by Doug Heath, PMI Social Media Coordinator
Because nearly 90% of Americans actively use Facebook, the social media platform is now one of the most powerful digital marketing tools available to property managers. Just pull up Facebook, pick any business with real clout, and search their name. Not only will they have an account, you’ll find that they actively use it. If you haven’t set up a page for your property management business yet, you’re missing out on the opportunity to reach a gold mine of potential property owners.
Marketing Yourself as a Property Manager on Facebook
1.Target Property Owners, Renters, and More
Like in any other business or marketing venture, when building a Facebook page for your property management business it helps to have a plan. Before you make your first post consider who your audience is and what would appeal to them. As a property manager you have a few different potential audiences.- Investors
- Property Owners
- HOA Boards
- Renters in your area
- Your posts should aim to grab the attention of one or more of your audiences. Posts should be informative and relevant. When sharing an article, be sure to give your professional opinion when posting. This is how you can establish yourself as an expert and build rapport with professional investors, property owners, and homeowners, and appeal to renters.
2.Share Interesting Content For Property Managers
Just because you’ve planned to attract property owners, investors, and renters, that doesn’t mean that each post should be an ad pitching your services. Nobody wants to follow a page that exclusively shares commercials. Instead, mix promotional content with relevant information on property management, real estate, small business, relevant tax laws, etc. Share your own press releases, and helpful property management tips. Post blogs from your website and link readers back to increase traffic. If your content can be both insightful and entertaining, you’ll hold your audience’s interest with a rich Facebook feed and help them feel invested more in your property management services than ever before.3.Personalize your Property Management Services with Quality Images
The saying that a picture is worth a thousand words became popular for a reason, images communicate universally and can be a great way to draw attention to your page, and in turn your own property management website. Post original images of you and your property management business. Whether it’s of the new sign at the office, a property you’re managing, or a birthday celebration at work, posting these pictures is a good way to boost engagement with your page. Pictures like this show viewers who you are as property manager and what you do for them, making you relatable and personable rather than a hidden entity behind a screen. Take pictures frequently during events, travel, and other milestones and put them up!4.Share Videos to Increase Traffic to Your Property Management Website
Viewers want video and Facebook has obliged. Scroll through your Facebook feed and you’ll likely see plenty of them. With so many videos posted in so many places you’d think that they would get lost in the crowd, however, video content performs better than most other content. I recently posted a simple introductory video on one of our newer PMI franchisee pages that had a pretty small audience. Instead of the typical reach of 10, that video reached over 2,500 people that day. Imagine drawing that much attention to your property management services by linking videos from Facebook, Youtube, and other social media back to your website.
Videos don’t have to be complicated. The goal is to give potential renters and investors multiple ways to engage with your business. Don’t worry about putting together an incredible animated sequence that Pixar would salivate over (though go wild if you do have the means and ability). Instead you could put together a brief intro to your property management company, a Facebook Live tour of a property for rent, or a “How-To” video about one piece of your services. Often all you need to make a video like this is your smartphone.5.Use Pinned Posts
Facebook allows you to pin a post at the top of your property management business’s page. This is a terrific opportunity to make sure the first thing viewers see on your page is exactly what you want them to. It could be a tip of the month or one of those awesome videos we were talking about. Your business is unique, so the first thing people see should have your personal touch in some way. Get creative! The important thing is to catch their eye, so they’ll be interested in learning more about what makes your property management services and skills special.
Make a good impression, and you’ll be well on your way to closing your next lease!
