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Property Management Companies Need to Blog

July 08, 2020

Blogging for Property Management Professionals

As we’re in the midst of a tough health pandemic that is crushing profit margins, more property management firms need to be able to reach more renters and landlords.

If you’re managing a property management services firm, communicating well is important. Although you may have some nice marketing pages on your company website and a neat and tidy Facebook page, these vehicles can’t produce the volume of traffic you need.

Blogging and social media posting are the top marketing communications vehicles now.  Perhaps the top value is simply the reach to your audience followed by how they help accelerate the lead or prospect into your sales conversion process.

Blogs and social posts communicate your business culture, prestige and value proposition to tenants and landlords.  Blogs catch attention, create impact, encourage engagement and get your UVP across.  Consistent blogging helps keep current tenants loyal and property owners satisfied.

Your company’s future is its marketing.  Blogging and social posting are the most efficient way to high volume website visitors and building your property management company brand.

In this post we discuss how to blog like a master.

More People are Online in 2020 Than Ever Before

More tenants and property owners and prospects read on the web than you’d imagine. In fact, one survey showed owners/investors learn about opportunities predominantly from surfing the web, more than from their advisors.

Reaching them, persuading them, and getting them to take an action could lead to significant new revenue and other excellent benefits. Blogging for instance, packs a lot of value in lead generation, branding, and customer engagement.

Sharing information on technology, rental trends, property management value, helps tenants and could create a continuous stream of new leads.  You must be blogging and sharing on Facebook and Twitter.

In fact, your blog is the most cost effective and versatile communications tool at your disposal.  To be good at it, you need to know why and how to choose topics and write your posts, so let’s explore that right now.

If you’re the usual landlord, property manager, realtor, or service contractor, you might believe blogging is only a marketing function. That’s an old school view.

Inexpensive but Highly Effective

Why are blogs so powerful? Because readers know blogs are where the real truth, news or value is.  It’s all about trust, transparency, authenticity, and relevance.  Google, Bing and Facebook organic traffic is plentiful and free, a great way to reach customers, landlords, and important influencers.

When visitors land on your site, they check your product/service, pricing, and location.  Then they read your blogs. If they do reach your blog, they probably believe you’re relevant to them, are looking for a reason to like you and take your company seriously. If you aren’t relevant, they wouldn’t be reading.

And they might be ready to contact you.

Facts that Reveal the Unappreciated Power of Blogging

blogging stats

Important Blogging Success Stats – Screen Capture courtesy of Hubspot.com

Blogging Isn’t Easy or You Would Have Mastered it By Now

Plenty of real estate and property pros blog because of the impact on sales. Yet too often, we see posts that don’t accomplish much in terms of traffic, engagement or leads. Consider the self-absorbed, “here’s our stuff” blog post, the tedium filler post, or the pointless news tweet, or yet another selfie on Facebook (Facebook and Twitter are microblogs).

How about blogging in a way that makes your company a credible and vital asset to your audience? Blog in a style that’s friendly, approachable, quietly authoritative, helpful, educational, timely, collaborative, and make your audience feel good. It becomes something they look forward to experiencing.

“Blogs can produce a thousand to tens of thousands of visitors per day. That’s 365,000 to 3 million visitors per year arriving via Google, Bing, Facebook, Duckduckgo, Linkedin, Twitter and other sites who mention your blogs.”

All Media is Fragmenting

We’re in the digital age, yet all media are fragmenting. They will continue fragmenting further, yet stuffed with standard, redundant content thus clogging the system. There’s more websites, more Facebook posts, tweets, Instagram photos, banner ads, email campaigns for smaller audiences.

Marketing messages are reaching fewer targeted people with less relevant, low impact content. Consumers are shutting them out. This is a significant problem for all businesses which is why skilled bloggers and content strategists are in demand.

It’s no small thing to create a customer. In property management, it is difficult to reach landlords, investors, or even your own current customers.

property management blog

Screenshot courtesy of harborpm.com/blog/

Using the Right Techniques

With the right techniques, your blog can attract visitors, engage them well, and encourage them to return. You can create a strong emotional connection and differentiate your company. Instead of being a victim to fragmenting media and high priced advertising, you have a free, direct channel.

Any value or good vibes they get from your blog, transfers to you and your company brand. Blogs build property management brand value. They can create laser focus so that customers clearly see why your company is the only one they should work with. They also build wide reach like a giant fishing net to capture hard to find prospects and brand ambassadors.

When you blog and do social media with a strategic purpose and a content strategy, you magnify the leads, sales, and customer loyalty.

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Communicating Real Business Value

In reality, blogging optimizes communications which enhances many aspects of business. When viewed this way, blogs can generate more real customer value rather than broadcasting product benefits. Good blogging + microblogging (facebook, instagram, twitter for marketing your marketing) can help strengthen weak parts of your business such as customer service, events, promoting neglected or unused assets, and finding new niche revenue opportunities.

Don’t blog for marketing promotion. Blog for business strength. Consider how inundated real estate pros are with all the automated messaging they’re receiving today. They want something that helps them with challenges such as costs, industry trends, new technology, hiring, finances and accounting, as well as tenant and contractor management.

For a landlord, it’s specific management skills and affordable solutions for their apartment building or multifamily development. Rental property investors want a highly competent asset manager who grows revenues and cuts expenses.

Blog to Get Exactly What you Want

Your blog content helps you communicate your unique value proposition and helps you get the exact kind of clients you really want. Avoiding bad landlords, investors and rental tenants is done through good branding and blogging.
There’s nothing stopping you from attracting disinterested, bored, but high quality prospects and taking them somewhere special.

Okay, so we’ve established that blogs should help get new customer leads, enhance loyalty, keep tenants informed, and build a strong brand that customers prefer.

How Do You Blog Really Well?

First, Prioritize Your Blogging Goals

  • reach lots of prospects
  • build lots of visitors and people who will share your posts
  • differentiate your company/brand and services
  • showcase your services and leadership
  • establish experience, authoritativeness, and solid service
  • grow sales revenue

Prioritize the Content That Aids Your Objectives

  • reliability — posts that show successful challenges faced and solved
  • cost effectiveness — case study showing how you lowered landlord costs
  • service excellence — explain your approach and hw it worked with a client
  • confidence and leadership — new accounts won, trade show attendance, seminars
  • relevance — specific key topics that related to landlords most vexxing problemIn-depth pieces — valuable insight, trends, industry knowledge, new tech services

Before you start writing, create a list of your goals and content pieces, ideas, keywords and objectives. This will help you avoid writer’s block and get focused.

How to Write Great Blogs

There’s brief blogs or long, epic blogs and each has their place.

There is a standard layout using 3 or 4 paragraphs, that lets you present 3 main points. This style keeps it very easy to understand. However, these blogs may be dull to read, overly predictable, be too short in length, perform poorly in Google rankings, and not get shared on social media.

blog post template

Infographic courtesy of Social Triggers socialtriggers.com/perfect-blog-post/

Don’t worry, you can learn to surprise, delight, and engage them in whatever format you choose.  The point as you’ll read here is making impact, being relevant, creating flow, and getting the key message across.

Creating A Blog That’s a Workhorse

A good blog needs an interesting topic and a good angle. You have to answer the question about why this would be useful and of interest to users. They’re pulled in by the intrigue of your title.

It’s essential that you use a good title because this gets seen in social media and Google search results. That title and your graphic might determine whether your post gets read or shared.

blog

An Example Post

Let’s say your blog is about management challenges in apartment developments on the city’s tough east side. Your title could be:

Title: Landlords Find Unique Solution for East Side Apartment Management Problems

First Heading: Evictions, Unit Damage, Unpaid Rent, Crime and more Plaguing Landlords

1st Sentence: The city’s east side is no place for property management wimps. The challenges for landlords and apartment building owners face makes these communities tough to generate a profit in. In fact, without help, many landlords face big risks and losses in face of looming rent controls.

2nd Sentence: Yet, Atlantic Property Management is taking property management to a new level, and its preventing these same problems and lowering property management costs. Atlantic’s new property management solution helps screen out bad tenants, collect better tenant information, streamline payment, report issues in real time, and make eviction quicker should landlords have to act.

Before using Atlantic property management’s solution, Ben Simmons, owner of 240 West 42nd St. apartment development was doing it old school…..

Catching and keeping readers before they bounce is important. Before you publish, take a look at your draft blog in a browser and see if it would please a reader.

Readers Scan Quick for Relevance

Landlords will see the value in reading it. Everyone scans a blog before reading. They’ll see the title first, see words like landlords, solution, unique, eviction, maintenance, technology, systems, development, revenue, issues, or streamline, and believe it’s worth it to invest the time to read further.

So the first part of your blog captures attention, uses a variety of relevant words, and establishes that it’s worth reading.

Supporting Content

You’ll need customer service stories, photos, charts, data, and videos if you can find or create any. Creating such content is a challenge but there are tools available to make it easier.

Before you create this material, consider how it relates to what you want to achieve — build brand, differentiate, point out essential services, remind clients of their biggest pain points, costs, revenue growth, and whatever gets them excited.

Within the post, it’s okay to use a call to action to show them you want their business. They may never act on these obvious CTA’s as they’re called. They just remind readers of why they’re reading — to acquire a solution.

Edit Strongly for Flow and Coherence

Writers’ should spend time to edit. After you’ve created the main content you have rewrite several times. The goal here is to make points clear, create nice flow, and cut out extraneous material that just confuses readers.

It’s a clean up job. You want it to be clear and to flow. People will stop reading when the flow is interrupted, or they get confused. Sometimes we writers can’t see the gaps in our story or presentation so it’s nice to have someone else read our drafts. Don’t forget to add some feel good comments or even dry humor to make it appealing.

“Negativity is dangerous because it gets readers in an analytic frame of mind, and that defeats your goal of making them feel good enough to hire you.”

Don’t publish your blog right away. Let it sit for at least a day, so you can come back to it fresh. This can really enhance the coherence and impact of your blog. Run through the details and ask yourself how this impacts and what details support your blog purpose.

The headings, keywords, photos, layout, all add to the impact on the reader. If you can present interesting topics, get a little newsy, and introduce the topic in an interesting way, you can make a big impact as a blogger. Then when you post on social media, the end results are even better in likes, shares and engagement.

Consistent High Quality Posts Build Reputation

One blog won’t achieve your goals. It’s the persistent message of unique value that makes an emotional impact. If you add value to readers over a long period, you increase their intent, trust and desire to hire you. That’s the best property management branding you can acheive — sustained long term relevance and value.

Be impeccably professional, optimistic and helpful and your blog will be a key business asset.

Remember you don’t have to be EPIC and move mountains with every post. Readers will enjoy your intent and how nice it is to read a pleasant article, one they can share on their FB page.

If blogging is simply too tough and time consuming for you, and you lack knowledge of SEO and content strategy, send me a message and perhaps I can help.

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