Property management marketing often fails to impress new customers because firms do not differentiate themselves from their competitors. It also leads to rival property management companies sounding very similar to each other.
It is very common with block management firms that the marketing is based on describing the services on offer but not the client outcomes. It is not good practice to use your service level agreements as marketing content. To say you manage section 20 major works or have experience in the timely collection of ground rent doesn’t convince a lead or prospect of your superiority over other block managers.
My approach to property management marketing is to remove generic or bland statements and replace them with unique selling points and points of differentiation. I also clearly define your ideal customers, what they look like and how to attract them. For example, you may want to increase the number of units per property or specialize in a certain type of estate. Your marketing needs to demonstrate your expertise in doing so.
Having worked for several years as a property management marketing manager for a UK-wide, RICS-regulated property management company, I understand the particular needs and issues when it comes to growing a business based around property management.
