If you’re growing your rent roll, content marketing is a powerful growth strategy. But what exactly is content marketing? At its core, it’s about creating and sharing valuable, relevant, and consistent content to attract and retain a clearly defined audience (landlords and potential landlords). By focusing on delivering content that answers their questions, addresses their concerns, and offers insightful solutions, you position yourself as a property management service, but also as a knowledgeable expert in their property investment journey. This approach elevates your brand above the competition and fosters trust and loyalty, key drivers for sustained rent roll growth.
Whether it’s through informative blog posts, engaging social media updates, or insightful newsletters, effective content marketing can transform the way landlords in your local market perceive and interact with your property management business.
There are 5 key tips you should know, if you’re going to use content marketing to attract landlord clients and grow your rent roll.
1. Deliver Value in Your Content
Providing genuine property investment information is the cornerstone of attracting and retaining landlord clients. Think about what keeps your clients up at night. Maybe it’s keeping their properties occupied, understanding legislative changes, or maximising their rental yield. Address these concerns through your content. Share insights, market trends, and practical tips that resonate with their needs. Remember, value-driven content demonstrates your expertise while building trust, a critical factor in any client relationship.
2. Share More Than You Think You Should
A common hesitation in content marketing is the fear of giving away too much. However, in property management, sharing your knowledge generously can set you apart. Landlords are unlikely to turn into DIY property managers simply because you’ve shared some insider tips. Instead, they’ll see you as a knowledgeable and trustworthy resource. Break down complex property laws, share case studies, or offer guidance on property investment strategies. This openness positions you as an expert, and builds trust, even if the landlord hasn’t ever met you before.
3. Consistency is Key
Consistency in content marketing doesn’t necessarily mean posting every day. It’s more about maintaining a rhythm that’s sustainable for you and expected by your audience. Whether it’s a monthly blog post, a regular newsletter, or 3 social media posts each week, choose a pace that allows you to produce high-quality, informative content. Consistent, quality content helps keep your brand top-of-mind and shows potential clients that you’re a committed and reliable property management expert.
4. Experiment with Different Content Types
Not all landlords prefer reading lengthy articles; some might enjoy quick tips on Instagram or in-depth guides in an email newsletter. Experiment with various content formats – videos, podcasts, infographics, or webinars – to see what resonates best with your audience. This helps in understanding your clients’ preferences and also keeps your content fresh and engaging. Remember, diversity in content types can broaden your appeal and keep your audience engaged over time.
5. Collaborate with Referral Partners
Building relationships with referral partners such as mortgage brokers, conveyancers, financial planners, accountants, and tradespeople can be a game-changer. These collaborations can save you time in content creation and improve your reach. For instance, a joint webinar with a financial planner can provide your audience with valuable insights while exposing you to a new audience. Additionally, shared content like guest blog posts or social media shoutouts can enhance your credibility and broaden your network.
Effective content marketing for property managers isn’t just about frequent posting; it’s about delivering value, sharing knowledge generously, staying consistent, experimenting with content types, and collaborating with industry partners.
Using these 5 tips, you’ll attract more landlord clients and grow your rent roll, all while establishing yourself as a thought leader in the property management space.
Need more help with your content marketing? We’ll be talking all things content creation inside The Social Summit.
