4 Vital Branding Points for Property Managers
Your property management company brand is comprised of the thoughts prospects, clients, colleagues, and even strangers have when they encounter your company’s name, logo, or other marketing materials. This brand is not only made up of the words you use to describe yourself on your website, brochures, and ads; it also includes what people say about you to friends, families, and colleagues.
Here are some areas you can control:
Your property managers, leasing agents, and support staff can be the biggest asset to your brand (or the biggest hindrance). You run a service business, where owners, tenants, and vendors interact with you and your team every day. These interactions are extremely important in developing a good reputation (online and off). Make sure your personnel are:
Dressed in branded clothing and are neat and presentable
Look professional with business cards having all relevant details people require
Responsive– dedicate time every day to reply to email, return calls, and provide proactive status updates.
Knowledgeable – educate and train the personnel that you hire so they are confident and proficient in performing their responsibilities.
A brand is not built on the thoughts or feelings of one person. It is built over time through consistent experiences. You should also be consistent in your marketing. This goes back to the more common perception of brand (logos, etc.). Make sure your offline marketing materials, online presence, and the message people get when they talk to your team are consistent. Use the same colours, imagery, logo, words, and font type. These elements all work together to produce a visual picture of your brand that leads to instant recognition.
Whether it’s your strong suit or not, you probably agree that an organized property management office is more productive – clients are happier, fewer fires erupt, and the staff is better at performing their job functions. Creating and documenting systems lay the foundation for an organized office. Defining systems makes it easy for your team to work together and serve more people.
Accessibility / Visibility
When you have a good brand, you want people to know it. Make sure you spread the word through social media, local media, events, and through supporting charities.
Limited visibility and accessibility can generate suspicion because the modern world expects transparency.
Now is the time to re-evaluate your brand and processes to produce positive experiences (which lead to a trustworthy brand reputation).