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Can Property Managers Benefit from Content Marketing?

by | Jul 26, 2013 | Content Marketing | 1 comment

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How exactly does one go about finding a good, local property management company or landlord? The short answer, in today’s world, is Google, or in some cases maybe Bing. Simply put, online searches have become the go-to method for obtaining information on just about anything, and most property investors and developers are bound to do their due diligence on the Web, scoping out local property management or HOA companies to whom they might entrust their condos, apartments, or communities.

To state the obvious, then: If you own a property management company, but the name of that company doesn’t readily appear for pertinent search engine queries, you aren’t doing everything you could be doing to generate leads. In many cases, property management companies don’t show up in search results pages simply because they have not provided the search engines with anything worth promoting—no valuable content to speak of.

The Benefits of Content Marketing for Property Management Companies

That’s one of the reasons why content marketing is so crucial for property management and HOA companies; by providing Google’s algorithms with something valuable and engaging, you’re helping them to help you, specifically through natural, organic search rankings. This is what content marketers sometimes refer to as “feeding the content monster.” Basically, Google wants to provide its users with search results that are relevant and up-to-date—so the companies that fare best are not necessarily the ones that spend top dollar on expensive SEO gimmicks, but rather those that offer regular blog entries, press releases, and other pieces of content to the search algorithms.

There are other advantages of content marketing, as well. For example, it’s a fine way for property managers and landlords to keep in contact with their residents and their clients—informing them about community happenings, offering homeowner tips, and so on. This added level of communication and transparency is helpful for engendering the trust and the satisfaction of those living or working in the properties you manage.

Many Forms of Content Marketing

The happy news for property managers is that this field is particularly well-suited to content marketing—and indeed, ideas for content marketing for property management companies are quite numerous:

  • Keep residents informed via social media or blog updates concerning community events.
  • Offer helpful and informative tips on anything from home maintenance to lawn care.
  • Make sure the rules and covenants of your association are kept on the minds of your residents.
  • Extol the many virtues of the community or the surrounding area.
  • Showcase your authority and expertise by commenting on changes in HOA legislation, or on trends in the fields of property investment or property management.

Through robust content marketing strategies, property management companies can position themselves strategically—not only for search engine success, but also for increased clout and prestige among clients and potential clients. All told, it is an invaluable (and cost-effective) way for one property manager to stand apart from all the competition.

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