What are the successful digital marketing strategies for rental property? Residential property management is often seen as a face-to-face, local business model where traction is gained organically through physical marketing and referrals.
And while solid local networking is certainly a component, don’t underestimate the role of digital marketing. Property managers and landlords who invest in digital marketing often see an exponential bump in their results.
Why Digital Marketing?
Digital marketing isn’t just a nice complement to offline marketing and referral-based networking. It can provide a steady stream of leads and opportunities for new deals (when properly executed).
Digital marketing, which encompasses a variety of different online marketing techniques like social media, email, search engine optimization (SEO), and PPC advertising, is a very cost-effective option that provides significant reach.
In this article, we will explore various digital marketing strategies that can help property managers and landlords thrive in this digital age. From leveraging SEO and content marketing to getting the most out of social media and advertising, the aim is to give you a comprehensive understanding of how to navigate the digital realm for increased success.
4 Digital Marketing Strategies for rental property
These 4 Digital Marketing Strategies Rental Investors Grow. Digital marketing success is predicated on understanding who your target audience is and what behaviors they have.
Are they active on social media? If so, which platforms do they use most frequently? Do they rely on email for communication, or do they prefer text messages or direct messages through social media? Do they research potential properties on listing websites?
You can find most of this information through online research and digging around where your audience spends time (including message boards and social media groups).
Knowing the answers to these questions will help you put yourself in the right place so your message has the greatest chance of cutting through the noise.
If you aren’t going to hire a property management company to oversee your digital marketing, here are a few strategies that will help you take a DIY approach and gain a leg up in the digital marketing game:
1. Invest in a Local SEO Strategy
When people want to find a place to rent, where’s the first place they go? Most people start with Google. If you aren’t prioritizing Google search, you’re facing an uphill battle when it comes to generating leads and prospective renters. The best way to catch up is by investing in local SEO.
SEO is basically the process of making your website (and any other online pages, including listings) more visible in the search engine. When done right, SEO can significantly increase your website’s visibility, driving more organic traffic—meaning visitors who find your website through unpaid search results.
This increased visibility can lead to more potential leads, making SEO a highly effective and cost-efficient digital marketing strategy.
2. Develop Quality Content
In order to win the SEO game and turn site visitors into conversions, you need quality content. This is done by implementing a content marketing strategy.
In the context of property management and rental property investing, content marketing can help you build trust with your audience and establish a stronger message that resonates with them. There are several different types of content that work well, including blog posts, infographics, videos, and email newsletters.
3. Master Social Media
Social media can serve multiple purposes for landlords and property managers. These networks can help showcase available properties, provide customer service, gather feedback, and even humanize your brand by sharing behind-the-scenes content or highlighting your team.
When used effectively, social media can increase your brand’s visibility, strengthen relationships with your audience, and ultimately, boost your bottom line. The key is to focus on quality over quantity. There’s no need to develop profiles on five or six different social media apps and try to be everything to everyone.
Instead, pick one platform – such as Instagram or Facebook – and focus 100 percent of your social media energy on that platform. It’s better to build a small yet engaged audience than a large, generic audience that doesn’t feel any connection.
4. Supplement With Paid Advertising
Quick question for you: If you had an ATM that spit out a $20 bill every single time you put a $10 bill in, how many $10 bills would you put in per day?
The answer is obvious: As many as you possibly can!
Well, once you dial in paid advertising, it basically acts like a cash machine. You pay a certain amount of money to acquire a lead, which ultimately becomes worth more than it cost you to acquire.
So while many real estate professionals are leery of advertising because it costs money, you have to play the long-term game. Sacrifice some money on the front end, get good at paid advertising, and reap the rewards on the back end.
Get Ready to Scale
These are the 4 digital marketing strategies for rental property owners for successful businesses. Digital marketing could be the missing ingredient you’ve been looking for as you aim to get in front of more prospective tenants, grow your portfolio, or connect with real estate professionals. The more you prioritize digital marketing in the months ahead, the more success you’ll have!
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