Every property manager knows that attracting dedicated clients can be a pain. You’ve got amazing service, but letting the world know is another story. Fortunately for you, we’ve got six great marketing strategies that can turn things around. From leveraging social media to gathering positive reviews, these tips will keep your business bustling!
In today’s competitive short-term rental market, having a strong property marketing strategy is essential for attracting guests and maximizing occupancy. Whether you’re managing one property or an entire portfolio, effectively marketing your listings can make all the difference. With SummerOS, a comprehensive platform designed for property managers, you can streamline your operations, optimize your marketing efforts, and manage your entire business in one place. From lead generation to portfolio growth, SummerOS gives you the tools and insights to elevate your property marketing strategy and stay ahead of the competition.
The best property management marketing strategies are as follows.
1. Content Marketing: Best for Building Authority
Content marketing is every property manager’s secret weapon for attracting and engaging clients. It lets you show off your services and establish yourself as a trusted figure in the industry.
What’s great about fleshing out a content marketing strategy is its ability to create a sense of community in an organic and authentic way. There are so many creative ways to do so as well. For example, sharing DIY tips or interior design before and afters, or publishing stories from your current clients.
The costs for content marketing don’t have to be crazy, and you can start creating meaningful content even on a very small budget. So, if you’re doing it yourself, it will mainly take time and effort. However, hiring professionals for content creation (such as writers or photographers) can be a hefty investment.
No matter which route you take, content marketing needs consistency and time. It’s definitely not the quickest fix, but if you want to see a rise in your engagement and gain loyal clients over time, then work on creating a solid content marketing strategy as soon as possible.
2. Social Media Marketing: Best for Interacting with Customers
Social media is a must for property managers because it allows you to reach a massive audience with minimal investment.
Social media engagement can reach people all over the globe. It makes your services more accessible, lets you engage with your audience in real time, and allows you to respond to inquiries quickly to build a loyal following.
With social media, you can easily show your business’s unique features through high-quality content. Platforms like Instagram, Facebook, and Pinterest are perfect for sharing photos and client reviews, while YouTube and TikTok are great for longer video content.
While it’s possible to be active on multiple platforms, keep in mind that each platform requires time to curate. Investing in targeted ads or hiring a social media manager will also cost more money, especially if you plan to be active on multiple platforms. However, these can boost your reach and effectiveness exponentially.
3. Search Engine Optimization (SEO): Best for Organic Traffic
SEO should be your first step in getting noticed online. It helps your website get at the very top of search results, driving organic traffic to your site without the need to pay for advertising.
Someone searching for short-term rental managers in your area is already interested in what you have to offer. All you need to do is to make sure that they find your website at the top, which is where optimization comes in.
SEO isn’t expensive, and is relatively easy to learn, but it does take time to learn SEO best practices, research keywords, and optimize your content. Alternatively, you can hire an SEO expert to handle it, because it requires tweaks to stay updated with search engine algorithm changes.
If done right, SEO has a high potential for long-term results. Once your website ranks high in search results, it can continue to attract traffic and clients with minimal effort on your end.
4. Email Marketing: Best for Reaching a Wide Audience
If you want a more personal way to connect with potential and past clients, email marketing is the way to go. Emails let you talk directly to your audience, and a strong email list is a great tool to keep your services top of mind.
Generally, it’s also pretty cost-effective, though you’ll need an email marketing platform to make things easier. Fees depend on the size of your email list and the features you want. You'll also need to invest time in creating engaging content and managing your campaigns.
The real strength of email marketing is how it creates genuine connections between you and your audience in a very flexible and creative way. You can share updates about your services, exclusive offers, and even local recommendations for partner businesses.
Just remember to keep everything helpful: personalized emails make clients feel valued, but spam will turn even the most enthusiastic of potential patrons off.
5. Networking: Best for Making Professional Connections
Don’t disregard the power of traditional networking when it comes to marketing your services. Not only is it a tool for expanding your reach, but it also helps establish your brand in the market. Building relationships with local businesses and others in the industry can lead to business opportunities and even more clients.
Networking doesn’t have to be in person either. There are numerous online groups you can join on Facebook, LinkedIn, and even platforms like Airbnb. Usually, there aren’t any costs associated with joining these groups, except for your time and any fees for attending events.
More than just for your business, networking has the potential for personal growth as well. Engaging with others in the industry can lead to new ideas that you might not have thought about otherwise.
However, as you can imagine networking can be time-consuming while requiring a lot of interpersonal skills. But, done effectively, and it can open a lot of new doors for you.
6. Client Reviews: Best for Building Social Proof
Reviews are crucial when it comes to building credibility with future clients. Positive reviews are powerful social proof for potential clients to know that others have had great experiences with your services. This can sway their decision, especially when comparing options.
Unfortunately, this system is unfair to newcomers in the field. New property managers won’t have a solid review base, and without positive testimonials they can struggle to compete with established companies.
It isn’t impossible to break into the market, but it does highlight the importance of actively seeking reviews from early clients. Encouraging your first few clients to leave honest reviews can help level the playing field, but it involves following up with them after a few months and occasionally offering incentives like discounts on future services.
Responding to reviews, both positive and negative, is also important. It takes a lot of effort to maintain a good online reputation, but positive reviews will significantly impact your business and exponentially increase your conversions in the future.
Bottom Line
Running a popular property management company requires more than just luck and good service. It takes consistent effort, especially if you’re aiming to get your business to stand out amongst the sea of competitors. But, by implementing these six marketing strategies, you’ll be well on your way to attracting more property owners and ensuring your services are always in high demand.
Whether you manage a few vacation rental properties or a national portfolio, SummerOS turns your daily tasks into effortless, automated processes so you can scale your business with confidence. Are you ready to take your vacation rental management from reactive to proactive?
