02 Jun

What Is Your B2B Marketing Message?

As property owners and managers we need to change our thinking about marketing. For instance, do you have a B2B (business to business) marketing message or do you just focus on B2C (business to consumer) marketing? I would guess that many of you have B2C messages down pat, but fail to focus on B2B. The reason the real estate management industry does not look at itself as playing in the B2B world is due to a myriad of things, but the most pertinent being our training and how we’ve been taught to present ourselves to the marketplace.https://managerlabs.com/wp-content/uploads/2012/06/b2b.jpg 425w" sizes="(max-width: 300px) 100vw, 300px" />

For instance, a typical business report about the economy focuses on consumer spending, retail, housing starts, home buyers, and the stock market. There is no mention of the terms we are familiar with, such as number of units, total square feet, vacancy, occupancy, tenants, building improvements, and leases signed. There is no connection to our industry metrics and benchmarks. Our data and statistics are not tracked due to the nature of our business model. It is as if our industry is a forgotten piece of the economic pie.

For this reason, I think there is a disconnect in how we really fit into the picture. My intent is to turn the tables and give you some tips on how to improve your B2B marketing messages by giving you the confidence to realize that we are vital to our communities.

The B2B marketing message you create should have to do with the value delivered to your nearby communities. Our properties purchase supplies and products from local merchants, as well as provide jobs to service industries such as painting and plumbing. Our properties deliver massive opportunities that are necessary to complete the community. Do you know the economic impact that your property provides? Do you know where your residential customers work or where commercial customers live? These are vital insights that will help you to understand your customer base and can help you create a strong B2B marketing message when you are communicating with potential clients.

As a property manager, you are a business. Not only should you market your property to the end customer, but also to the businesses of that customer. For instance, build a relationship with the store manager of the local grocery store. Feel proud, confident, and shake hands with that B2B professional. Even offer to show them the property if they’d like. Sounds strange doesn’t it? Use this interaction to explain how you fit into the community, and what value your property provides. This relationship could also help make the difference when a property owner is trying to decide between your property management company and another because it shows that you are an active member of the community and that you understand the property needs to function as part of a whole. It demonstrates that you know who your perspective tenants are, and what their needs will be.

Property managers are part of the larger community and we must tailor our marketing message to the obvious B2C customers, as well as the less obvious B2B beneficiaries.  Make a list of all of those businesses that benefit from your property. Develop a plan to attend local meetings or just visit the locations to leave a business card. If possible, offer incentives or setup cross promotions with the other businesses in order to reach out to your community. Open up a line of communication with that business. Get creative, have fun, grow your customer base, and network with other business leaders. It is vital that you create your own B2B marketing message in order to show that you are a key element of the community!

“More content available at All Things Property Management by Buildium, industry leaders in Online Property Management Software.”

23 Apr

Get Found by Improving Your Website’s SEO

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Image by Danard Vincente via Flickr

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Sarah Gabot is the Marketing Coordinator at RentJuice. She joined the RentJuice team in 2011, and regularly authors blog articles for The Rental Standard. RentJuice makes easy-to-use software that allows rental professionals to manage the entire leasing process, from getting listings to closing deals, in one place.

What does it take to be on top of search results when prospective renters Google for
office space in your area? Unfortunately, building a beautiful and attractive website
with updated listings doesn’t cut it. Your website needs to be search engine friendly.
This means you need to know how search engines work, and tweak your website
so that you’re more likely to be found by search engines. You need search engine
optimization, otherwise known as “SEO”, to boost your website up on the search
results.

Be placed higher in renter’s search results using SEO and learn how it can help your
commercial rental real estate website be found.

Tip #1: Figure out what your potential clients are searching for.
When a person enters a search in Google, the search engine will crawl the internet
to find a webpage that matches their search phrase and keywords as closely as
possible. To figure out what phrases and keywords people are using on Google,
use Google AdWords keyword tool to find out. Including the phrases that your
clients use to search for properties like, “office space in Chicago Loop” will help
search engines match a potential client’s search to your webpage.

Tip #2: Share your website: Linking is important.
Increasing the number of links pointing to your website from other websites is
called “link building.” More links on other websites that point to your website will
place you higher in Google searches. For example, if Agent Sally’s link is featured in
an online newspaper, another blog and a forum, she will appear higher in Google
results than other brokers that have no external websites linking to them.

How do you get others to link to your website? You need to have content that people want to read.

Tip #3: Make your content valuable.
A common phrase used to describe this is “content is king”, meaning everything you
post on your website needs to be important and valuable to prospective clients on
your site. Folks won’t stay on your website if they can’t find what they’re looking
for. Know what businesses are looking for when they surf the internet looking for
office space. Are they looking for rentals by neighborhood? If so, include additional
information about the general area, like demographics, walkability or nearby
amenities. Not only will prospective customers feel your website’s content is
valuable, but so will search engines.

Why do I need this?

Google’s keyword tool says there were over 135,000 searches in one month for the
phrase “rentals in Chicago.” That’s a lot of people searching for a rental property.
(Note: It doesn’t include other search terms like “office space in Chicago”, increasing
the number of searches). Without SEO, your rental website will be at the bottom of
the barrel, causing you to miss out on thousands of local potential clients.

“More content available at RentJuice The Rental Standard blog.”