Property Management Marketing & Design Strategies
- Kin Marketing
- Jul 6
- 5 min read
Property managers face the dual challenge of marketing to the public and appealing to property owners. To maximize bookings and attract new owners, they must implement diverse strategies that boost revenue for current owners and enhance their portfolio with high-quality properties.
Strategy #1: Craft a Stunning Website
Crafting an effective website for a property management company requires attention to several key elements:
Showcase Properties Effectively: Use high-quality visuals and detailed descriptions to highlight each property’s unique features.
Exceptional New Owner Pages: Create compelling pages that clearly explain the benefits of listing with your company, targeting potential new owners.
Easily Bookable Listings: Ensure that property listings are easy to book with a user-friendly and intuitive booking system.
Advanced Filtering Capabilities: Implement robust filtering options to help visitors find the perfect property quickly.
Local Attractions: Highlight fun and interesting activities in the area to attract guests and enhance their experience.
SEO and GA4 Integration: Optimize the website for search engines and incorporate Google Analytics 4 to track and analyze performance.
Website Ownership: Maintain full control and ownership of your website to make updates and improvements as needed.
Strategy #2: Integrate SEO
One of the most lucrative online channels for bookings is Google organic search. Achieving high rankings involves many factors, but the rewards from consistent effort can be astonishing.
Integrate SEO with AI in Mind: Ensure your SEO strategy adapts to ongoing AI advancements in search algorithms.
Maintain Ongoing SEO Efforts: Proactively manage your SEO throughout the year to sustain and improve your search rankings.
Hire a Professional: The key to performing well organically is partnering with a professional with proven results.
Strategy #3: Launch a Strategic Paid Search Campaign
Paid search should be one of your top three revenue-driving channels, with Google Ads leading the way. However, property managers face challenges as vacation rental keywords are costly, and competition from giants like Airbnb and VRBO is fierce.
Create Unique Campaigns with Custom Audiences: Tailor your campaigns to target specific segments for better results.
Target Local Keywords: Focus on neighborhood or local keywords rather than just the well-known city names to capture niche markets.
Set Up Revenue Tracking: Implement robust tracking to identify what works and what doesn’t, optimizing your ad spend.
Promote Specials and New Inventory: Regularly advertise promotions and new listings to attract more bookings.
Use Unique Landing Pages: Develop specialized landing pages for luxury properties, specific areas, budget-friendly options, family-friendly units, pet-friendly accommodations, and more to cater to diverse customer needs.
Strategy #4: Optimize the OTA Listings
While OTA listings often receive criticism for their commission model, they boast loyal clients and vast marketing budgets that can reach potential guests who might never have discovered you otherwise. Your goal is to provide exceptional service to these guests and encourage them to book directly with you in the future. Therefore, it’s crucial to optimize your OTA listings to their fullest potential.
Include Your Brand Name: Savvy guests often search for your brand directly, so make sure it’s prominently mentioned.
Prioritize Photos: Lead with captivating photos whether that be stunning water views or mountain backdrops.
Showcase Wi-Fi Speed: Consider including Wi-Fi speed shots at the end of your photo gallery to appeal to remote workers and tech-savvy travelers.
Humanize Your Listings: Feature photos of real people enjoying your properties, and include pets if you offer pet-friendly accommodations.
Detail all Amenities: List every amenity and highlight what sets your properties apart from the competition.
Incorporate Keywords: Weave location-specific keywords and water-related features throughout your description, mentioning things like “2-minute walk to the beach,” “private pool,” “private hot tub,” and “5-minute drive to the lake.”
By optimizing your OTA listings in these ways, you can maximize your visibility and appeal, turning first-time guests into loyal, direct-booking customers.
Strategy #5: Email Marketing
Email marketing’s effectiveness hinges on the quality of the list you’ve built over the years. It’s an excellent way to showcase new properties, specials, local attractions, events, seasonality, and more. As a property manager, it’s crucial to continuously and actively obtain guests’ consent to send them emails throughout the year.
Craft a Compelling Subject Line: Ensure it grabs attention without landing in the spam folder.
Keep Content Short and Sweet: Deliver concise, engaging messages that capture interest quickly.
Maintain Brand Consistency: Design your emails to reflect the look and feel of your website, fostering trust.
Avoid Over-Sending: Respect your guests’ inboxes to prevent unsubscribes.
Seek Reviews from Happy Guests: Encourage satisfied customers to leave reviews, enhancing credibility.
Track and Analyze Results: Monitor performance to refine and improve future email strategies.
Strategy #6: Obtain New Reviews
Reviews are critically important when renting out a vacation property. With the prevalence of less-than-trustworthy listings online, establishing yourself as a legitimate business can significantly impact whether people choose to book with you.
Mid-Stay Check-Ins: Send a text asking guests how they are enjoying their stay to address any issues proactively.
Prompt Review Requests: When guests express satisfaction, ask them to write a review upon checkout, providing direct links to key review sites.
Encourage Specific Feedback: Since AI algorithms often pull content from reviews, ask guests to mention what they loved most about the property.
Follow-up: If you don’t receive an initial response, don’t hesitate to send a second request for a review via email or text.
Managerial Responses: After guests check out, respond to their reviews on platforms like Airbnb or Google. Thank them for their time and feedback to show appreciation and maintain a positive relationship.
Strategy #7: Offer More for Motivated Owners
When managing more than a handful of properties, some owners might feel overlooked. As a property manager, you can offer enhanced services to motivated owners seeking more attention, traffic, and bookings.
Email Blasts: Highlight these owners and their properties in dedicated email campaigns.
Website Features: Showcase select properties prominently in key areas of your website.
Social Media Spotlights: Promote specific properties through targeted social media posts.
Custom Blog Posts: Write unique and engaging blog articles about featured properties.
Special Packages: Develop exclusive specials or packages with your top-paying owners to boost visibility and bookings.
Strategy #8: Be More Social
Social media is a powerful marketing tool that allows for unique targeting and trackable results. Launching social media campaigns helps you engage with loyal guests while also reaching new audiences, forming a crucial piece of your marketing strategy.
Geographic Targeting: Focus your geographic targeting on areas where most of your guests book from to increase relevance.
Engaged Couples: Target newly engaged individuals if your properties accommodate weddings.
Pet Owners: Reach out to pet owners with a propensity for travel if you offer pet-friendly accommodations.
Promote Specials: Share your specials, packages, and featured properties with your social media followers to keep them informed and engaged.
At KIN Marketing, we specialize in helping property management companies grow through organic, data-backed strategies. From websites to Google optimization to social media storytelling, we help you connect with your true potential.
Let us show you how to attract more homes, more owners, and more recurring revenue.
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