Maximising Rent Roll Growth Through Content Marketing

Nowadays, content marketing is a bit of a buzzword. But it’s also becoming an important strategy for businesses looking to maximise their rent roll growth. As the property management industry becomes increasingly competitive (hello changing legislation… and landlords wanting lower fees), staying ahead requires more than traditional marketing methods. Content marketing offers a powerful, cost-effective way to build trust, engage with potential clients, and establish your brand as an authority in the market.

The Importance of Content Marketing in Rent Roll Growth

Content marketing is essential for a bunch of reasons. Firstly, it helps build credibility and trust with your local market and position yourself as a thought leader in the property space. By consistently providing valuable, relevant content, you position yourself as an expert in the market. This is particularly important in property management, where trust and reliability are key factors for landlords when choosing a management service. If you want landlords who will consider your service levels and not just your fees, this is how to give them something else to consider beyond just asking for lower fees. Beyond that, content marketing enables you to establish a significant online presence. Search engines favour websites that publish high-quality content on a regular basis, which means better rankings and more traffic to your site. This increased visibility can lead to more landlord inquiries and, ultimately, more properties in your rent roll.

5 Practical Tips for Creating Engaging and Valuable Content

Creating engaging and valuable content is easier than you might think. Here are some practical tips to get you started:

  1. Know your audience: Understand the needs and pain points of your landlord audience. For instance, landlords and property investors often seek advice on maintaining rental returns, tenant retention, and legal questions. Tailoring your content to address these issues will resonate with your audience and keep them coming back for more.
  2. Diversify your content: Don’t stick to just one type of content. Mix it up with blogs, videos, infographics, and social media posts. This will keep your audience engaged, while catering to different preferences and consumption habits. Not everyone loves watching videos, or reading blogs, but if you’re creating a diverse range of content types, you’ll meet people with content in the way they want to consume it.
  3. Consistency, consistency, consistency: Updating your blog and social media accounts regularly ensures that your audience always has fresh content to engage with. Use a content calendar to plan and schedule your posts, ensuring a steady flow of content. Need a content planner? I’ve put one in this Property Manager Personal Brand Starter Kit.
  4. Optimise for SEO: Incorporate relevant keywords into your content to improve your search engine rankings (yes, even in your social media posts – because most social platforms are now searchable!) Tools like Google Keyword Planner can help you identify the best keywords for your area.
  5. Make use of user-generated content: Encourage your happy clients to share their experiences through testimonials and reviews (video, if possible!) User-generated content adds authenticity and can be very persuasive for potential clients.

Successful Content Marketing Strategies

To illustrate the effectiveness of content marketing, let’s look at some real-life examples:

Our client: Talisha Buttworth (Gladstone Property Manager)

Talisha is such a great example of how to use content marketing to grow her personal brand and feed new leads into her rent roll. Talisha creates regular, informative content on her blog, and all her social media accounts (she’s on them all!).  Her approach ensures that she’s consistent with her content, leading to increased brand visibility and trust, while building authority and credibility in her marketplace.  It’s working, by the way. Talisha is getting leads from her content marketing, consistently and reliably.

The Results Speak for Themselves

According to the Real Estate Institute of Australia (REIA), “businesses that invest in digital marketing, including content marketing, see significantly higher growth rates than those that rely solely on traditional methods“​​. Similarly, SmartCompany highlights that effective content marketing can lead to a 126% increase in lead generation compared to non-adopters​​. Content marketing is indeed a powerful strategy for rent roll growth. By providing valuable and engaging content, you can build trust, enhance your online presence, and attract more clients. Whether it’s through blogging, social media, or video content, bear in mind that consistency, relevance, and customer-focused content will significantly help you in growing your rent roll, especially with the use of content marketing.  Need more help with your content marketing? Jump into one of our content creation plans here.

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John Olandag

John Olandag