Do your property management systems include a proactive marketing strategy? Your marketing should be much more than a “for rent” sign on the street corner. By taking your marketing online and into the communities where you work, you can use a wide array of strategies to rent your property.
- Target your audience, target your marketing
If you don’t have a specific target market, you need to refine your focus. Understand the neighborhoods where you work. Who’s moving in, and who’s moving out? What do they value about that neighborhood? When you target your marketing initiatives, you’re more likely to find the right people for the rental.
- Get social
Social media plays a prominent role in the lives of tenants and prospects. Create social media accounts if you don’t have them already, including accounts like Instagram and Pinterest that focus on visual content and allow you to share photos of properties and neighborhoods. Maintain a consistent posting rate of several posts per week to maintain an active online presence, and post articles related to industry news and best practices along with advertisements for your properties.
- Use word of mouth
People will talk, and you can use this to your advantage. Ask your customers to write recommendations for your website, and give them incentives for sending friends your way. The more you can encourage them to give you a positive buzz in the community, the easier it will be to find new renters for your properties.
- Develop interest before you need to market
While your focus may be on renting today’s properties, you should be proactive and plan for tomorrow. Create email lists for different communities to gather a list of interested renters. Develop valuable community content for these lists to let people know about all of the wonderful parts of that community. Let them know what properties are available, as well.
- Connect with the community
If you have multiple properties in the same area, consider connecting with the community in a deeper way. Sponsor an activity at the local school or have a booth at a community festival. Hand out information in the community parade. By moving your brand into the public eye, you become a trusted source of rental properties that locals will recommend when their friends want to move into the area.
- Market a community, not a property
Different target audiences might value different amenities, but everyone values their community. That community means different things depending on your renters’ demographics. For young families, community could mean excellent schools and daycare, opportunities for inexpensive family activities, and safe neighborhoods. For seniors, community might mean libraries, recreation and seniors’ centers, and accessible walking trails. When you’re marketing a property you’re not just marketing that building, you need to market the entire neighborhood because that’s what your renters will value.