Property managers are always on the lookout for new ways to find tenants and market properties to new clients. Email marketing is an often overlooked form of advertising to clients, and many property managers feel stumped on where they should even begin. You can use email marketing to generate leads, catch up with existing clients, or simply market your services. For this reason, we put together a list of essential email marketing tips for property managers.
Emails are an underutilized form of marketing for property management
Regardless of what business you are in, it’s always important to stay one step ahead of the competition. In today’s world, the average user is constantly bombarded with ads, so it’s essential to tap into a form of marketing that isn’t oversaturated. From our experience, many managers neglect emails, and it can be the advantage you need.
Gather leads for email marketing
In order to leverage the benefits of email marketing, you first need to have a base of subscribers to whom you’ll send your emails. Firstly, start with identifying your target audience and who you want to reach with other forms of marketing. Find out where those users hang out online and craft a marketing campaign specifically for that channel or platform. While many forms of marketing can be used to generate leads, you shouldn’t forget to engage the people who visit your website in online chat to boost your conversion rates.
Social media is a great place to promote your business, and you can start marketing there before you lean into email marketing. Advertising on social networks will not only generate leads, but will also boost your company profile and give you more followers. Realistically, you don’t need too many leads to start an email marketing campaign. However, getting more people interested in your services definitely won’t hurt.
Another benefit of advertising on social media is that they are primarily a visual form of interaction. Pictures go hand in hand with real estate marketing. Including photos of the properties you are renting is one of the essential email marketing tips for property managers, and you should use high-quality images across all forms of marketing.
Sort leads into lists
Not all leads are going to be the same. Some are simply going to have more value for your company, and pursuing them represents a better ROI. Create lists of high-profile leads and focus more time and attention on them to achieve the best results.
On the other hand, you probably won’t use the same marketing approach for different audiences. You don’t market the same types of properties to singles, couples, or families with children. Once you are done sorting leads into lists, you can develop separate marketing campaigns for each. An individualized approach is easy and cheap to pull off through email marketing.
Automate writing emails
People who aren’t familiar with email marketing might get scared after learning how many different emails they need to write for each campaign, especially if they are marketing to different demographics, as we previously suggested. Thankfully, you can use CRM software to automate the process. You should still handle some emails personally, but some of them don’t need to be handwritten. This can end up saving you a lot of time which you can use to follow up on other leads and contact clients directly. You can also use CRM software to set reminders to make sure you contact users in a reasonable time frame.
Offer something in your emails
You can use email marketing to contact users with specialized discounted offers. This can be especially handy if you set a reminder when a tenant’s lease is up for renewal, and you want to sweeten the deal to get them to stay on the property. However, you need to keep in mind that if you are always contacting your users about sales, they will quickly become disinterested and unsubscribe from your email list.
You can engage users by including interesting or valuable content in your emails. Tips and guides probably work the best, and you can put them in a regular newsletter that you send out to subscribers. Consider hosting that content on your website because that can represent an excellent way to engage users and boost traffic to your pages. Content marketing will also let you rank higher on Google’s search results, which will further increase your organic traffic.
Build a relationship with your clients
In every business, it’s crucial to build a relationship with current and prospective clients. It will help them feel valued and appreciated and build trust in your brand. Email marketing is a great way to stay in touch with customers and follow up on leads before they go cold. Of course, you shouldn’t only rely on emails, and you can use other forms of communication to make your website visitors feel welcome. Adding a chat function to your website is excellent for engaging users and getting them to subscribe to your email lists.
Unfortunately, not everyone you’ve put on your email marketing list is going to be thrilled to receive constant messages from you. Be mindful that you don’t flood the inboxes of your leads and clients, since that will only annoy them and cause them to unsubscribe. You should also give users an easy way to get off your mailing lists or just remove them yourself if they have been inactive for a long time.
There are many benefits of using email marketing to reach users and remind them of your services. It’s fast, cheap, and can be automated using the right software tools. Emails can be especially effective when combined with other forms of advertising. However, you should pay attention to the essential email marketing tips for property managers we’ve outlined in this article to make your marketing efforts worthwhile.