How to Market a Property Management Company with Marie Tepman



Kathleen Richards recently interviewed Marie for her PM Tribe coaching group. They talked about the importance of marketing for property management companies, when it makes sense to seek professional help, and the current trends in the property management industry. 

There was lots of good information during that interview, and we want to share it with property managers today on The Property Management Show.  

Kathleen Richards and Fourandhalf

Kathleen began working with Fourandhalf in the early days, when the company was the first and only marketing agency that focused specifically on property managers. She began with creating video blogs, which was a new idea. Even the idea of property management marketing was new. 

According to Kathleen, the content marketing help she received from Fourandhalf over six years helped her grow her business. Not only did she grow her business, she established herself as an expert in the property management industry. Kathleen had been teaching at the local college and doing workshops on property management, so the video marketing added to her credibility. 

In her coaching group, Kathleen introduced Marie and Fourandhalf as a great team to work with. They took her local business, a “little company in Santa Cruz” to the next level and helped her attract new clients. 

The Purpose of a Marketing Strategy 

The first question to tackle is a pretty simple one: What is the purpose of marketing? 

And, why should property managers invest in marketing strategies for their local businesses? 

General Purpose of Marketing

The general purpose of marketing is to inform, educate, and convince people about a product, service, or idea. Even nonprofit organizations can use marketing to convince people to join their causes. Politicians use marketing to get people behind them. Local businesses want to share who they are and what they do.

Marketing Property Management Services 

For a property management company, the purpose of a marketing strategy is to attract prospective renters who may want to rent your properties. Or, to attract self-managing owners who may need a professional property manager. You invest in marketing strategies to attract investors, to retain current resident and owner clients, and to educate potential clients on the value of professional property management. 

Education is marketing at its core. You’re explaining why a professional property manager is better for property owners than managing a property on their own. You want to share benefits and highlight the problems you help property owners solve.  

How Can a Property Management Company Benefit from a Marketing Plan?

Let’s say you need to go somewhere you’ve never been, and instead of using a GPS or glancing at a map, you get in your car and start driving. 

You might get there eventually, if you stop and ask for directions or try several different routes. But, you will get lost, and you will waste a lot of time and money. 

In this metaphor, a formal marketing plan serves as your GPS or your map. It shows you the most efficient way to get to your destination. It doesn’t mean you’ll never get there without it. It’s just a smarter way to do things. 

Competing with Other Property Managers and Local Businesses

The theme for Kathleen’s PM Tribe this month is competition. Competition can be a good thing, keeping you sharp and focused and relevant. 

How does a sound marketing strategy help you not only find new clients, but also compete in the marketplace? 

Sometimes,