Fielding calls from prospective tenants and owners is an essential part of running a property management business. However, answering similar questions over and over drains precious time from other vital property management workflows. An adequate Frequently Asked Questions page frees up day-to-day business time and leads to more efficient workflow systems and automation.
Many prospects browse rental sites at off-hours and when they are unable to call on the phone. Providing an efficient FAQ page on your website draws more views to your company and improves customer satisfaction by displaying what prospects are looking for without needing to call around. Your property management company's FAQ page can also act as a marketing tool by highlighting how your company can be of service to them.
Here are some suggestions for crafting a helpful and lead-generating Frequently Asked Questions page.
Outline Your Pet Policy
The most pressing concern of more than half of your rental client base is finding a home that will accept their pet. Allowing pets in rental homes is a liability for homeowners, but putting regulations in place reduces the risk. Opening your doors to as many furry friends as possible is a huge marketing advantage in itself! If renters know most of your homes are pet-friendly, they are bound to refer their pet parent friends to you.
Giving a general guideline on your pet policy can be a tremendous help to renters and cut down a lot of phone traffic. You can list your restricted dog breeds list and mention pet fees. It's a good idea to state that ultimately, pet approval is up to the property management company. While outlining your policies, make it known that you respect that pets are an integral part of many families. This compassionate view will set your company apart from many property management businesses.
Briefly Discuss Your Application Process
Going through the application and rental process can be quite daunting for prospects, especially those that have never rented before. It helps to give those looking to rent through your company an idea of what to expect.
Some useful questions to answer in this section:
- Does your property management company hold homes for any length of time?
- What does it take to hold and secure a home?
- How much time does an applicant have to view the home, sign a lease, and put down their deposit?
Setting these expectations on your FAQ page can avoid frustration and reassure any prospects about using your company. If you have automated workflow systems in place to expedite the process, such as eSigning capabilities, it can be useful to mention them here.
Touching on your property management company's primary process is helpful, but don't go into too much detail and "paint yourself into a corner." The rental market is fluid, and policies can easily change, so it is vital to not nail down too much in writing to keep policies up-to-date easily. Avoid spelling out your entire process and "secret to success" all over the internet for your competitors to see. Keep the process loosely outlined to maintain just the right amount of information.
Highlight Your Rental Qualifications
Most prospects want to know what property management companies are looking for to qualify tenants in their rental application. Mention what factors are looked at as part of the screening and list the most basic requirements needed on the application.
Other questions you can answer in this section include:
- What is the income requirement?
- What about criminal history—are there any charges that will automatically disqualify a tenant?
- Would a cosigner ever be accepted?
- Does your company rely heavily on credit scores to make a decision?
Notifying prospects ahead of time what factors will disqualify them comes across as honest and forthcoming. However, as in the previous section, keep the qualifications list brief and vague to avoid an appearance of violating equal housing rights or downright discouraging prospects to inquire about renting a home. This section could be an excellent spot for a call to action to spur prospects into contacting your property management company for more information and inspire a fruitful relationship.
Market Your Value to Property Owners
Dedicating a section of your property management company's FAQ page to prospective homeowners can be an excellent source for generating leads. In this section, the goal is to persuade new clients to contact you for your management services. Many homeowners may have questions about the cost of your service, but don't spell it out here. Instead, state a prompt such as, "What services does your property management company offer?" and detail the exquisite service your company provides.
Highlight how hiring a property management company leads to reduced cost and increased revenue and put out a call to action for the owner to contact your company to inquire about fees. An in-person phone call or meeting displays your compassion, professionalism, and expertise to expand fully on your online business persona.
Your FAQ Page Is One Component of Your Property Management Website
Knowing what to include on your FAQ page—and in the right quantity—is both a science and an art. However, your FAQ page is just one component in the overall framework of a successful property management website. Each element is unique, and masterfully weaving their interplay together is how a website successfully generates leads.
Your website is the prime residence of your digital footprint, so "getting it right" is absolutely crucial if you want to grow more doors. Not sure where to start? Let Rent Bridge show you the way! Get in touch with us and schedule a consultation; we work with property management companies at every stage in their growth.