Grow your property management business with a steady flow of new customers. Getting qualified clients interested in your offering will grow sales and revenue. Therefore, having a lead generation system that is effective at converting website visitors into prospects will dramatically increase your property management business.
Here are 3 easy steps to take when building a digital marketing strategy for your property management business. Follow these tips and you will see your conversion rate increase.
3 Steps for Growth
Step 1 – Making your website conversion-ready.
Website traffic is not that important. It’s all about conversions. if 10 people visit your site and 3 take action, that’s 3x times better than if 100 people visit your site and no one takes action. Therefore making a site that converts well is what’s important.
In the past website visitors were the goal. The more traffic you got the better. But what matters today is getting people to engage. To take some kind of action and connect with you. That’s the real key. But how does that happen?
By giving people a reason to take action. A website should have certain features that promote engagement. Offer a downloadable eBook that provides industry-specific information in exchange for an email address or contact info.
One of the highest conversion methods is to offer a useful tool on your website. It doesn’t have to be complicated software or an expensive feature. Simply providing a calculator where people can calculate savings with your product would be a great tool. There are lots of sites that offer the ability to add a calculator without any coding or software experience.
Offer access to an exclusive webinar or mini-course that’s only available in exchange for visitors contact info.
For real estate agents and property managers, there’s one thing that I would stay away from when it comes to conversion tools and that’s IDX. An IDX search is useless in today’s market. People are not going to your site for listings. They go to Zillow and Realtor.com – Period. Stop trying to be like them and do something different. Offer specific knowledge that is not available on those big sites. You have to bring value that they can’t get somewhere else.
Work on methods and strategies that will encourage people to take action and get engaged with your website. Don’t just put some information on a page and try to get a ton of traffic. Conversions and engagement are the keys to success in a modern website.
Step 2 – Developing your Brand
Building your brand is more important today than it has ever been. Because the internet is accessible to everyone it means the marketplace has become more crowded than ever. In order to rise above the noise and connect with an audience that cares, building your brand is imperative.
Having a recognizable image is important. So how do you build a brand? It starts by getting a clear and consistent message out to the places where your customers are. People need to see the same message and the same images over and over again before it starts to make an impression on them.
Your brand and your image are very recognizable to you because you are involved with it every day. But most people are new to knowing who you are. You will need to be delivering a consistent message with uniform images at a high frequency.
Where to start? Fortunately, there are tons of places online that a small business can take advantage of to develop their brand. You are already familiar with many of them, Google, Facebook, Instagram, LinkedIn. There are also review sites like Yelp, and Google places now called google my business.
There are also a myriad of other places available online that you can use. But what’s most important is that you go where your customers are going and get your brand in front of them.
To develop your brand you need to focus on two main things.
- A consistent image
- A consistent message
I always tell people the story about how I was walking through a shopping plaza one day on my way to a Starbucks. I was walking with my head down more focused on my phone that I should have been for someone walking through a public place. When I walked inside to get my coffee, I knew before even looking up that I had accidentally entered the wrong store. I could tell instantly that I was not in Starbucks, even though I was quite unaware of my surroundings due to the focus on my phone. How did I know? Because every single Starbucks in the world has the same exact design to all their stores. The lighting, the colors the designs, all a consistent image.
Having an image that is recognizable to people is very important. It lets people know they are in the right place, even if they aren’t on your website. When developing your online profiles make sure you are using the same logos with the same colors. If they allow you to upload images, make sure you are using the same images over and over again so people will recognize you when they see you.
A consistent message is also an important aspect to building a recognizable brand. If you are a real estate firm and you have one profile saying we are experts in listing homes for sellers and then in another profile talk about helping buyers, people can get mixed messages. Having one message across all areas of the web will serve you will in the long run when it comes to brand recognition.
When putting your image and your message out to the public through the various digital channels that are available to you and your business be sure to keep a consistent look and message throughout. That way people will be able to instantly recognize your company in the marketplace.
Step 3 – Promoting Your Brand
We discussed keeping a consistent message with your branding throughout your marketing efforts. When it comes time to get the word out about your brand, it helps to figure out ways to be creative. Saving money on marketing costs and improving your ROI with your advertising should always be one of your marketing goals. Let’s look at some creative ways real estate agents, brokerages and property managers can market their business.We are all familiar with the big search engines like Google and Bing. There are also the main social media sites like Facebook and Instagram, etc. But did you know there are plenty of other sites that can be even more effective?
There are other social networking sites that are specific to real estate. If you can make real connections on these sites, your conversion rates will be much better and your cost for customer acquisition will be lower as well.
For real estate agents and property managers, check out sites like BiggerPockets. You can connect with small real estate investors and those looking to invest in real estate. There are also sites like ConnectedInvestors and ActiveRain that allow you to create content, advertise and connect with users. The great thing about these types of sites ate that you know the users are already interested in real estate. If you can connect and provide some value you will see results.
You should also take your online efforts, offline!
Going offline to promote your online efforts can be successful too.
Chak out sites like Meetup. Since most real estate and property management businesses are local, checking out local meetup groups are a great way to promote your brand.
Most local meetups will allow anyone who attends to “ptich” the group with their services. This is a great opportunity to get in front of people who might be looking for exactly what you have to offer.
But don’t just go to the meetings and hand out your business card or plug your business name. A good strategy is to have a plan for sending these folks to your website. If you have a blog post or ebook that could solve their challenges or offers a way to help your customers, be sure to promote that exact content.
Stand up in front of the group and say, I just put together an article that discusses what the top 10 challenges are for real estate buyers in this market and how to solve them. Go to my website to read it.. at www….” By doing something like this you are actually providing value to the audience for free and expecting nothing in return. This will go a long way. If someone does go to your site and like what they read, they are much more likely to contact you. Since they are at home or at work reading your article, their guard will be down and any communication you do have will be more private than it would have been at the meeting.
This is a very effective way to promote your brand and your online marketing by going offline.
The key to all marketing is knowing who your ideal customer is, knowing what they want and where they are, then going there and providing them help in getting what they want. Eventually, you and your brand will become known to them and they will do business with you. You will be seen as the expert and your brand will grow.
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