Branding plays a significant role in your success as a business professional. As you develop your company, creating a consistent brand presentation may increase your revenue by as much as 23%. There’s no question that crafting your brand’s image can have a massive impact on success and sales, but how do you go about doing that?
One way you can improve your brand presentation is through the use of a positioning statement. The perfect positioning statement is an amalgamation of several factors (which we’ll discuss below) and serves as both an internal and external marketing tool.
In many cases, a positioning statement is viewed as an internal tool that a business uses in order to ensure their marketing efforts are aligned with their brand. Those who work one-on-one with clients sometimes leverage their positioning statements when they work with leads, as well.
The ideal positioning statement is brief. It should include descriptions of:
Essentially, your positioning statement should serve as a concise rundown of how whatever you’re selling addresses a need that your target market (or persona) is struggling to meet. This statement is critical to strengthening your brand and selling your products or services.
Your positioning statements should be used both internally and, in the case of those selling directly to clients, externally. A positioning statement geared for use with clients will likely be more compelling and less-detailed than one created solely for internal use within a large company.
If you’re a property manager who’s looking to boost their sales strategy, your primary use for positioning statements will be during client interactions. You can also utilize positioning statements as hooks for various means of marketing– the two that we highlight below would be excellent as the opening line of an email or newsletter.
“Our current clients often think about making the jump into being a landlord, but don’t feel they have enough time to manage it themselves. Does that sound like you?”
This statement contributes a lot of effort towards moving a client through the sales funnel. Beginning with “our current clients” before leading into a roadblock to purchasing implies that you’ve worked through this issue with leads before. If other clients have gotten over their reservations, why shouldn’t this one?
Next, a problem is presented– leads want to become landlords, but don’t think they have the time it takes to do the job. In today’s world, everybody feels pressed for time. This problem is rampant and relatable; that translates to a positioning statement that can apply to just about anyone.
The question following the statement calls the reader or listener to action. They’re prompted to take a look at their own line of thought and assess what’s holding them back from taking the plunge.
“Many of our current clients used to find themselves managing their own tenants, but couldn’t provide the level of services needed to keep tenants happy. Does this resonate with you?”
This alternate positioning statement is excellent to have on hand for leads who may have been through the property management ringer already. You need to consider that not every potential client is clueless or uninitiated– they may have just had bad luck in your sector previously.
The statement is compelling, strong, and concise. The question at the end calls the lead to think and a common pain point for property managers is honestly and openly addressed.
If you want to learn more about how a killer positioning statement can improve your property management sales strategy, give our team a call today. Our staff is comprised of industry experts who are passionate about helping you reach your sales goals; and, for those looking for tools to help them out along the way, we’ve got killer sales email templates designed to help property managers increase their bottom line.
Email is a key element in your sales process. You probably touch base with prospects via email numerous times before you close a sale—or lose the sale. Of course, one of the primary challenges of using email or any other form of communication is getting a response. Your prospects are busy, indecisive, or maybe even just avoiding you.
It can be tempting to include a lot of information in your emails; after all, you have a lot to offer! However, keeping your emails short and sweet may improve sales email response rates and allow you to keep that line of communication open. This is why—and how to do it:
Everyone is busy these days. Long emails will either get skipped (the readers may tell themselves they’ll get to it later when they have time…but they never do) or get skimmed. Either way, some of that valuable information you provided is lost. And people tend to forget things: even though we have possibly limitless long-term memory, our short-term memory can only handle a few items at a time. You might assume your reader already has one or two of those items in his or her brain. If you contribute much more than that, you’re practically asking that person to forget all about it.
The Solution: Keep your email direct and to the point. This post suggests pointing out these four pieces of information:
After you write your email, re-read it. Could you remove some words? Are you being direct and specific about the action you want the reader to take?
Asking questions shows you’re interested in the other person, and it offers an opportunity for you to gather information that may help you close the deal. The questions you ask depend upon which part of the sales process you’re in, but using the right questions in your email encourages a response.
Questions You Might Want to Ask: What was your experience with your last property management company? What was most difficult about managing the property on your own? When do you need to make a decision on this? Is there anything getting in the way of making your decision? How can I best assist you in the decision-making process? What do you look for in a property management company? What would make us the ideal choice for you?
Endless emails (even short ones) to a prospect are a waste of your time—and theirs. If you’re not getting a response, it’s time for the break-up email, which is designed to kick-start the conversation or free you to move on to other prospects. HubSpot offers seven break-up email templates along with suggestions to keep it short, let them know you don’t want to bother them anymore, or tell them you’ll touch base in a few months.
This post outlines five elements you’ll want to include in your break-up email:
Quick Tip: Stay positive and avoid being accusatory. Keep the break-up email light-hearted and professional.
Tracking your email templates and response rates will give you a clearer idea of what works—and what doesn’t. When you partner with Property Management Pros, you have access to a proven email marketing plan to make sure your emails have the greatest impact. Contact us if you have any questions about becoming a property manager and how we can help you with email marketing.
The world is full of potential customers, and to have a successful business, you want all of them, right? Not exactly. There are good customers and bad customers, and every business will distinguish them differently: a “bad” customer for your business may be perfect for someone else’s—and vice versa. Having a successful business isn’t about having all the property management customers, it’s about having the right property management customers for you.
Here are a few tips to help you find customers that are a good fit for your business:
There’s a reason you don’t pick up a phone book and call it your leads list: not everyone needs what you have to offer. There’s no reason to waste time contacting people who don’t even own rental properties! A qualified lead is someone you’ve done your research on: not only do they have a property, but they’re looking for someone to manage it for them.
This article notes the difference between a marketing-qualified lead (someone who has what may be a passing interest in what you do) and a sales-qualified lead (someone who is ready to buy). For you, this might be the difference between someone who has a rental property and is managing it himself and someone who is actively looking for a property manager.
If you specialize in managing vacation homes, someone with a long-term apartment rental probably isn’t the best fit for your business. If you typically manage small apartment complexes, taking on a six-bedroom house probably isn’t ideal.
Just because the potential clients (think they) want what you have to offer doesn’t mean you’re the best person and business to give it to them. This is why it’s a great idea to connect and build relationships with fellow property managers. You can refer clients to the businesses that are better able to meet their needs, and they can refer clients to you.
The property should be ready to advertise and rent. This means all appliances are in working order and aesthetic concerns have been addressed. You’ll have a hard time marketing the property if it’s not clean and in good repair. This article offers eight tips for preparing a home for rent, which includes addressing safety issues, making repairs, and removing anything of value that the owner doesn’t want the renter to use or have access to.
You need to be clear about what you can offer, and the client needs to be clear about what he or she wants. If someone is pushing for a service you don’t offer or trying to get something for less than you charge, don’t make concessions or try to work out a deal. Instead, recognize that this customer simply isn’t the best fit for you. Taking those people as clients will probably not be worth it in the long run. Be transparent about what you do and what you charge, and make sure your customers are happy with that before you move forward. If not, it may be best to keep looking.
The right property management customers are out there: your first job as a business owner is to find them! With Property Management Pros, you’ll have the advantage of working with people who have been there, done that. We offer all of our partners thorough training, support, and marketing plans and materials to help you find and serve the right customers. If you have any questions about how we can help you start a successful property management business, please contact us.
When you create sales emails, one of the questions you have to ask yourself is, “How many of these do I need?” How often should you be contacting your prospects? It’s important to stay at the front of their minds—and equally important not to irritate or inconvenience them with too much communication. Here are a few guidelines to help you find the sweet spot:
Don’t reach out just for the sake of reaching out: make it meaningful. Offer value. This may be information about a new blog post or a promotion that could help the prospect solve a problem, or it may be a happy birthday message or something else that is personal to that particular contact. Each email or phone call should serve a purpose in addition to simply reminding the prospects that you’re there and ready to help them.
There’s a lot of data out there about the best times to email or call your prospects. For example, first thing in the morning is generally a bad idea, since everyone is getting to work, organizing the day, and managing urgent issues—not to mention going through all the emails they received overnight. You’ll also probably want to avoid weekends, holidays, and Mondays, since your message might get lost amidst the other messages that come in during those times when your prospect probably isn’t reading emails.
Phone tag is off-putting after the second or third attempt. Whenever possible, set a meeting time before you make that call so you can be sure you’ll connect with the person you’re trying to reach. Otherwise, they may not pick up your unexpected call; if they answer, they might not have the time or be in the mental space at that moment to deal with what you’re planning to talk to them about. You might start with a quick email or text: “Hey, I saw you were interested in XYZ. I’d love to speak with you about it. What’s a good time for me to call you?”
For prospects who are on your automated email list, give them a choice about how often they would like to be contacted: daily, weekly, or monthly, for example. Stick to that schedule so people know when to expect to hear from you. Take care to segment your email list so you can make each automated email as personal as possible. For example, you may not want prospects with houses for rent to receive the same emails as prospects with apartments or condos. You might have different messages for prospects with one property and prospects with multiple properties.
If you’ve made several calls or sent several emails and haven’t gotten a response, it might be time to rein it in. If your prospect signed up for your newsletter, he or she will continue to receive those and may, of course, unsubscribe at any time. There may be several reasons why the prospect isn’t getting back to you: he’s too busy, she doesn’t need your help right now, or he’s decided to go in another direction. It may be time for a break-up email: that final message that says you’ll leave them alone since you haven’t heard anything.
When you partner with Property Management Pros, you don’t have to create sales emails on your own. You get to take advantage of our effective marketing solutions, which include killer email templates to help move your prospects through the sales journey. Contact us to learn more about how to start your property management business—and how to market it effectively.