In the competitive world of property management, a well-crafted newsletter can make all the difference. Not only does it keep prospective clients engaged, but it also helps to expand your contact base and promote effective communication with your existing clients. It's an excellent opportunity to showcase your expertise and reinforce why you're the best choice to manage their HOA or condo.
Image source: Property Managament Newsletter
Who should you write your property management newsletter for?
Deciding your target audience is crucial for an effective newsletter strategy. You can choose to write for existing clients or focus on prospective clients. Both segments are equally important, but they have different needs and expectations.
Existing clients:
Keeping your existing clients informed and engaged is vital. A newsletter creates an avenue for regular communication, where you can update them about your property management company's latest developments, new features, and share blog articles that may interest them. It also presents an opportunity to encourage them to leave reviews and remind them of your reliable customer service.
Prospective clients:
Engaging potential clients can be challenging, but a newsletter can bridge that gap. It allows you to demonstrate your expertise in property management and showcase your knowledge. For prospective clients, the call to action (CTA) in your newsletter should be tailored to encourage them to book a demo or take a specific action that aligns with their needs.
What should you write your property management newsletter about?
The content you include in your newsletter is crucial to its success. For existing clients, you can share blog articles, updates about your area, such as new businesses or restaurants, and news about your property management company. Your clients will appreciate knowing if you've hired new staff, moved offices, or have anything exciting to share.
When writing for potential clients, consider creating informative resources such as ebooks or downloadable guides about property management or how to manage a condo. Sharing relevant videos, podcasts, and blogs you've come across can also help establish your credibility and provide valuable insights to your audience.
How should you send your newsletter?
Choosing the right platform to send your newsletter is essential. While mailing physical copies might seem traditional, it's slow, expensive, and impractical. Email newsletters, on the other hand, offer convenience and cost-effectiveness.
You have several options for email marketing software. If you're comfortable with a simple layout and want to send it from your own email account, that can work, provided your content is engaging. For a more sophisticated approach, Mailchimp is a popular choice with its user-friendly interface and even offers a free plan to get you started. If you're new to email marketing, Constant Contact provides beginner-friendly features, easy tracking, and reporting. Another option, Sendinblue, not only offers email newsletters but also integrates text messages to stay in touch with clients.
How often should you send your newsletter?
Determining the frequency of your newsletters depends on your available time and resources. Starting with a monthly newsletter can be a good baseline, and from there, you can test and evaluate the response to decide whether you should increase or decrease the frequency.
If monthly newsletters still feel overwhelming, you can align with specific holidays and send newsletters for occasions like Thanksgiving, Christmas, Easter, Memorial Day, Labor Day, and more. Experimentation and research will help you find the optimum frequency that works best for you and resonates with your audience.
How to find contacts to send your newsletter to?
Building a contact list may seem daunting at first, but don't be discouraged. Start by including a sign-up form on your website to capture the interest of potential subscribers. Utilize your social media platforms by posting links to sign up for your newsletter or engaging with relevant social media groups. If you attend conferences or fairs, bring along an iPad or have a pen and paper handy to collect email addresses from interested individuals. With time and persistence, your property management newsletter will steadily grow.
Image source: Property Management Marketing Ebook
In conclusion, newsletters have the power to significantly impact your property management business. By carefully considering your audience, crafting compelling content, utilizing effective delivery platforms, determining the right frequency, and actively seeking new contacts, your newsletter can become a powerful tool for growth and success. Sign up here to discover more about us and how we can help you thrive in the property management industry.
