Your content marketing impact will grow when more property management leads have signed up for emails from your business. These same subscribers will click through to your website and learn more about the advantages of property management services because of the content housed on your blog.
However, how do you find those great subscribers—and more importantly, how can you keep them coming back for more? Here are just a few great methods.
Make Your Content Engaging for Real Estate Agents and Owners
The first and best way to grow your email list is to mention your blog as an option for visitors to your website who are coming to read great content that you've published. From real estate agents who came for a Realtor Referral Program to property owners searching for help setting up their fledgling investment business, your content has the potential to draw in customers.
- Turn these one-time visitors into long-time subscribers by making your content engaging and keyword optimized.
- You want it to show up on the first page of results when people look for property management in your service area.
Offer Longer Content in Exchange for Leads' Emails
Creating extensive resources is a great way to engage your property management leads further. You can create a pop-up that offers a handbook, checklist, or another resource that landlords will be excited to download. This download is tied to their email address, and by creating a valuable enticement to sign up, you gain a new email subscriber.
Creating these longer resources is a crucial part of your content strategy, and when excitement about them dwindles, perhaps a few times a year, you can create a new one or bring a seasonally-relevant one back. When visitors enjoy your blog and see the advertisement on your site suggesting that they download the content offer, they're likely to want to do so, giving their email address readily.
Host a Webinar or Event
When your business is tied to a localized area, it can be valuable to consider an event like a workshop or seminar that would bring in landlords or those who are considering it. In exchange for a discussion or knowledge-sharing experience, they sign up for your email list, and you continue your outreach to them over time. Not only does the event position you as knowledgeable (an implicit sales pitch for your company), but the property owners may also realize at the end of the talk that they are excited to work with a property manager!
During times of social distancing, a webinar can create a very similar effect. Not only can you often host webinars more affordably than in-person events, but you can also open them up to a diverse array of people, including out-of-state landlords who have properties in your region. Growing your email list of property management leads cheaply—and with some positive regard for your company—is entirely possible. These kinds of events—virtual or otherwise—help to make it happen.
Link to Your Blog in All Email Signatures
Another surprising source of email list sign-ups is just your email signature—and that of all your property management team members.
When you are responding to inquiries and sharing insights on a routine basis, having your name and title at the bottom of the email is expected, but if you just add "subscribe to our blog here," with a quick link, you can garner some new sign-ups in one fell swoop! This strategy is valuable because it means that those who are already engaging with you through email are getting another way to stay in touch and keep informed on what your company is doing and sharing.
Share Content Offers Through Social Media
When you work hard to source material and format it to become an attractive content offer, you want to get as many eyes on it as possible. Yes, the organic search traffic is nice, but why not broaden your reach?
Share your content offer on your social media pages, as well as sending it over to any local organizations of landlords who might want to review it and share it with their members. Yes, members would have to give an email address in order to get the content offer, but many of them will find your email information relevant as well!
At the heart of maintaining an email list is the content: you can buy or find email addresses, but the people who want to stay on your list are there because you offer them something of value in those emails. Find a way to focus your metrics on engagement, so that rather than just building the list, you're building a list of property management leads who open, read, and engage with your content.
Want help with creating a content-driven strategy that fills your sales pipeline with authentically-excited property owners who are ready to sign on with your business? Reach out to RentBridge today to make a plan!