Mastering Owner Lead Generation in Property Management with Jennifer Merritt of RentScale



Welcome to the latest episode of the Property Management Show, presented by Fourandhalf Marketing Agency. Since 2012, Fourandhalf has been helping residential property managers get more owner leads by helping with their website, SEO, online reputation, video and blog content, social media, and paid ads.

In this episode, we’re excited to host Jennifer Merritt, the Chief Operating Officer at RentScale. RentScale is a pioneering sales coaching company that specifically caters to the property management industry, and Jennifer’s expertise is a treasure trove for anyone looking to improve their company’s sales function.

With the property management industry being highly competitive, staying ahead of the game when it comes to owner lead generation is critical. In this podcast, Jennifer shares her insights on all-bound lead generation and how businesses can adopt this comprehensive approach to sales and marketing in the property management sector.

All-Bound Owner Lead Generation for Property Managers

This week, we discuss the innovative concept of “all-bound owner lead generation,” a comprehensive strategy that transcends traditional lead generation methods. This approach is particularly crucial for business development managers and broker/owners striving to grow their residential property management business.

The all-bound strategy is a tri-fold model:

1 – Inbound Lead Generation:

These are owner leads generated through various digital marketing efforts, including a mixture of organic and paid marketing channels. Examples of organic channels include search engine optimization (SEO), content marketing, social media engagement, and email marketing.

Paid channels, on the other hand, include tactics such as Google Ads, Social Media Ads, and Pay-per-Lead such as All Property Management (APM). Each of these avenues brings unique opportunities to attract and convert property management leads into clients.

Jennifer emphasized the importance of a strong online presence to attract owner leads naturally.

2 – Outbound Lead Generation:

Outbound lead generation involves proactive strategies such as direct calling to rent-by-owners and engaging with secondary homeowners. This type of lead generation allows property managers to reach out to potential owner clients directly and pitch their services.

Outbound lead generation requires a strong understanding of the target market, personalized messaging, and a consistent follow-up process.

Jennifer highlighted the significance of being proactive in reaching out to potential clients.

3 – Next Bound Lead Generation:

A novel term introduced by RentScale, the next-bound lead generation is focused on generating leads through referrals and building a robust network for future business prospects. This aspect underscores the importance of relationships in the property management industry.

Jennifer explained that successful owner lead generation in property management requires a blend of these three strategies. It’s not about relying on one magic solution but consistently working across different channels.

Redefining ‘Junk Leads’ in Property Management

A pivotal moment in our podcast discussion focused on the often misunderstood concept of ‘junk leads’ in the property management industry. Jennifer brought her team’s perspective to this topic, challenging the traditional notion that some leads are simply not worth pursuing. She argued that the term ‘junk leads’ is often a misnomer, and these leads should instead be viewed as untapped opportunities.

The conversation brought forth the idea that leads commonly considered ‘junk’ are those that don’t immediately align with the ideal client profile or seem less likely to convert at first glance. However,