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Lately, we’ve seen a fresh push from many of our clients to overhaul their rentals marketing material and bring it all in line with the quality of their sales collateral. Whether your business is maintaining a giant rent roll of 5,000 properties or working overtime to grow a list of 10, having a polished suite of marketing materials to support your rentals team makes a serious difference.

Everyone knows that the rentals side of any real estate business is where a steady source of income will be found when sales are flagging. Maintaining a thriving rent roll is important, and it takes time to build one up.

Here are some of the strategies we’ve seen our clients using over the last few months:

• Regular newsletters specially geared towards property investors
• Database campaigns for landlords
• Polished, professional rentals pre-lists and presentations for property managers
• Brochures, blog posts, flyers and information packs on property investment
• Seminars aimed at educating landlords and new investors

Here are some tips for those interested in overhauling their property management marketing.

Tailor your campaigns

Landlords aren’t a uniform group with the same interests and needs. The best rentals marketing identifies different segments and then targets them accordingly. For example, you might divide your landlords into the following categories:

• Investors who want to grow their portfolio
• First time investors in need of guidance
• Dissatisfied landlords after more competent management

There are plenty of others – segments will vary depending on the trends in your own market.

Use case studies

Like any service, in property management it can be hard for a new customer to know exactly what they’ll be getting before signing on. Landlords need hard evidence that your services will be an improvement on what they’re currently getting. Consider the following:

• Testimonials (these should ideally be from current or recent landlords)
• Demonstrations of tenant satisfaction (for example, feedback forms)
• Examples of how emergencies have been competently handled
• Statistics (for example: average time to fill vacant properties)

Boost your listings

Many agencies could stand to pay a little more attention to the quality of their rental listings. Don’t just consider the tenants who are looking at these – think about prospective landlords who may view your listings while researching your business. They will likely pass judgment on poor-quality photos or copy that hasn’t been spellchecked.

Attain Expert Status

Investors are always hungry for information they can use to get even better returns on their investment. Even satisfied landlords are always on the lookout for strategies they can apply to make their portfolio perform even better. New investors in particular are often desperate to learn as much as possible.

Pack newsletters, blog posts, and social media feeds with detailed, reliable information on investing and the market, and build up a reputation as an exceptional source of knowledge and expertise for anybody interested in property investment.

What property management marketing advice do you have?