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Too often, property management marketing material is shoddy; at many agencies, it lives in the shadow of the higher profile sales department. You know the drill – rental listings that make do with low quality smartphone images and loose sheets of photocopied information. 

But your property management business is every bit as important as sales, sometimes even more so – when sales are flagging, property management can be what keeps an agency afloat. It’s worth taking the opportunity to create high-quality marketing material that positions your property management department as a high-performance business.  

Keep in mind that the reason most landlords shop around for a new property manager is because they’re dissatisfied with the level of service they’re currently receiving, whether that’s poor communication, slack tenant selection procedures, or failure to resolve issues in a timely or satisfactory manner. The material that you hand a landlord plays a significant role in demonstrating that your property managers are competent, polished and at the top of their game. 

Reach out at the right time

The best time to reach out to investors is a couple of months before the end of the financial year, when they’re taking stock of their portfolio. Another good time is in the run up to Christmas, when the start of a new year can prompt a rethink. 

Become the undisputed property investment expert

Property investors are passionate about real estate and motivated to educate themselves on the market. They’re a knowledgeable audience who’ll appreciated being supplied with a steady stream of informative and useful content on the property market and investor issues via newsletters, email blasts and blog posts. Regular, high-calibre information creates a strong impression and keeps your business top of mind when they’re looking to switch.

Leave no question unanswered

In contrast to a vendor who’s unsure and in need of guidance, investors are likely to be both well-informed and opinionated. They don’t want vague or sweeping statements; give them details and hard data. Landlords are in the property investment game to make money, and they want to know exactly how you can help them do that. While many property managers spin the old, ‘we’re not the cheapest, but we are the best’ line, you can stand apart from the crowd by proving conclusively that you’re an industry leader and whose fees are therefore justified. 

Deliver your information concisely

Investors mistrust jargon and waffle, so all your material should get to point and deliver the necessary information clearly and concisely. When a landlord is sizing up your services, they’ll undoubtedly want something to take away and refer to later. Avoid handing over stacks of untidy paperwork, which looks unprofessional and disorganised, and instead present the information neatly and professionally; a bound book is impressive, and a pocket inside the cover holds any stray sheets of information.

Word of mouth is a powerful tool

The more testimonials you can give your potential landlords, the better. If you send out a regular newsletter, include a breakout box with a positive review from a current client. Pack your pre-listing proposal with as many glowing testimonials as you can. Video reviews that you can embed on your website on play on a tablet are also a great idea. Investors will be swayed by the stories of those who have seen their return on investment maximised through your efforts.

How do you sell your services to potential landlords?