A team of creative digital marketers, search engine optimization experts, and graphic designers with an extensive knowledge of the real estate industry. We don’t try to pursue everything, we excel in one industry. Through our concentrated effort on real estate marketing we are able to stay up-to-date on what your potential clients are searching for and how they are trying to find you online.
As a property manager, there are plenty of certifications and licenses out there for you to consider.
Some are nice to have on your resume while others are a must for your successful integration into the field.
Not only does certification provide you with property management training, but it also allows you to stand out from the competition.
But which certifications are worth pursuing?
We’ve compiled a list of the top certifications to help you get started.
The Importance of Licenses and Certifications
Especially in crowded locations where competition is high, a property management certification makes a lot of strategic sense.
It can be a key point that makes you stand out from your competitors.
The certificate tells rental property owners that you go above and beyond to make sure that you are knowledgeable and qualified in property management.
It helps to create extra credibility to your name and brand, as well as gives you an extra stamp of professionalism that makes you look that much more qualified in your role.
Property Management Training Organizations
Many professional property management organizations exist, and they all award their own certificates based on different requirements.
Once you join and qualify for their credentials, you can start to use their logo (or badge) and market yourself with them. They will help you demonstrate expertise and skill that will help you build on your property management reputation.
Popular organizations in the property management industry include:
The National Property Management Association(NPMA)
NPMA is focused on continuous learning and ongoing exchanges of knowledge among property management professionals. Classes are offered online and on their campus.
They offer three certification levels: Certified Professional Property Manager (CPPM), Certified Professional Property Administrator (CPPA), and Certified Professional Property Specialist (CPPS).
The National Association of Residential Property Managers(NARPM)
Founded in the late 1980s to serve single-family home managers, the organization is dedicated to supporting “the ethical and professional practices of rental home management.”
NARPM offers certificates in Residential Management Company, Master Property Manager, and Residential Management Professional. It has over 3,000 members nationwide.
The National Apartment Association (NAA)
NAA primarily serves the multifamily housing industry. The industry includes managers, developers, and apartment building owners.
Through the NAA Education Institute (NAAEI), the NAA offers Certified Apartment Supplier, Apartment Maintenance Technicians, Apartment Portfolio Supervisor, Apartment Manager, and Apartment Leasing Professionals.
Institute of Real Estate Management(IREM)
Dedicated to “maximizing the value of real estate investments,” IREM boasts 80 chapters in the U.S. and 18,000 members worldwide. It’s affiliated with the National Association of Realtors.
The organization offers an Accredited Commercial Manager, Accredited Residential Manager, and Certified Property Manager designations.
Building Owners and Managers Association International (BOMA)
BOMA has more than 17,000 members and 92 chapters within the U.S. It essentially serves the commercial real estate industry.
BOMA offers designations such as Facilities Management Administrator, Real Property Administrator, Building Systems Maintenance, Facilities Management, Property Management Financial Proficiency, and Property Administrator.
Top Certifications & Licenses for Property Managers
With all that information, its time to start sifting through the most valuable certificates the industry has to offer.
Most of these certifications are available through online instruction, making them flexible and convenient no matter where you are in your career.
Pro tip: You’ll generally be required to show some form of proof of prior experience. Make sure you qualify for you applications and have all the necessary documents on hand before you really get started.
Now let’s jump into some of your best options:
1. Certified Apartment Manager (CAM Designation)
Do you primarily deal with apartment rentals?
If so, this is the best certification for you. Earning your CAM credential allows you to build on your ability to manage an apartment community, and then get professionally recognized for it.
The cost for members for each module is $105 or $117.50 for non-members. (as of the time this article was written)
To obtain the CAM credential, you are required to complete all 8 modules and successfully pass the two-part exam.
Meet all examination standards within 12 months of declaring candidacy
Successful completion of all CAM coursework (totaling 40 hours)
Minimum of 12 months of onsite property management experience
2. Certified Property Manager (CPM Designation)
This is one of the most highly respected credentials in property management.
It’s awarded by the Institute of Real Estate Management (IREM). And be warned that qualifying isn’t easy as the requirements are extensive.
To earn the credential, you must have managed at least 25 rental units and have at least two years of experience. You are also encouraged to be a rental property investor yourself. You must also either have a license in real estate or prove that your state doesn’t require one.
The cost of getting the CPM designation is about $500 a year. There is also a fee to become a CPM candidate.
Be in good standing with annual national and chapter dues. (National dues are $495; chapter dues vary by chapter).
Fulfill the one-year Candidacy period by being an ACoM Member, ARM Member, or CPM Candidate Member in good standing for the 12 months prior to CPM approval.
3. Residential Management Professional (RMP Designation)
This is also a highly sought-after credential by property managers.
It’s awarded by the National Association of Residential Property Managers (NARPM).
The designation offered by NARPM certifies professional and ethical standards for property managers. The RMP program is also similar to the CPM program in terms of requirements.
You must already manage 100 units over a two-year period and be committed to obtaining new skills.
4. Certified Manager of Community Associations (CMCA)
This certification is for management professionals involved with properties developed and operated under the Low-Income Housing Tax Credit (LIHTC) program. It’s developed by the National Affordable Housing Management Association (NAHMA).
This program teaches leasing skills, such as, how to qualify prospective residents, overcome objections, conduct leasing demonstrations and generate traffic.
These are all of the top property management licenses and certifications applicable to professional property managers.
The different options listed above can open new doors (in more ways than one) for your property management career.
By acquiring some of the skills offered by these programs, you’ll gain professional legitimacy and marketability. This will give you a major competitive advantage if used well.
If you’re having trouble showing off your hard-earned skills and accreditations, don’t hesitate to give us a call at 1-800-418-9430.
We specialize in property management marketing and your first call comes with a no-obligation strategy session call ($1000 value) that could easily help you explode your sales and add upwards of 100 doors for your company.
If you’re able to get into your lead’s head, then most of the sale work is done.
By knowing their needs and hesitations you’ll be able to address objections before they come up. This will make it a much smoother close.
An example of a common investment property owner concern is the uncertainty they might have over the value of hiring a property manager.
In cases such as these, explain all the benefits your services provide. By addressing the problem before they bring it up it will help calm any of their worries.
It is important to be a good listener if you want to sell.
Make sure you have a solution prepared for any of their problems but don’t forget about how you deliver the facts.
Don’t be hesitant or apologetic about the information you are providing a lead. Confidence is key if you want someone to trust you with their investment.
If you start to address all of your leads’ concerns before they discuss them, you’ll immediately improve your relationship.
By doing this step, you are building a solid business relationship that is founded on trust and rapport. This translates to more closed deals, which results in more revenue for your property management business.
4. Pricing choices
As you read this sentence, property owners are comparing your company with your competitors.
Who isn’t guilty of doing this before making a big purchase?
But wouldn’t it be great if you could force rental property owners to choose between you and…you?
You can, with the help of pricing options, of course.
One way to use this trick is to divide your price lines into three zones: prestige, popular, and competitive.
The prestige price zone is the one at the top of the line that will improve the image of your property management services and enhance the rest of the line, but not chase customers away.
The popular zone is in the middle, where most purchases are made.
The competitive zone is at the bottom, where you might price a service package simply to compete with another property management company nearby.
If you have one price, your lead has the choice of working with your company or finding someone else.
But, by providing pricing options it forces a lead to change their mindset. They now have to make the decision between plan 1, 2, or 3, and not between you and another property management company altogether.
Want Help Marketing Your Property Management Company?
Generic documents will make your property management company blend in with your competitors.
To stand out in the eyes of potential clients, make sure that all the documents that they received from you stand out from the rest of the pile.
If not, your documents and your company will be forgotten.
Some basic points to consider when looking at the design of your paperwork include:
your slogan is clear and catchy
your company’s phone number is easy to find
your business’ website URL is always listed in your contact information
your logo is in color and present on all paperwork
You should also give them something that positions your property management company as the only reasonable choice.
By leaving more than just the estimate they asked for, you are showing the lead that you are the property manager that will always go above and beyond for their clients (which is a great reputation to build when you are trying to get a leg-up over the competition).
An example of what to leave can be a pamphlet that outlines the services and benefits you offer to your clients, with a case study, and a few testimonials sprinkled in.
If your documents set you apart from your competition, your odds of landing the client will drastically increase.
Now you know the top 5 property management sales tips for closing more deals!
Turning property owner leads into revenue for your business is one thing, attracting leads to your property management company is another.
If you’re interested in getting more exposure for your property management company FOR FREE keep on reading.
What is Google My Business?
Google My Business (GMB) is a way to give business owners more control over what shows in the search results when someone looks them up online.
Having your GMB properly set up will make it easier for investment property owners to find more information about your company.
WARNING: It’s important to note that one of the few conditions is that your business must have a physical location (online services cannot have an account yet).
If you’re a property manager that’s still hustling in your basement, don’t give up, there are workarounds. The best course of action is to sign up for a virtual office so you can receive a verification postcard from Google. P.O boxes are no longer accepted so it’s important you use a quality service for your virtual office. We often recommend checking out Regus.
5 Steps to Set Up your GMB for Property Managers
Getting your property management company’s GMB running only takes a few steps. Your account will give you access to several features, including posts, search engine optimization perks, and insights.
Now you will need to visit https://business.google.com/ to sign in to your existing account. If this is your first time on the platform, you’ll need to create a Google account for your business.
Make sure to use an email address that is clearly linked to the name of the business you are building a profile for. Using an unrelated email address is usually a red flag for Google to make the verification process a much longer process for you.
This extra precaution isn’t all bad. It also protects your company’s profile from being completely controlled by someone who isn’t part of your property management team.
Once you’re signed in, fill out the information requested by Google about your business to the best of your abilities. The more detailed and descriptive you can be, the better.
Pro Tip: When selecting a category it’s crucial that you choose ‘Property Management Company’. If you also offer real estate sales you should have a separate GMB for your real estate sales division.
Step 2. Verify your account
Once you’ve claimed your Google My Business Listing, Google will need to verify it.
There are different ways to verify your GMB account. Choose the method that is most convenient for you, but don’t forget that once you submit your request for verification, you shouldn’t make any changes to your profile. Making changes will only confuse Google and lengthen the process.
This is recognized as the easiest way to verify your listing, and it typically only takes a week from start to finish.
Google will send you a postcard with a verification code. Once you receive it, you will sign back in to your GMB profile and use the code to verify your property management company’s updated GMB.
This process allows Google to know that the address you’ve provided as your business’s address exists and that you receive mail there.
Other verification methods that are offered to you include:
You can let rental property owners know about any announcements your company might have.
Examples can include “New CEO” or “We’ve reached 1,000 doors!”. This helps to build a relationship with potential customers by having a more credible and updated online presence.
These posts share information about special events that your property management company is involved with. For example, if you’re hosting a real estate investor meetup or an in-house information session you could post the details on your Google My Business. Most post types expire after seven days, but event posts are the exception. They expire when the event date the post referenced has passed.
You can update the list of services that your company offers to draw in new customers to your business.
If you ever offer any sales or discounts on your property management services, you can advertise them in a post on your GMB account to reach more rental property owners.
Posts show up notably in your business’ Knowledge Panel. Don’t miss out on this opportunity to stand out from your local crowd of competitors.
Want Help Marketing Your Property Management Company?
It’s simple: you are losing out on great opportunities for your property management business if you don’t have a website.
But not all of us are able (or want) to build our own websites from the ground up.
That’s why it’s great to find a website designer you can trust.
To help you accomplish this, we prepared questions to help you find a new web designer that fits your needs.
Here are the 11 most important questions to ask a web designer before your next big project:
If you are looking for a web designer to help with your property management company’s next website, ask the following questions, to avoid major issues during the project.
Take the time to conduct a phone interview or meet in person, to ask about these key points.
I guarantee that taking the time to build an open line of communication with your web designer from the onset will set your project up for success and help you avoid hiring the wrong person for the job.
1. What will my website be built on?
A content management system (CMS) is a software application that is the foundation of your property management website. It’s what will help you to create and manage your digital content.
CMS features vary widely. Most CMSs include Web-based publishing, format management, history editing and version control, indexing, search, and retrieval.
Will your site be built on WordPress.com? Joomla? Blogger?
These content management systems aren’t created equal. Know which one the website company specializes in to see if the features of their CMS fits with your vision of your future website.
2. Do you provide hosting?
A web hosting service is what allows you to make your website accessible via the World Wide Web (aka the internet).
It’s a necessary part of the website building process that not many people know about.
Web hosts are companies that provide space on a server owned or leased for use by clients to make their website accessible. They also provide Internet connectivity, typically in a data center, and other perks depending on the service provider and package chosen.
Some follow up questions you should ask at this point include:
Will the web company be hosting your new website?
How much does it cost?
What comes in the monthly hosting bill?
Do you need to export it to your own server?
Hosting is more than just making your website accessible on the internet. It is a very important step that most people overlook.
It has a huge impact on the speed and functionality of your website.
Make sure to ask about this critical detail to avoid any hidden costs or undesired surprises.
3. Will I be able to change the content on my site myself?
4. If I stop using your services will I still own the right to my website?
Similar to the last point, you need to make sure that after the designer has created your property management website, it is completely yours.
And even if you’re not the one doing the future changes, you want to have access to add and subtract new content or be able to pay someone else to do it as needed.
The last thing you want is to be stuck paying fees to the designer every time you need to add something new to your website… those fees can add up quick!
5. How many rounds of revisions am I allowed?
Establishing your limits when it comes to edits and revisions can be critical.
Will you be allowed to make edits at each stage of the project, such as design and development. Or will you only be allowed revisions at the end of the project? Are you allowed two rounds of revisions (or more) or just one?
These questions will help you find a web designer that truly cares about your website, and cares that you are happy with the end product.
6. Can I see your design portfolio?
A good way to find a web designer is to start with a website you like and see who designed it.
A bad way is to find a designer with cheap prices and no portfolio. They may be a brilliant designer on the cusp of being discovered…or a scam artist who needs a quick “job.”
Another thing to note when looking for a website design company is that they need to have designers and developers in their team. You don’t want a pretty site that doesn’t work.
If the designer is starting from a template, ask about licensing and whether other local business sites have the same template.
Do they update templates or provide support if the site is broken following any core updates?
If custom, do they provide ample testing and browser compatibility?
To get the best idea whether they are the contractors for you, ask for a few live working examples of sites the designer has completed for other clients.
Don’t accept screenshots or mock-ups. Seeing a live site will give you the best idea of the company’s attention to detail. It will also ensure that you’ll get the aesthetic and functionality you’re looking for.
7. What are your former clients saying about you?
When you look up a company, you want to see clients who are so happy with the business, that they can’t help but write about how awesome they are.
Make sure you take a look at the testimonial page on the company’s site.
And also check:
What happens when you google their name?
Do you see blog posts from irate authors who are tired of their shoddy treatment?
Former clients can give you the best idea of what kind of experience you would have as a client.
8. How long will it take to make it?
Ask how long sites typically take them to complete.
If your property management company doesn’t have a website at all, the sooner to get one up the better. You don’t want to be missing out on anymore potential rental property owners looking your company up and finding nothing.
Ask about the length of time you have to review and provide feedback.
Also, ask how long particular phases of a project take, to ensure things stay on time.
9. How much will this cost?
This point is pretty straightforward and important to know before doing business with anyone.
Many web designers will request a deposit to begin work, with either the final payment due upon project completion or partial payments at key stages during the site’s development.
Avoid projects that require payment in full as it leaves no room for changes or issues that may come up.
10. Do you understand what my business does?
The biggest problem that comes up with website projects is often a disconnect between what the client does and what the designer thinks the client does.
That’s a pretty big problem.
To avoid that disconnect, make sure to explain what you do to your website creator. Describe your property management company’s brand, services, and priorities.
Also, make sure they understand who your marketing efforts are targeting. A.K.A. rental property owners, not tenants who tend to resort to platforms like Zillow or Trulia for their needs.
Make sure they understand how a website fits into your property management company’s business plan so that they can create exactly what you are looking for.
This will help you avoid wasted time going back and forth with your web designer and will make sure you get the most out of the experience.
Do You Want Help With Your Property Management Website?
Even though you might have hired the designer to just create your website, ask if they provide any additional services. These services can include email templates and graphics for your social media channels.
This could help make your design and online marketing more consistent if they all come from the same designer.
Some web designers even employ copywriters to manage the writing and optimization of your website’s text.
If that is the case, ask if you need to provide bullet points for each page.
If you are writing the copy, ask for guidance on length, tone, and style. Ask for suggested word counts for each page to get the most out of the experience.
Wrapping it Up
If you ask these questions before making your new property management website, you will be avoiding major issues during the project.
And if you’re still looking for ways to improve your property management company’s online marketing, here a few great articles that we came up with to help:
If you’re looking to expand your knowledge, we made a list of the top 30 books and resources for property managers like yourself.
Check out the list below!
Improve Your Real Estate Management Business With These 30 Amazing Books
They Ask You Answer – By Marcus Sheridan (Marketing)
Marcus Sheridan’s book helps you understand how to approach building a marketing strategy for your property management company. He goes into detail about how to use the internet to bring in countless leads for your business. If you’re not crystal clear on how to use inbound marketing to grow your property management company, this book is for you.
Property Management Systems From A to Z – By Dick Jonilonis (Operations)
If you’re looking to improve your company’s operations this book is for you. Dick Jonilonis goes into detail on how you can improve your operations and motivate your property managers to work within your company’s systems.
Make It Ring by Mike O’Neil, Dylan O’Neil and Audrey O’Neil
This book is a simple 3 step plan to help you get more exclusive property management leads. It’s an effective strategy guide that teaches property management company owners what exclusive leads are and why you MUST have them. Make It Ring is applicable weather you are just starting your property management business or already at a decent size and trying to scale.
Extreme Ownership by Jocko Willink (Management)
Written by a Navy Seal, Jocko Willink, this book teaches leadership principles you can put to action in your company. Jocko does a great job teaching you how to build an efficient and effective team that will help you dominate your local market.
Dare to Lead by Brene Brown
The ultimate playbook for developing brave leaders and courageous cultures. Daring leadership is a collection of four skill sets that apply to any property manager that is leading a team. Brown goes into the details of brave work, tough conversations, and showing up to work with our whole hearts.
Traction: Get a Grip on Your Business by Gino Wickman
In Traction, you’ll learn the secrets of strengthening the six key components of your property management business. You’ll discover simple yet powerful ways to run your company that will give you and your leadership team more focus, more growth, and more enjoyment.
Numbers Game: The science of growing a rent roll by Ben White
Growth is a numbers game in the sense that growth is a science that can be measured, tracked and optimised. This book uses powerful consumer research to show you how every market can be assessed for its growth potential. Every lead source can be identified through one of five growth channels. And every growth goal can be supported with the help of a targeted marketing campaign.
Clockwork by Mike Michalowicz
Do you worry that your business will collapse without your constant presence?
Mike Michalowicz, the author of Profit First and other small-business bestsellers, offers a straightforward step-by-step path out of this dilemma. In Clockwork, he draws on more than six years of research and real-life examples to explain his simple approach to making your business ultra-efficient.
40 Hour Work Year by Scott Fritz
Whether you are in the early stages of your property management company, experiencing hyper growth, or ready to head for the big money exit, The 40 Hour Work Year will give you the perspective needed to create the business success and personal freedom you desire! Experience Scott Fritz’s entrepreneurial journey first hand, as he shares with you the business tools, action focused exercises and mindset philosophy that allowed him to achieve The 40 Hour Work Year.
4 Hour Work Week by Tim Ferris
Though this book promises a longer workweek than the previous recommendation, it’s a great read that helps you escape your 9-5 lifestyle. Forget the old concepts of retirement and a deferred life plan. There is no need to wait and every reason not to, especially in unpredictable economic times. For living more and working less, this book is the blueprint.
Growth IQ by Tiffani Bova
Trying to find the one right move that will improve your property management business’s performance can feel overwhelming. But, as you’ll discover in Growth IQ, there are just 10 simple – but easily misunderstood – paths to growth, and every successful growth strategy can be boiled down to picking the right combination and sequence of these paths for your current context.
What the heck is EOS? by Gino Wickman
Designed to engage employees in the EOS process and tools, What the Heck is EOS? uses simple, straightforward language and provides questions about each tool for property managers and employees to discuss creating more ownership and buy-in at the staff level. If you want your employees to have a better understanding of EOS, be more engaged, and take an active role in helping achieve your company’s vision, this book is for you.
Lean Analytics by Alistair Croll and Benjamin Yoskovitz
This book lays out practical, proven steps to take a young property management company from initial idea to market fit and beyond. Packed with over 30 case studies and based on a year of interviews with over a hundred founders and investors, the book is an invaluable, practical guide for Lean Startup practitioners everywhere.
Building a StoryBrand by Donald Miller
Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to rental property owners. Donald Miller’s StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers will provide you with the ultimate competitive advantage.
Scaling Up by Vern Harnish
In Scaling Up, Harnish and his team share practical tools and techniques for building an industry-dominating business. These approaches have been honed from over three decades of advising tens of thousands of CEOs and executives and helping them navigate the increasing complexities (and weight) that come with scaling up a venture. This book is written so everyone (from frontline employees to senior executives) can get aligned in contributing to the growth of a business.
Be A Successful Property Manager by Roger Woodson
This book is valuable to anyone who is thinking about investing in a rental property or is considering a job as a property manager. It is a unique resource that covers the basics and gives you the information and techniques to operate with efficiency and profitability.
The Rental Property Manager’s Toolbox by Jamaine Burrell
This book is another great book that brings it back to the basics for property managers who need an easy read or someone who is new to the game. The information presented in this book will allow a rental property manager to become more pro-active, preventing small problems from becoming sticky situations. I recommend this book to anyone interested in simplifying and streamlining their business.
What Every Real Estate Investor Needs to Know About Cash Flow: And 36 Other Key Financial Measures by Frank Gallinelli
What Every Real Estate Investor Needs to Know About Cash Flow removes the guesswork from investing in real estate by teaching you how to crunch numbers like a pro, so you can confidently judge a property’s value and ensure it provides long-term returns. It is a classic guide to real estate investing and must-read book for anyone at any stage of the investment process.
The Property Management Tool Kit by Mike Beirne
This manual not only provides you with new tips on tenant screening and tenant retention but also prudent property management strategies that you can use as soon as you put the book down. The Property Management Tool Kit goes beyond the basics, giving you all the guidance you need to successfully manage your properties, avoid pitfalls, and make a profit.
Principles: Life and Work by Ray Dalio
Ray Dalio, one of the world’s most successful investors and entrepreneurs, shares the unconventional principles that he’s developed, refined, and used over the past forty years to create unique results in both life and business. Any property manager or property management company can adopt these principles to help achieve their goals.
E-Myth Mastery: The Seven Essential Disciplines for Building a World-Class Company by Michael E. Gerber
This is the book that will show you the difference between being an entrepreneur versus doing a job. It will show you how to get money when the bank won’t give it to you. How to develop the best people when you can’t afford to pay them competitive wages. How to increase the predictability of what your business is able to promise, and then how to keep that promise, every single time, no matter where you are or what you’re doing.
The importance of a website extends to every aspect of your property management company’s marketing strategy.
Have you considered how people will find you online?
Or what type of impression your current online presence gives to a potential customer?
88% of consumers will research product information before they make a purchase online or in person, according to a study performed by the eCommerce Foundation. This buying behavior emphasizes the importance of a website for your property management company.
If you want your property management company to be successful in the modern marketplace, you need to have a professional website.
I promise that by the end of this article you’ll know how to make your website actually help you grow your property management business rather than just look pretty.
If you’re in the process of developing a website for the first time or are looking to refine the one you already have, here are 7 steps to build a better site and get more rental owner leads.
1. Have a strong foundation
Like a safe home, a good website starts with a solid tech foundation.
The right technology is crucial to the overall success of your property management website.
The best part is that you don’t need to be a computer programmer to get a fast, secure, and easy to manage site.
All you need is a content management system and reputable hosting.
Content management system
A content management system (CMS) manages the creation and modification of your website’s digital content.
They are designed to make your site’s maintenance and life easier.
A CMS will help you manage the site without always having to rely on outside help (and pay the fees that go along with it).
There are tons of CMS options, but your best bet is to have your website built on WordPress.
It powers 26% of the internet and is trusted by brands like The New Yorker, Beyonce and yours truly, Upkeep Media.
Some contractor marketing agencies have their own custom-built website platforms. They can charge you a monthly fee for your website which means you never own it outright. If you stop paying, it gets taken down and you lose any momentum you’ve built over the years. We highly advise avoiding these types of companies. Once you pay for a website, you should own it.
A web hosting service allows you to make your website accessible on the World Wide Web.
This is where your website files are stored, and it’s required for all websites.
It’s worth paying the extra few bucks per month for the added security and fast load time.
Security is important because you don’t want hackers and spammy code messing up your property management website.
Speed is the loading time that it takes for your content to appear on a potential client’s screen.
Speed is a factor many property managers pay no attention to (and it ends up hurting them over the long run).
According to a study done by Hubspot:
47% of customers expect a web page to load in 2 seconds or less
a 1-second delay means a 7% reduction in conversions and an 11% loss of pageviews
speeding up your website by 1 second can increase organic traffic by up to 20%
Page load speed is serious.
Look for a service provider that offers dedicated hosting. This means your website will have its own server, faster load speed, and better security. (If you need a reliable hosting company don’t hesitate to reach out to us at Upkeep Media)
2. Build an Eye-Catching Property Management Website
Conventional forms of advertising and sales are slowly becoming much less effective.
If you’re not flexible enough to adapt to the new age of marketing, your company will be left behind.
Fortunately, I’ve created this article to show you an easier and more sustainable method of marketing that will forever transform the way you gain customers.
You’ll no longer need to spend your days’ cold calling or sending postcards to FRBO (for-rent-by-owner) listings.
(If you decide to continue these methods, this technique will also boost your success)
Would it be nice to build a machine that consistently helps you bring on additional properties to manage?
Would you like to have an automated process where rental property owners reach out to you to find out more information about your services?
If your answer to both questions is ‘YES!’, then continue reading.
The Boiler Room Problem
I want to share a recent story with you.
One of my friends owns a successful business. They generate a respectable annual revenue ($15M/year). They also sell a high-value product ($4k+ with margins in excess of 50%).
They are essentially a sales organization.
Their sales process works as follows:
Step 1) They purchase a large list of leads worth around $20,000.
Step 2) Their team makes cold calls to the purchased leads and attempt to arrange a demonstration.
Step 3) They have a dedicated team of ‘closers’ that sell the product.
While this strategy generates a considerable amount of revenue, their strategy faces an enormous roadblock: it is extremely challenging to have customers answer and stay on the phone to listen to what they have to say.
While this strategy does work, the process is extremely difficult and expensive. Each unsuccessful sales call that was dropped is a dollar down the drain.
When it comes to employees, it is evident that the employees have extremely low morale. Lots of employees that start end up quitting after a couple months. They may try as hard as they can to increase sales, however, if they can’t get a hold of someone to answer their call, they won’t be able to make a sale.
Because of the inefficiency and costs associated with this method, if they refuse to change their marketing strategy, it’s likely they’ll be left in the dust of their competitors.
Why This Strategy No Longer Works
How people make purchasing decisions has changed. How sales works has changed. Significantly.
1) Customers don’t like being sold to, they do research
Clients are now much more capable of making their own decisions. The internet has allowed consumers to do their own research. People won’t even go to a restaurant without looking up reviews.
They will look up reviews about your company before contacting you. Hell, they literally look up reviews about anything.
This floss on Amazon has over 1250 reviews alone!
Think about that for a second.
2) Consumers are absolutely SICK of ads
They’re tired of seeing ads everywhere they go. Take a look at these numbers:
78% of adults over the age of 35 think there are too many ads.
51% of adults aged 35 and older find the ads irrelevant to their interests.
So yeah, people HATE ads.
3) Consumers disregard everything.
They often don’t answer their phones. In general, they barely respond to messages – even from their friends!
(I have a hard time getting my own girlfriend to reply to a text message within a day)
So as a property management company how are you supposed to reach real estate investors in a world of overwhelming advertising?
The Answer to This Golden Question
Don’t advertise to them.
Real estate investors and do-it-yourself landlords are constantly facing challenges. They don’t want to be bombarded with ads about your company’s service. They want to hear about how to solve their issues.
This concept is called Inbound Marketing. It’s time you start using it to grow your property management company TODAY.
Instead of pushing your service on them, Inbound Marketing is all about attracting your audience to your company’s service
Inbound Marketing revolves around creating educational content that helps real estate investors and DIY Landlords. By answering their questions and helping them solve their issues you’ll start building a relationship.
This relationship will help your company position itself as an authority, which will ultimately result in them trusting you. Once they trust you, they’ll become curious about how your company’s services can help them with their problems.
The property owner now likes you, knows you, and trusts you.
This makes it 10x easier to close the sale.
Do You Want Help Growing Your Property Management Business?
If you’re reading this article, there’s a good probability you’ve heard the saying “content is king”. Well, I’m here to tell you that this is a lie.
Content is not King when it comes to capturing online leads for your property management company.
Now before you freak out, I suggest you read the rest of this article to find out why I’m saying this and what the most important aspect is for your property management company when it comes to online leads.
If you were planning a dinner party, before you invite anyone over you would clean your house and make it look as appealing as possible.
Online is no different.
Before you start investing in marketing, spending hours writing content, and sending traffic to your website, it’s crucial to make sure it will convert that traffic into leads.
Unfortunately, I see way too many property management companies that have a website so poorly designed that even they admit they wouldn’t hire their own company based off the look of their site.
Great design builds trust. Trust is and always will be why people buy things, online and offline.
“If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.” -Zig Ziglar
In a recent research study titled “Trust and Mistrust of Online Health Sites”, they set out to find out whether website design actually leads to more trust and sales in a company.
They observed women who were facing a risky health decision while searching online for advice for a month. All the women were interested in finding out more about their health issue and they all used the internet at a minimum of once per week.
The participants discussed their impressions of each website they visited. An overwhelming majority of comments were in regards to the design of the website.
In fact, 94% stated design as the factor for rejecting a specific website.
Starting to believe me when I say content isn’t king after all?
Let’s take a look at another example demonstrating the importance of web design.
In April of 2017, a client of ours (we’ll keep their name out of the discussion for privacy purposes) was looking for help generating property management leads.
Before starting any type of marketing campaign we told him he would be better off investing in a new website before investing in a marketing campaign.
Here’s a look at the number of leads they received through their website 2 months before the redesign vs 2 months after the website redesign.
Before Website Redesign
After Website Redesign
Solely from redesigning their website, they saw a 133% increase in the number of leads (6 leads to 14 leads) that contacted them through their website.
If you’re going to convert your website’s traffic into quality leads, you need to gain their trust.
Now that you know that you understand the importance of good web design, doesn’t it seem foolish not to make some changes to your site?
To determine whether or not your property management website needs some design updates, continue reading.
There’s a number of website design principles your website should adopt. If your website hasn’t adopted all of them, it may be time to update it.
Here’s a number of website design principles that you should look to add on to your property management website.
6 Design Principles You Should Follow
This principle should be a no-brainer but you’d be surprised by the number of property management company websites we see that aren’t responsive on mobile devices. As of 2018, mobile traffic has surpassed desktop traffic. In fact, 63% of all website visitors are using a mobile phone.
If your website isn’t mobile responsive, you absolutely need to fix this as soon as possible. Otherwise, you’re missing out on a more than half your potential website traffic.
2) Social Proof
When you display case studies and testimonials from your happiest customers (tenants and owners), you’ll find that the quantity and quality of leads from your website will increase. You can easily achieve this by displaying reviews from Yelp, Google, or Facebook on your website.
Pro tip: If you can get an image of your clients’ face to go along with the reviews, even better.
3) Use Colors In Strategic Locations
When it comes to color, less is more. The fewer colors you use, the more you’ll be able to make specific sections stand out by using color.
When it comes to web design, white space is HIGHLY underrated. In a world of information overload, you want to be able to guide your website visitors to specific areas on your site through the use of color.
You should be using color only in specific sections where you want your users to take action. For instance, where you offer a Free Rental Analysis or a Free Ebook for Real Estate Investors. This will drastically help increase your conversion rate.
4) Make Contact Forms Simple
Did you know that when it comes to your website, the average human attention span is shorter than a goldfish’s?
Goldfish = 9 seconds
Humans = 8 seconds
Since you have such a small amount of time to capture someone’s attention online, you shouldn’t be wasting their valuable time asking for a ton of information on your website’s contact forms.
Try to keep the number of fields to 3 or 4 if possible. Whenever possible, keep your contact form fields to Name, Email, and Phone Number.
5) Make Your Contact Info Visible
It shouldn’t take someone more than 2 seconds to locate your company’s phone number and email address on your website. You can do a test by asking 10 friends to look at your company website. Time how long it takes them to locate your email and phone number to see if your company information is easily accessible.
If it takes them longer than two seconds, fix that ASAP. Generally, we recommend including the phone number and email address in the header of your website.
6) Include Calls To Action
Every page on your site should have ONE Call-to-action (CTA). No more, no less.
The more choices you give your website’s visitors, the less likely they are to make a decision. If you have a page on your website that asks them to join your newsletter, obtain a free rental analysis and download your e-book, they probably won’t do any of them.
The only page on your website that needs multiple CTAs is your homepage. On your homepage, you should make it clear where tenants and owners should click to access their section of your website.
Let’s Look At The Numbers
If you’re updating your property management website out of the stone ages, do yourself a favor and hire a professional. Make sure you build a website that’s going to represent your brand and build trust in your company. Give your web designer this list of principles and make sure they follow them.
While it may seem expensive to hire a professional to build your website, the opportunity cost is far greater.
To drive this point home, let’s take a look at the numbers.
If your current website has 1,000 monthly website visitors and a conversion rate of 1%, that means you’re converting 10 visitors per month to leads.
Now if you’re able to fix your website and get a professional web design company to make you a website that follows the principles discussed above, you should be able to bring your conversion rate to at least 2.35%.
At a conversion rate of 2.35%, those same 1,000 monthly visitors will generate 23 leads per month.
Without increasing your website’s traffic, you’ll now have nearly 130% more leads simply by improving your website’s design.
Using the figures above, let’s assume you’re able to close 20% of all leads your company receives via your website into new doors to manage. This would result in your company adding an additional 2 doors per month solely due to having an improved web design.
Given that the average property management contract is worth approximately $3,000, doesn’t it sound crazy not to invest in a professional website for your company?
If you’d like help designing a new website or fixing up your existing website to improve conversions, don’t hesitate to reach out to us at Upkeep Media. We work exclusively with the property management industry and have a TON of experience designing property management websites that are built to convert your visitors into paying clients.