VI. Marketing Plan
This Section's Contents
You can download our Property Management Business Plan Template (including a full, customizable financial model) to your computer here.
The [Company Name] Brand
The [Company Name] brand will focus on the Company’s unique value proposition:
- Client-focused property management services, where the company’s interests are aligned with the client
- Service built on long-term relationships and personal attention
- Big-firm expertise in a small-firm environment
Promotions Strategy
[Company Name] expects its target market to be individuals working and/or living within [state]. [The Company’s] promotions strategy to reach these individuals includes:
Targeted Cold Calls
[Company name] will initially invest significant time and energy into contacting potential clients via telephone. In order to improve the effectiveness of this phase of the marketing strategy, a highly-focused call list will be used, targeting landlords and sellers who have listed by themselves and are having difficulty finding a buyer. As this is a very time-consuming process, it will primarily be used during the startup phase to build an initial client base.
Referrals
[Company name] understands that the best promotion comes from satisfied customers. The Company will encourage its clients to refer other businesses by providing economic or financial incentives for every new client produced. This strategy will increase in effectiveness after the business has already been established.
Additionally, [company name] will aggressively network with useful sources such as home contractors, real estate development companies, and businesses. This network will generate qualified referral leads.
Online Marketing
[Company name] will invest resources in two forms of geographically-focused internet promotion—organic search engine optimization and pay-per-click advertising. The Company will develop its website in such a manner as to direct as much traffic from search engines as possible. Additionally, it will use highly-focused, specific keywords to draw traffic to its website, where potential clients will find a content-rich site that presents [Company name] as the trustworthy, well-qualified property management firm that it is.
Publications
[Company name] will list its properties for rent and sale in key local publications, including newspapers, area magazines, and its own newsletter. Additionally, the company will print brochures and place them in specific locations frequented by target individuals, such as small business development centers and accountants.
Community Events/Organizations
[Company name] will promote itself by distributing marketing materials and participating in local community events, such as local festivals, business networking, or sporting events.
