As a property manager, growing your company often requires putting a significant amount of time and effort into promoting your business and services online. A solid digital marketing strategy can make a huge difference in your company’s success.
A huge part of your digital marketing strategy is creating high-quality content to attract more people to your business. When creating your content, you should aim to offer a solution to a problem that your target audience may be experiencing.
In the case of property managers, your target audience will most likely be landlords or other real estate investors.
This is where the content marketing funnel comes in. With this model, you will be able to reach three different kinds of demographics online by using your content.
In this blog post, we will give you everything you need to know about the content marketing funnel and how to use it to grow your business. First, we’ll go over exactly what the funnel is, describing each stage. Then, we’ll talk about what makes this funnel important, and how each stage can help your business expand and gain new clients.
Finally, we will give you tips on what kind of content you can create to reach people in each stage of the content marketing funnel. By the end of this blog post, you will be an expert in gaining new leads at every stage! So, keep reading to learn more about how to use the content marketing funnel to grow your property management company.
The 3 Stages of the Content Marketing Funnel
Now, what exactly is the content marketing funnel?
Stage 1: Awareness.
In the awareness stage, you want to focus on reaching people who do not know that your company exists. In fact, they may not even know that property management services exist! Your goal is to let them know that your services are available and what exactly they are.
Stage 2: Interest.
In the interest stage, you will want to reach people who have heard about property management before, and are potentially interested in hiring someone to help them with their investments. They may not know about your company in particular, but they are at least interested to know more about property management in general.
Stage 3: Decisions.
Finally, we have those who are ready to make a concrete decision regarding who they want to take care of their rental properties. These are always the most crucial leads, as they are the most likely to turn into clients.
When you are creating a content plan for your property management company, your goal should be to reach people who are in all stages of the content marketing funnel, as all of them are valuable in their own unique way.
Why Are Marketing Funnels Important?
There is one main mistake that many businesses make when creating content: they only focus on stage three of the marketing funnel. This is understandable, after all, you would think that the best way to gain more clients would be to target those who are actively looking for your services.
However, using this approach, you would be missing out on a larger demographic of potential clients.
According to one survey, about half of the surveyed property owners didn’t have their properties being taken care of by a professional property manager. This means that the main problem that you need to set out to solve with your content is growing awareness.
By taking the time to make content that reaches the first two stages of the funnel, you will be able to attract even more leads in the long run. Your goal should be to not just reach people who have heard of property management and are looking for a company to hire.
You also need to reach the accidental landlords or the landlords who have been managing their own rental properties and are in over their heads. These people may not even be aware that property management services exist, and by reaching them with your content, you could get ahead of the game and potentially gain some new clients.
Content to Make for Each of the 3 Stages in the Content Marketing Funnel
So, now that you are familiar with the content marketing funnel, what now? How can you apply it to your content creation approach? How can you use it to grow your business? Luckily, we have got a few ideas.
1. The Awareness Stage
As we mentioned above, this stage is for people who may not even know that property management services are an option for them. So, to reach this audience, you will want to create content that is educational.
For example, you could write a blog post that describes how to manage a rental property. This is helpful because when people are searching “how to manage my rental property”, they are obviously trying to take care of it themselves. They will then find your blog post and become aware of you and your company.
They may not be aware that your company exists, or that professional property management is an option that is available to them. So, if you have content that is available and aimed towards them, you have a better chance of driving them straight to your company’s website and gaining awareness for your business.
You can also consider running ads that are specifically targeted towards this demographic of people. Then, you can retarget ads to those specific individuals that bring them directly to your website.
This way, you know that you have given them the idea that hiring a property management company could be the right option for them. Once they’ve reached the point where they have decided to hire a professional to take care of their investments, they will already have your company in their mind as someone they can reach out to.
2. The Interest Stage
The next stage in the funnel targets those who may have an interest in property management services but don’t know about your company yet. This is the middle stage of the content marketing funnel.
These people are potentially interested in hiring a property management company, so you will need to emphasize how you can solve their current problems with your services to seal the deal.
People in this phase don’t know which company they want to work with yet, and they may not know exactly how much a property manager can do for them, so they are doing more research.
Your content should be what comes up once they start doing this research. They will most likely be searching topics such as “property management fees in my area” or “best property management company in my city”.
Once again, you want to use your content to draw this demographic to your company’s website. You can then set up retargeting ads to stay at the forefront of their minds as they continue to consider their decision.
If all goes well, when they’re ready to hire a professional property manager to care for their investments, your company will be the first one they think of.
3. The Decision Stage
This is the last stage of the marketing funnel. In this stage, you will be aiming to reach people who are already familiar with property management companies and who are actively looking to hire one, they just don’t know which one yet!
Here you can write blog posts such as “how to hire a property management company” or “how to choose the right property manager for you.” This is the kind of content that will help them make such a big decision, and once again, be directed right to your website.
Since they are actively searching for a property management company, people in this stage will be far more likely to contact you to learn more about your services.
Property Management Marketing Funnel: Bottom Line
As a property manager, having a strategic approach to creating content is the key to attracting new clients. By using the content marketing funnel, you will be able to reach prospective leads in every interest stage, allowing you to stay ahead of your competition and grow awareness about your property management company.
If you have any further questions about how you can use the content marketing funnel to expand your company’s reach and generate leads, contact our team at Blanket today!
