Social media has become the dominant method of communication these days, both in our personal and business lives. These platforms do a great job of connecting users with family, friends and work colleagues. It also allows users to share photos, videos and articles in a single space. The advantage of these platforms is this is where your potential customers are searching for their new property manager. As businesses optimise their lead generation focus and increase their brand awareness, it would be remiss to exclude these social media platforms from your advertising arsenal.

These platforms do a great job of connecting users with family, friends and work colleagues.

When potential investors are looking for a new property manager the first thing they do is upskill themselves into a better understanding of what to expect from a good property manager, the value they will receive from their services, and what questions to ask when interviewing one to manage their investment. Creating a social media presence is more than just posting ‘For rent’ properties or pictures of your team day. A good social media presence depicts you and your business as a local expert to attract these potential investors.

Creating a social media presence is more than just posting ‘For rent’ properties or pictures of your team day.

So what content would attract these investors? Firstly put yourself in their shoes and Google the things that would interest you if you were looking for a property manager, like, “What does a property manager do?” Don’t be too concerned about the specific wording. What you will find in the top results is a library of relevant content that potential investors are searching for. This is an opportunity to use these themes to demonstrate how your business will deliver value to potential investors. Keep Googling different topics and start a list of potential topic areas.

This is an opportunity to use these themes to demonstrate how your business will deliver value to potential investors.

Now you have a library of themes you need to build a content plan to deliver your message to your potential customers. Each theme you pencilled down will expand into more specific content ideas. Some of these ideas will be better suited to articles, some photos and others will be best suited to short videos. If you are having writer's block at this stage, use Google and Youtube to seed your inspiration. Now you have the content, plan out a weekly schedule to publish this content on your social media channels. A good cadence would be 3-5 social media posts per week.

Now you have the content, plan out a weekly schedule to publish this content on your social media channels.

Your social media presence needs to be consistent and reliable. Potential customers won’t make a decision based on one post. They will see multiple posts that start to peak their interest. Over a period of time, they will start to see you and your business as a local expert. Even better their family and friends may see your posts and recommend you as a known local expert. To make this happen, you will need to nominate someone in your office to ‘own’ your social media space. They will be responsible for regular posts, replying to comments and adding potential customers to your agency database.

Your social media presence needs to be consistent and reliable.

In a twist to coach these potential customers, that are consuming your social media content, into reaching out, you will need to lay down a ‘call to action’ (CTA). This is something that these potential customers can action, that may add value to their research. Think of it as a free gift. Examples of this may be a free rental appraisal, a property health inspection, a free seminar or an ebook. They would be required to add their name, phone number and email to receive this free gift. You would now have the contact details to start building a relationship with this new lead.

In a twist to coach these potential customers, that are consuming your social media content, into reaching out, you will need to lay down a ‘call to action’ (CTA).

Creating and maintaining your social media presence takes time and commitment. Once you have a flow of relevant content ideas, a library of free gifts and a sound posting regime, you will be well on your way to being seen in your local area as an expert. This will, in turn, create a gateway for new customers into your business.

Creating and maintaining your social media presence takes time and commitment.