mistakes property managers make

Property management marketing isn’t just about listing properties; it’s about creating a brand, engaging with potential tenants, and maintaining relationships with current ones. It’s an important part of business operations that not only brings in new owners and residents, but builds and maintains relationships with current ones.

But when there is so much else to keep track of—maintenance requests, rent collection, and the like—it’s easy to neglect your marketing and fall into some common marketing mistakes. In this post, we’ll explore the ten most common marketing mistakes property managers make and how to avoid them.

1. Poor Property Listings

A property listing is often the first impression potential tenants have of a property. Poor-quality photos, lack of detailed descriptions, and missing information can turn away interested parties.

Make sure your listings are comprehensive, with high-quality images and videos, detailed descriptions, and all necessary information about the property. Include details about the neighborhood, nearby amenities, and unique features of the property. Use professional photography and consider virtual tours to give potential tenants a better sense of the space.

Use a syndication tool to list your properties across several listing sites.

Finally, make sure your listing includes a link to a mobile-friendly online application and contact information that makes it easy for prospective tenants to inquire about each of your units from wherever, whenever they want.

2. Ignoring SEO

There are no two ways about it. If tenants and owners are going to find you, they’re going to do it online. But they won’t find you there if your site isn’t optimized for search.

To make sure they do, you have to get a basic understanding of search engine optimization (SEO). Your website and your listings should include search terms that will help users find you in their search.

Use relevant keywords, optimize your website’s content, and ensure your site is mobile-friendly to improve your search engine rankings. Update your content regularly to keep it fresh and relevant. Consider creating a blog, a video channel, or social media channels that include helpful tips for tenants and property owners, which can also improve your SEO. Additionally, use local SEO strategies to target potential tenants in your area.

For more digital marketing tips, check out our guide: The Complete Guide to Digital Marketing.

3. Inconsistent Branding

Your brand is your identity. It’s how people recognize you. Consistent branding helps build trust and recognition. Inconsistent branding can confuse potential tenants and owners and weaken your marketing efforts.

Make sure your logo, color scheme, and messaging are consistent across all platforms, from your website to social media and printed materials. Develop brand guidelines and ensure all team members adhere to them. This includes using the same tone of voice in all communications and maintaining a consistent visual style. A strong, consistent brand can set you apart from competitors.

4. Lack of Social Media Presence

Social media is a powerful tool for reaching potential tenants and owners and engaging with current ones. A lack of social media presence can make your properties and your business less visible.

Regularly post updates, engage with followers, and use social media advertising to reach a broader audience. Share high-quality photos and videos of your properties, success stories, and helpful tips. Engage with your audience by responding to comments and messages promptly. Use social media analytics to track your performance and adjust your strategy as needed.

5. Ignoring Video Marketing

Video content is highly engaging and can significantly increase your reach and engagement. Video marketing is an effective way to showcase properties and engage with potential tenants. Skipping video marketing can result in missed opportunities.

Create virtual tours, video testimonials, and property walkthroughs to give potential tenants a better sense of your properties. Videos can also be used to highlight neighborhood features, local events, and community amenities.

For owners, create videos that showcase your expertise in property management.

Share your videos on your website, social media channels, and video platforms like YouTube.

6. Overlooking Email Marketing

Email marketing is a cost-effective way to reach potential and current tenants. Send regular newsletters, updates, and personalized emails to keep tenants informed and engaged. Segment your email list to send targeted messages to different groups, such as prospective tenants, current tenants, and property owners. Use email marketing to share new listings, maintenance tips, and community news. Track your email performance to see what works and make improvements.

If you’re looking for email templates, check out our post: Property Management Email Templates For Your Brand.

7. Failing to Track Marketing Metrics

Without tracking marketing metrics, it’s impossible to know what’s working and what’s not. Failing to track these metrics can lead to wasted resources and missed opportunities. Use tools like Google Analytics to track website traffic, social media insights to measure engagement, and CRM systems to monitor tenant interactions.

Review your metrics regularly to identify trends and areas for improvement. Set clear goals and KPIs for your marketing efforts and adjust your strategy based on your findings. Tracking metrics helps you make data-driven decisions and optimize your marketing efforts.

8. Not Engaging with Online Reviews

Online reviews can affect your reputation significantly. Not engaging with these reviews, whether positive or negative, can harm your brand. Respond to all reviews promptly and professionally, and use feedback to improve your services.

Encourage satisfied tenants and owners to leave positive reviews and address any negative feedback constructively. Monitor review sites regularly and use tools to track your online reputation. Engaging with reviews shows that you value feedback and are committed to providing excellent service.

9. Ignoring Mobile Users

With more people using mobile devices to search for properties, ignoring mobile users can limit your reach. Ensure your website is mobile-friendly, and consider using a mobile app to make it easier for tenants to access your services on the go. Optimize your website’s design and functionality for mobile devices, ensuring fast load times and easy navigation. Use mobile-friendly content, such as short videos and infographics, to engage mobile users. A mobile-friendly approach can enhance the user experience and increase your reach.

10. Neglecting Traditional Marketing Avenues

In the age of digital marketing, it’s easy to forget the power of traditional marketing methods. Networking, good customer service, and word-of-mouth recommendations from owners and tenants are invaluable. Neglecting these avenues can result in missed opportunities.

Attend local events, join property management associations, and always provide excellent service to encourage positive recommendations. Traditional marketing also includes print advertising, direct mail campaigns, and community sponsorships. These methods can help you reach a local audience and build a strong reputation within your community.

The Right Approach to Avoid Property Management Marketing Mistakes

Avoiding these common marketing mistakes can improve your property management efforts significantly. By focusing on both digital and traditional marketing methods, maintaining consistent branding, and engaging with your audience, you can create a strong marketing strategy that attracts and retains tenants.

Remember, marketing is an ongoing process, and staying updated with the latest trends and best practices is key to success. Continuously evaluate your marketing efforts, seek feedback, and be willing to adapt to changes in the market. With a proactive and comprehensive approach, you can achieve your marketing goals and drive success for your property management business