Media digitalization has made it more difficult for companies to stay top-of-mind and engage meaningfully with their customer base. That’s why many property management companies have started encouraging their customers to subscribe to periodic newsletters.
Newsletters are a great way to engage with your clients and promote your property management services. Whether you’re offering a promotion or sending out an important business update, conveniently providing this information to your customers will boost your business and remind your clients why you’re their best choice in property management!
This article will provide you with tips and tricks you can use to create an engaging and informative newsletter.
How to Create a Newsletter
Determine Your Target Audience
Before you start drafting a newsletter, it’s important to determine your target audience. Existing and prospective clients have different needs and wants, so tailoring your newsletter to its audience’s needs is critical to your success. Below you can find strategies that will help you create a newsletter optimally suited to your target audience’s needs.
Existing Clients
Your clients already know about the services you provide. Instead of simply providing information about what you offer your clients, let your existing clients know about new business developments.
Some of the most common things newsletter subscribers look for are new services, promotions, and informative guides and blog posts that will help them improve their ROI.
Prospective Clients
Connecting with prospective customers can be difficult, but an engaging newsletter can inspire property owners and landlords to choose you as their property management partner. When writing to potential customers, always include a call to action (CTA) in your newsletter.
Below is a list of some of the most effective CTAs for prospective clients.
- Reach out today to learn more about our services
- Contact us to learn how we can maximize your ROI
- Click here to schedule your free consultation
What to Include in Your Newsletter
The most important part of any newsletter is its content. Great content will engage readers and inspire them to take advantage of your services. When you showcase your industry expertise, new and old clients will trust you more and consider your newsletters a valuable resource.
Consider including information on the topics below in your newsletters to boost customer engagement and enhance your company’s presence in the community.
Rental Market Insights
Property investors and landlords are impacted by shifts in local real estate markets. You could choose to discuss the current rental market or real estate market. Summarizing real estate developments in the areas you service will enhance your reputation as an industry expert.
We recommend reviewing city council websites and other official sources for information on home values, real estate reports and new development projects to include in your newsletter.
Property Listings
When you include your most recent listings in your newsletter, your subscribers will gain a better idea of how your services can benefit them. When your current and prospective clients see an engaging and well-crafted listing in your newsletter, they’ll be more likely to hire you to list their properties when they have a vacancy.
Additionally, some clients may share your listings with their friends and family, which will help you further grow your property management company and client base.
Client Testimonials
While word-of-mouth reviews remain one of the most effective ways to improve your company’s reputation, statistics show that most consumers consult online reviews before employing a company’s services.
When your subscribers read client testimonials, they should be able to see how your services will help them achieve success. Instead of statements like “this company offers great services,” try to include more in-depth quotes from your clients.
When you include testimonials in your newsletter, it will help build more trust between you and your audience and inspire potential clients to hire you as their property management partner. Just remember to include descriptive testimonials that explain how your services helped your clients.
Try to ensure that the reviews you include in your newsletter have the following information:
- What service the client accessed
- How that service benefited them
- The client’s level of satisfaction
- A statement indicating the client will continue to do business with your company
Information on Your Services
When your services change, or you decide to offer something new to your clients, let them know! Showcasing how you work and describing the tools you use to serve your customers will help prospective and new clients understand your business model and remind older clients that you are committed to continuous improvement.
As digitization continues to impact the real estate industry, it’s especially important to let your clients know when you’ve made an innovative technology-based upgrade to your services.
Whether it’s an online portal where property owners can review financial statements or a new online rent-collection system, your customers want to know how your services can make their lives more convenient!
You can also include a call to action in this section of your newsletter that will inspire readers to reach out and learn more about your offerings.
Events Calendar
Having a positive presence in your community is essential to succeeding and growing your property management company! That’s why it’s important to be involved in community initiatives and be present at local festivals and events.
You can also increase your engagement with community members by including an events calendar in your newsletter. Some of the most important events to include in your newsletter are:
- Holidays
- Celebrations and parades
- Festivals
- Charity fundraisers
In addition, you can highlight local clubs and organizations that your audience may be interested in in this section of your newsletter.
Local Business Spotlights
Showcasing other local businesses in your newsletter is another great way to highlight your commitment to serving your community. When you spotlight small, independently-owned local businesses, you prove that you care about the local economy and the hard-working people who contribute to it.
Promoting local enterprises in your newsletter will also help you build meaningful professional relationships that can increase your client base and improve your reputation as a community-minded company.
When considering which local businesses to spotlight, we recommend considering the following options:
- Restaurants
- Coffee shops
- Niche retailers
- Spas
- Fitness centers
- Specialized grocery stores
Answers to FAQs
As a property management company, you’re no stranger to frequently asked questions. Chances are, many of your clients have similar concerns or are looking for the same information.
To ensure the answers you provide are ones your clients care about, you can ask your audience to submit their questions via email or social media. This will not only help you connect with customers but can increase your newsletter subscription rates.
You can choose one or two questions from your readers to answer in each newsletter based on popularity, how complex the answers are, and how many questions you received overall.
Helpful Guides
Newsletter subscribers love learning new things! That’s why adding easy-to-follow guides to your newsletters can increase engagement and subscription rates.
As an industry leader, you can draw on your own experience to create these guides. However, interviewing local experts like experienced contractors is another great way to create valuable newsletter content.
If you’re struggling to come up with ideas for guides that will help your client, consider the following:
- Rental Property Renovation Tips
- How to Calculate the Return on Your Investment
- Strategies for Communicating with Your Tenants
- When to Perform Property Inspections
How to Send Your Newsletter
Your newsletter won’t benefit you unless your audience can access it easily. While traditional newsletters were delivered via post, this method is now outdated because mail services are often slow and expensive.
Most businesses now send their newsletters via email. This is by far the most convenient and easy way to connect with your readers. While you can send a newsletter from your own email account, Mailchimp and Constant Contact also offer newsletter services for business owners.
In addition, when you send newsletters via email, your readers can access them whenever and wherever is most convenient for them. This format also allows your readers to share your newsletter with people in their lives, which can lead to an increase in subscriptions for you!
Some companies now offer their subscribers the option to have newsletters and other materials texted to them. Though this isn’t as popular an option among subscribers as email newsletters, more and more readers are opting in to text message newsletters.
Regardless of how you decide to send your newsletter, make sure that it is formatted well so that your readers can access your content easily. Prior to sending out your first newsletter, remember to preview it on your computer, tablet, and cell phone to ensure all of your readers will have the best experience possible.
How Often to Send Your Newsletter
Every company has different needs, so it’s essential to make sure your newsletter schedule fits seamlessly into your business model. While newsletters are a great way to connect with your current and future clients, it’s crucial that creating and sending out newsletters doesn’t take away from other areas of your business.
Below are common newsletter schedules that successful enterprises use to highlight their offerings and connect with their clientele.
Weekly
Weekly newsletters can be great if your business offers new promotions or services on a regular basis. However, weekly newsletters can be a lot of work to create and are most effective if new information is included each week.
Bi-Weekly
Sending your clients updates bi-weekly will ensure you stay top-of-mind and keep your customers updated on developments in your business. We suggest using this format if you offer regular promotions or consistently have new listings that your clients could benefit from seeing.
Monthly
Monthly newsletters are common across multiple industries, including property management. Many readers are overwhelmed when they receive a lot of emails, so sending out a monthly update can be a great option if you notice your subscription rates fluctuate a lot.
Additionally, sending out a monthly newsletter gives you time to connect with local businesses and experts you may want to spotlight.
Quarterly
If you have a well-established organizational structure in your business and your services are tried and true, then you probably won’t have a lot of new developments to share with your clients. As such, a quarterly newsletter may suit your needs best.
If you use this schedule, you’ll still be able to answer your clients’ FAQs, highlight local companies, and provide valuable information to your readers while ensuring you have plenty of time to operate your business.
On Holidays
Holiday newsletters can be similar in tone to quarterly newsletters but have the capacity to increase reader engagement by offering your subscribers timely and highly-specialized information.
For example, if you include a local business spotlight in your newsletter, you can include information about any seasonal or festive events. Similarly, you can make sure your clients are aware of your holiday hours and any events you may be hosting or promotions you’ll be offering.
However, before you start sending out holiday newsletters, it’s a good idea to research which holidays are most celebrated in your community. As a public-facing company, it’s crucial to include all members of your community.
So, if you’re thinking of sending a Christmas newsletter it would also be beneficial to either include other winter holidays or send out newsletters for other seasonal celebrations. This will ensure all of your clients know that you value and support them and are an inclusive and welcoming business.
How to Boost Subscription Rates
Don’t worry too much if your subscriber base is small to start! Every newsletter has to start somewhere, and it’s normal for businesses to grow their readership over time. However, there are a few ways you can encourage your current and future clients to subscribe to your newsletter. If you want to boost your subscription rates, consider the following.
Sign-Up Links
Most websites have a contact page where people can reach out to the company directly. In recent years, more and more businesses are also including a newsletter sign-up option on their contact forms so people can easily gain access to exclusive content.
Similarly, you can include sign-up links on other pages on your website. If you do this, we recommend including a call to action in your content. Some examples of this include:
- For more information, sign up for our newsletter
- To learn more about our services, or gain exclusive promotions, sign up for our email list
- Sign up for our newsletter and keep up to date on special events by clicking here
You can also offer special products like a digital template or downloadable resource to those who sign up for your newsletter.
In-Person Promotion
If your company hosts an event, has a booth at property management conferences or fairs, or has a representative in the community, you can take that as an opportunity to increase your newsletter subscription rates!
Bottom Line
Whether you’re new to the property management industry or just want to increase your brand’s presence, a newsletter can be a great tool for you and your business!
Although creating and distributing effective newsletter content can be challenging when you’re taking care of other aspects of your business, it can be a great way to increase your brand presence and client engagement.
