Property management in 2018 is a difficult industry to be successful in. The market is saturated in terms of the number of agencies competing for a finite number of landlords and, though the number of landlords within the private rental sector is rising, there is still a great deal of competition when it comes to winning them. When those landlords are your main source of income, you need to ensure that you are able to retain and win as many of them as possible.
Retention should be (but often isn’t) a relatively simple job once you’ve won a landlord, but it’s the winning of them that can often trip property management agencies up. Businesses all over the world hire marketing agencies to handle their promotional activity for them, but it’s unlikely that the average property management company will have the resources to outsource their marketing. This means that they’ve got to do it themselves and produce campaigns and come up with tactics to win new landlords, but many of them don’t know where to start - it’s not their fault, but it is a skill that property managers increasingly need to have.
Our new series, which will run throughout the summer, is aimed at helping property managers gain that skill and begin taking steps in their marketing campaigns and wider work to win more landlords and ensure that they are doing as much as possible to grow their business. This is an issue that is taking on increasing importance with the Tenant Fees Bill soon to hit property managers who rely on charging tenant fees for a significant portion of their income. It's vital to know how to put together a cohesive marketing plan that appeals to as wide a landlord audience as possible, regardless of how limited your resources might be. Our aim is to help you do that.
You’ll be able to find every asset here as it is released, so bookmark this page and come back every week for more marketing insight than you could shake a stick at. Or you can follow us on Twitter and LinkedIn where we’ll be sharing the assets.
Week 1: Planning for Growth