Introduction. 8

Chapter 1: Importance of Marketing for Growth. 9

Marketing Is an Effective Way of Engaging Customers. 9

Marketing Helps Build and Maintain Your Brand Identity. 10

Marketing Helps Build a Relationship Between Customers and Businesses. 12

Marketing Works as a Communication Channel 12

Marketing Helps Increase Revenue. 13

Marketing Helps Your Business Remain Relevant. 14

Marketing Opens New Doors. 15

Marketing Helps You Make Informed Decisions. 15

Why Online Marketing is so Important. 16

Stand Out from the Competition. 16

To Meet Clients and Renters Where They Are. 17

To Step Up Social Media. 18

To Secure Better Leads. 19

Chapter 2: Optimize Digital Strategy. 20

How to Improve your Website. 20

Keep it Simple – Check-Out Other Websites. 20

Remove Clutter from your Website. 21

Include Social Share and Follow Buttons. 22

Implement Call to Actions. 22

Use Images. 23

Navigation. 23

Don’t be Afraid of White Space. 23

Mobile Optimization. 24

Make Sure you are Found. 24

Never Stop Testing. 25

Cleanup Website Annually. 26

Improving Your Social Media Presence. 27

Choose the Right Platform.. 27

Show up and Engage. 28

Determine a Strategy. 29

Create a Content Creation Plan. 30

Minimize Promotions. 31

Watch the Right Metrics. 31

Tips for Working on Local SEO.. 32

Claim Business Listings. 32

Add Location Page to Website. 33

NAP Consistency. 33

Attain Reviews. 34

Create Local Content. 34

Acquire Backlinks from Partners. 34

Utilize Social Media Platforms. 35

Chapter 3: Utilize Reviews and Referral Programs. 36

Why Referrals Matter. 36

How to Get Referrals Automatically. 37

Form a Personal Bond. 37

Ask the Right People for a Referral 39

Provide Superior Customer Service. 39

Know When to Ask for a Referral 40

Give an Incentive for Referrals. 41

Do a Special Favor. 41

Share Your Ideal Client Profile. 42

Utilize Rejections. 43

Strategies to Promote Positive Client Recommendations. 43

Provide Different Sites to Leave Reviews. 45

Optimize Content. 47

Create Incentives. 48

Respond to Every Review.. 48

Share Positive Reviews. 48

Give Your Customers a Positive Review First. 49

Host an Event. 49

Chapter 4: Participate in Your Community. 50

Undeniable Benefits of a Community Based Brand. 50

Increase Sales. 50

Build Loyalty. 51

Brand Advocacy. 51

Provide Support. 51

Form Relationships. 52

Track Behavior. 52

Stay in Control 53

Reduce Costs. 53

How Property Managers Can Build Their Own Community. 54

Give It Time. 54

Start with Your Team.. 55

Be Active in Your Community. 55

Involve Customers Via Video. 56

Develop Value-Driven Presence on Social Media. 56

Create Content Worth Sharing on Blogs, Email and Social Media. 57

Chapter 5: Become a Thought Leader. 58

The Benefits of Thought Leadership. 58

Thought Leadership Feeds Publicity. 59

Thought Leadership Builds Trust and Credibility. 59

Thought Leadership Builds a Community. 59

Steps to Establish Yourself as a Thought Leader. 60

Figure Out What You’re an Expert In. 60

Create Content in Your Voice. 60

Drop the Self-Promotion for a While. 61

Be Consistent in Your Updates. 61

Understand the Use of Video. 61

Don’t Limit Yourself to Your Blog. 62

Surround Yourself with a Good Team.. 62

Conclusion. 63

Marketing Helps Build and Maintain Your Brand Identity

The growth of your property management business is positively correlated to the reputation you have as a brand. It is fair to say that your brand equity is determined by your reputation in the eyes of potential consumers. Considering the significant role of brand reputation in delivering more business opportunities, most marketing activities should be geared toward building equity for your brand.

While you can build your reputation in the eyes of current consumers by repeatedly meeting and exceeding their expectations, the criteria is a bit different when it comes to future customers. Your business’s reputation is built through how you engage with customers online. Additionally, testimonials play a significant part in influencing a positive reputation. Reviews and testimonials give you the vote of confidence that consumers need. We all want positive reviews, but negative reviews can be a gold mine if you look at them as an opportunity to explain how you do business.  Always address the negative review head-on professionally.  If future clients see that you are professional, and your response is how the client would have responded, you are gaining hearts and minds of future clients.

Remove Clutter from your Website

The presence of clutter on your website can detract your customers from the message or the value that you are trying to convey to them. Content that is too long, complicated animations and stocky website images, too many font styles are just a few examples of items that can take attention away from your website.

Your online audience has an attention span of barely 8 seconds. Keeping this information in mind, you need to be respectful of people’s time constraints and get to the point. This can be done by breaking your content into sections, coupled with applicable images with concise and clear headers. Avoid jargon and present your information clearly.

Know When to Ask for a Referral

Just like knowing who to ask for a referral or testimonial, you should also know just when to ask for one. A good time for property managers would be just after they have settled issues with a tenant or done something that exceeded their client’s expectation. When that happens, you can ask your happy client to give you a positive testimonial on whichever platform you prefer. Listen for the opportunity to ask for the referral.  When a client whether a property owner, tenant or vendor gives you or the company a compliment or is super happy with an outcome that is the time to ask. Provide lots of ways to get the testimonial.  Don’t make your clients jump through hoops to give the review.