8 ways to attract new property owners in 2022 

Article by PropertyMe 6 July 2022

As a Property Manager, you offer an immense amount of value to property owners by simplifying their lives and effectively managing their investments. However, with over 43,000 real estate businesses in Australia alone, it can be difficult to attract not just new owners but also the right type of owners to grow your business.

Just how do you attract new property owners to your business?

Attracting new property owners to your business is all about making your Property Management business stand out from competitors. Therefore, we’ve compiled eight ways to attract new property owners to help you grow your business, which range from building your website to establishing an online presence. 

Without further ado, here are the eight best ways to attract new property owners.

1. Build a quality, mobile-friendly website

Consider your website as the front door of your business. It’s the first thing that people see when they find you online, so you want to ensure that it reflects your business and what you have to offer. 

The easier it is for property owners to find your website, the more likely they will step through the door. This means you have to build and optimise your website with search engines in mind, like Google, Bing and Yahoo, so that property owners find your website when they search for relevant queries such as “Property Management business near me”. This will require search engine optimisation (SEO), or the optimisation of your website content to ensure it includes relevant search queries, or keywords, related to property management, your service offering and geographic location. Not sure which keywords to use? Here’s a guide on how to do keyword research for SEO.

Similarly, as over half of all online searches are conducted using mobiles and Google indexes website’s mobile pages first, it’s essential to ensure your website is mobile friendly. The best way to do this is by adopting a responsive design for your website which automatically adjusts to suit the person’s screen size, whether you’re using an iPhone, iPad or Google Pixel smartphone. While there are several ways you can make your website mobile-friendly, Google has its own mobile-friendly test to give website owners personalised recommendations for improving their mobile sites which is convenient for Property Managers.

2. Provide free, quality content for owners

When developing content for your website, it’s important to create consistent, quality content for property owners to show how you can help simplify their lives. This can be in the form of landing pages, frequently asked questions, blog posts, longform guides, whitepapers or resources to 

This not only helps with SEO, but it also gives you the opportunity to establish yourself as an authority and a thought leader in the Property Management industry which helps to establish credibility, build trust with property owners and generate leads in the long-run.

Additionally, you can send out regular e-newsletters, either weekly or monthly, to provide useful information to property owners such as monthly round-ups of the best blog posts or free downloadable content. This will also help to keep your business top of mind and help to generate leads. 42 per cent of companies consider email to be one of their most important lead generation channels, which makes it an essential part of any Property Marketer’s toolkit.

3. Establish an online presence 

Google processes 3.5 billion searches every day, or 1.2 trillion searches per year, which is a lot of people looking for information every second of the day. Most people start their customer journey by searching for information online, which is why developing your online presence is crucial to attracting new property owners. 

Not sure where to start? Well, be sure to list your business on online directories, like Google My Business, Bing Places and Apple Maps, so property owners can find you when conducting “near me” searches. Also, create profiles for your business across the social media platforms (Facebook, Instagram and LinkedIn), so you can attract and engage with new property owners. 

If you have a bit more time to create social media content, then you also might want to try TikTok. It’s now the sixth-most used platform in the world, with one billion active users, so using TikTok gives your business the opportunity to expand your brand reach. The greater your online presence, the easier it is for property owners to find your website and engage with your business. 

Having active social media channels also gives you another platform to share your content, such as blog posts, guides and even your listings. You can share this content across your social media channels to amplify your reach, establish yourself as a thought leader and set yourself apart from competitors. 

4. Expand your network

Networking is important for any Property Manager, but especially when you’re looking to attract new property owners to your business. There are plenty of Property Management groups, associations, forums and networks online on platforms, such as LinkedIn. Not only will they help you keep up with industry news, but you can also contribute to conversations to showcase your industry knowledge and expertise.

However, networking online is not enough. Networking offline is crucial to your reputation in and around your community. Attending industry networking events is an effective way to meet new property owners, while volunteering and participating in local events will also help you to build relationships within your community. 

Word of mouth is very powerful, so the more people you know and the better your reputation among them, the more owners you can attract.  

5. Provide an Owner Portal and App

Providing an Owner Portal is a way to set yourself apart from other businesses and attract new property owners. With an Owner Portal, property owners can enjoy the convenience of logging in and checking on the status of their properties at a glance. 

PropertyMe’s Owner Portal also allows owners to easily view, download and print important documents about their properties, such as their financial statements, photos, bills and scanned documents. With the new app launching shortly, you’ll provide your clients with an even better customer experience. All while reducing your inbound calls, thanks to the easy access to information owners now have.

Not only does this functionality facilitate communication and increase transparency, but it also provides peace of mind for owners. They’ll be able to rest easy knowing that their property is in good hands and they have the documents they need at their fingertips.

6. Invest in paid marketing

Marketing is essential for building brand awareness, keeping your business top of mind and attracting leads.

Besides promoting your business on social media, email and your website, investing in paid marketing will help to increase your reach and exposure. While there are several avenues you can go down when it comes to paid media, Google Ads and Facebook Ads is a good place to start. These platforms allow you to target specific people based on their keywords used, geographic location, demographic and more – so you can target the right leads.

To attract new property owners, be sure to create ads with their pain points in mind, such as simplifying their lives or selling their properties. Consider how you can simplify their lives and use imagery and copy to communicate your business’ value to them. Make sure to include a specific call-to-action to encourage them to engage with your business e.g. call now.

7. Use cloud Property Management software

Not using property management software is one of the biggest mistakes a Property Manager can make. Compared to legacy software, cloud property software allows for automation, streamlined processes and access for property owners anywhere, anytime. 

It also means that you can simplify your workload and use all the extra time to promote your business and attract new property owners instead. 

Meanwhile, using cutting-edge Property Management software will benefit your business by showing property owners that you’re innovative, organised and professional. 

8. Implement a referral program

According to a study conducted by Nielsen, 83% of respondents say they trust the recommendations of their friends and family. Similarly, customers who are brought in through a referral program are 18% more loyal than other customers. That’s why referral programs are effective for attracting new customers and prospects.

As a Property Manager, you can implement a referral program that rewards the referrer once the property owner signs up for your services. This can be in the form of credit on their accounts or cash-backs as an incentive for both parties. 

By providing an incentive to the referrer and new property owners, you can not only attract new property owners but also retain your existing clients. It’s a win-win.