In this day and age of passive data collection, privacy breaches, social media etc., everyone should be hyper-aware of their digital footprint. For property managers being digitally aware is not only important for reputation but for business as well. Establishing a professional, dynamic presence drives engagement and subsequently attracts better tenants and clients while building your credibility in the property management community.
1. Google Your Name
Good online reputation management begins with a google search – content AND images! See what information comes up about you and set about rectifying (i.e. deleting) anything that may dull your shine… then beef up your privacy settings.
As a small business, you will also want to ensure solid SEO (search engine optimization). You will need to optimize your online presence to ensure a search on your company name returns optimal Google ranking of your name i.e. your company shows up on the first page of results.
2. Don’t Underestimate LinkedIn
Reputation and brand are interrelated so begin by focussing on your LinkedIn Profile ensuring information is accurate and your photo is polished and professional. This is the first step in building trust with prospective clients, your local network of property managers and the rental community.
3. Build your Brand
Convey brand consistency across your website, social media platforms, brochures, signs, business cards etc. This builds familiarity and enhances your reputation. Engage the services of a designer to help you create a professional, engaging brand identity and assets that can be employed easily across all marketing vehicles. And remember that everything is a ‘brand touchpoint’ – how you present at meetings, how you communicate electronically and in person etc.
4. Leverage Social Media
Nowadays there are so many ways to communicate your brand. Decide which marketing channels and social media platforms are most relevant to your brand and focus your energies on them. Managing too many is usually untenable. Instagram is a powerful tool for amplifying visual assets and attracting followers and ultimately, clients and tenants alike. People are drawn to properties based on pictures so use Instagram stories or photo series to advertise your properties. Consider using tools like Hootsuite or Later to plan, optimize and schedule Instagram posts (and Facebook, Twitter, LinkedIn etc.). These tools will help you grow your social media presence more efficiently.
5. Remember You are a Service
Never lose sight of the fact that property management is a service. This means that every contact you have with the outside world is an extension of your brand – and your reputation. Money invested in building brand assets or leveraging the power of social media will go to waste if your first contact with a client is miserable or if clients are ignored. Focus on delivering attentive, excellent service and train colleagues/employees to do the same. This extends to social media platforms. Do not ignore comments. Address complaints quickly and acknowledge compliments gratefully.
“Customer Service is an attitude, not a department”