Social media can grow your rent roll — Property Management & Me podcast episode 16


Social media can grow your rent roll — Property Management & Me podcast episode 16

In today’s digital age, social media is not just a tool for socialising but a potent instrument for businesses to enhance their visibility, credibility and ultimately, their success. For property management companies, leveraging social media can significantly impact rent roll growth, by creating rapport and relatability with customers. Here’s how:

1. Utilise micro-conversions

Micro-conversions are small steps a potential client takes towards becoming a customer, such as liking a post, commenting or sharing. These actions, while seemingly minor, are significant steps toward building a relationship with your audience.

Having a steady stream of micro-conversions for customers to follow ensures they are nurtured from first interaction to final close, building that all-important pipeline of prospects for healthy inbound leads.

Top tips:

Include call to actions

Encourage your audience to engage with your content through clear calls to action. This could be as simple as asking a question to provoke comments or inviting them to subscribe to your newsletter.

Engage in conversations

Use these interactions as opportunities to start meaningful conversations, showing your audience that there are real, approachable people behind your brand.

2. Embrace content marketing

Content marketing, a subtle yet powerful approach, allows businesses to offer valuable information to their audience, paving the way for a relationship built on trust and expertise. This strategy involves creating and sharing relevant content to attract and retain a clearly defined audience — and eventually, drive profitable customer action.

Content marketing allows Property Managers and BDMs to build credibility and trust, as well as showcase results and experience, building all important rapport with their target audience and potential clients.

Top tips:

Create valuable content

Focus on providing information that adds value to your potential clients’ lives. This could range from property maintenance tips to market trends, helping them see you as a knowledgeable and helpful resource.

Trial diverse content formats

Utilise a mix of formats, such as blog posts, videos and infographics, to cater to different preferences and increase engagement.

3. Consistency is key

In the realm of social media, consistency doesn’t necessarily mean daily posts but maintaining a regular presence. Plan your content calendar to ensure a steady stream of content that keeps your audience engaged and informed. The Rule of 7 explains a customer should encounter a brand’s marketing messages at least seven times for it to impact decision making.

Top tips:

Establish brand consistency

Ensure your social media profiles reflect your brand’s voice, tone and aesthetics consistently across all platforms.

Create a regular posting schedule

Aim for a balance in your posting frequency to keep your audience engaged without overwhelming them.

4. Leverage the local community

Your local community is a goldmine for content that can resonate with your audience. Participate in local events, highlight local businesses or share local news to showcase your involvement and commitment to your community. The impact of personal referrals and face to face networking cannot be over-emphasized!

Top tips:

Collaborate with local businesses

Partner with local businesses for cross-promotion on social media. This can help increase your reach and establish your presence in the community.

Engage with community events

Share your participation in community events, or even better, host your own. This not only provides valuable content but also strengthens your ties with the local community.

5. Fun and relatability is paramount

Don’t shy away from adding a personal touch to your social media presence. Sharing behind-the-scenes glimpses of your team or office life can make your brand more relatable and approachable. People want to do business with people, so let your personality shine.

Top tips:

Showcase your team

Let your audience meet the people behind the properties. This humanises your brand and can foster a stronger connection with your audience.

Share your successes

Don’t hesitate to share your achievements and milestones. This not only serves as social proof but also celebrates your growth with your community.

Social media offers a powerful platform for property management companies to grow their rent roll. By providing valuable content, maintaining consistency, engaging in meaningful interactions, leveraging the local community and adding a touch of fun and personality, you can effectively use social media to attract and retain clients. Remember, the goal is to build trust and establish your company as a go-to resource in property management, ultimately leading to rent roll growth.

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