If you’re new to property management or are looking to take your first steps, then here are some useful tips on how to create an online marketing plan. You’ll learn some of the dos and don’ts of marketing property management digital materials.
Focus On The Basics
At the beginning, you’ll want to set aside some time to study and understand the fundamentals of marketing. Do some research on what marketing mix works best for your product or service and build on that. Create a brand guide and business plan to establish your company’s identity. Ensure that all your marketing materials (print and electronic) reflect this brand identity and make it easy for anyone walking in the door to understand what your business is about. Think of the following questions:
Who are your target customers?
Who is your target audience? Who are the people you’re designing your products and services for? Consider first time buyers, existing customers, non-customers (people who have never heard of your business). Generate names, profiles, and personalities for each of these customer segments. If you have a business partner, get their take on the target audience as well.
How is your product or service different from the competition?
What makes your product or service special? What makes you stand out above the rest? Your answer to this question will determine how you present yourself online and in other marketing materials. You want to position yourself as the supplier of choice for your market niche. Your product or service should be of high quality and offered at a good price. Create a value proposition that answers the question: “Why should someone buy your product or service?”
How will you find new customers?
Where will you find clients to purchase your product or service? The answer to this question should align with your target audience and match the resources you have available. You might decide to pursue organic growth via social media or build a small business website with a blog. If you want to grow your business rapidly, then you might consider paid advertising or getting in touch with local businesses to see if they need help.
Where will you advertise?
There are a number of places you can advertise, but you want to take your time deciding where to focus. You want to consider the reach of your target audience and the response you’ll get from each location. If you’re just starting out, then it might be best to focus on online platforms like search engines and social media. Consider paying for advertising on Google and Facebook.
What will your return on investment (ROI) be?
The return on investment from digital marketing and advertising is quite straightforward: you’ll get a return based on the amount you spend. For example, if you spend $500 on marketing and that results in $1000 of revenue, you’ll have a 100% ROI. Calculate your ROI based on what you spend and what you achieve, and you’ll have a clear sense of whether or not your efforts were worth it.
Depending on your product or service, you might want to consider doing some research to find the right marketing mix. For example, if you manage properties and are looking for new customers, then you might want to consider doing some social media marketing. If you sell residential real estate, then you might want to consider doing some lead generation via SEO (search engine optimization). Each of these marketing methods has its benefits, so it’s important to understand which one will work best for your business.