Owning a home maintenance service business can be very rewarding in today’s market. Whether you are skilled in carpentry, plumbing, electrical work, painting or roofing, many homeowners prefer having a reliable contractor to go to when a repair issue arises. Even if you specialise exclusively in a particular home maintenance area, there are steps you can take to increase awareness of your business and, therefore, your client base. Identifying potential clients, offering promotions and collecting referrals are a few ways to successfully grow your business.
Over the past few years, the way property management companies are marketed dramatically changed. The Yellow Pages, print, radio, TV commercials, cold calling, telemarketing — all of these are essentially obsolete. No business can hope to survive in this day and age without digital marketing.
Although online marketing can seem daunting, it has a ton of potential to help your property management business stand out, penetrate new markets, generate leads and increase revenues.
What’s more, you don’t even need an enormous marketing budget to achieve it.
In this article, we will show you the different strategies you can use to bring in new clients for your property management company.
In the world of online marketing, the key is to be the first mover, or at least an early adopter of new ideas and strategies.
We guarantee that most of your competitors won’t adapt as quickly as you will. Even if they do, they’ll be entering late in the game, and will need to play catch up with your company.
There is little room for error in marketing a property maintenance business in today’s economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
We recognise that the best property maintenance business leaders tend to possess solid marketing skills. Yet in this industry, the characteristics of able marketers aren’t always obvious.
Today’s small businesses operate in a dynamic sales and marketing environment. More than ever before, foundational marketing concepts have become the bedrock upon which successful marketing strategies are constructed.
We have a wide range of property maintenance Melbourne services at Hitch Property Constructions.
Maintenance Service Marketing Ideas
Come Up With A Solid Business Plan
You need to have a plan of how you’re going to make money. It’s worthless starting a company if you aren’t sure how the revenue will be generated. With a property maintenance business, you have to realise that there is a lot of competition out there. So, you need to think of a plan that will make you stand out from the crowd and reel in the customers. One thing you should do is a state that you’ll do all types of maintenance work. This means people can call on you to do anything they need. It’s convenient for them because they can call you and get you to do two jobs, instead of calling two separate specialists.
Another thing you need to make clear is that you’ll do a one-off and contracted jobs. Some people hire a company to do a one-off maintenance job; others prefer someone to come along regularly. By offering both options, you appeal to both sections of the market. If you have a good business plan, you’re bound to get a lot of money.
Find Some Suppliers
Starting a property maintenance business means you need a lot of equipment and supplies. The art of maintaining a property means you have to contend with various issues. So, you’ll have to find various suppliers to purchase the supplies you need. For example, you’re going to need paint to help touch up roofing or exterior walls. There are companies that can supply items like this. Then, you have to think about the equipment you’ll need. Primarily, you’ll require a lot of basic handyman tools. It doesn’t matter where you get your supplies from, what matters is that you’re fully stocked and always have what you need. The last thing you want is to be called out to a job and not have the supplies to carry out your work. This would be not good for business, and people will soon stop calling you.
Start Off Small
One of the best pieces of advice I can give you is to start off small. You must recognise that your property maintenance business needs to start from the bottom. Take extra care to ensure you aren’t biting off more than you can chew. What I mean by this is don’t overload your diary with jobs and contracts. You’ll find it very hard to keep up with the work, and your business will end up failing. My advice is to start small, work on your own and make sure you’re only doing as much as you can handle. If things start taking off and you get loads of bookings, maybe it’s a sign you should expand? Then, you can consider hiring employees and taking on more work!
You can use the advice in this guide to help you start a successful business. Remember, you still need to work hard and have a clear goal, or things won’t go as planned!
Hiring A Marketing Firm
Eventually, nearly all property maintenance business operations turn to market firms for guidance. Unless you have a marketing background, you won’t be able to touch the ROI you’ll receive from a professional firm. Once you decide to hire a professional marketing firm for your property maintenance business, the experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
Social Media Monitoring
The use of social media as a marketing tool is the latest wave to overtake the small business community. Combined with a functional company website, social media attracts new customers and converts them to brand advocates. Even though the potential for social media to generate positive conversations about your product is good, the potential for it to create negative, online word-of-mouth is a concern that must be taken seriously. All property maintenance businesses are especially vulnerable to negative exposure through social media. Social media monitoring can be as simple as periodical Google searches or as complex as the application of sophisticated monitoring software. Either way, it’s essential to develop a system for regularly monitoring your company’s presence in social media, followed by positive customer engagements.
Improving Customer Loyalty
Savvy entrepreneurs target customer loyalty as a cornerstone of strategic planning. In property maintenance businesses, sorted and updated mailing lists obtained from top-tier providers are effective tools for customer acquisition. To encourage customer loyalty, you’ll need to tap into deliberate mechanisms that incentivise customers to reward your brand with repeat business. In many cases, online channels can be leveraged to create innovative customer loyalty programs.
Identify Potential Clients
Homeowners are the natural market for your services but don’t overlook other possibilities. Another market consists of condominium or apartment building managers who don’t employ an onsite maintenance person. Research neighbourhoods in your local area to find high concentrations of potential clients. A community of senior citizens or an area of older homes or condos where maintenance is more of an issue may be a good source for new clients.
No one will know you offer home maintenance services unless you market to them. So, slip flyers or postcards listing the home repair services you offer into the door frame or under the mat at residences in your target neighbourhoods. Include your contractor’s license number to build trust, and prominently feature your contact information to make it easy for new clients to reach you. Always ask for a referral as soon as you finish providing services in a client’s home. Form a networking group of people who sell to the same target market, such as landscapers, cleaning services, pool companies and interior designers, to build relationships that lead to referrals.
A website helps people find you on the Internet, a necessity in today’s web-based world. On the services page of your site, create categories to show the types of services you offer, such as painting and drywall, electrical, plumbing and carpentry. Then, provide details about the types of project you handle under each category. For instance, underpainting and drywall you might mention hanging drywall, patching holes and removing old paint or wallpaper. Sign up with online referral services, such as Angie’s List and Service Magic, to get referrals from their sites. Encourage clients to post reviews of your work on these websites since prospective clients depend on those reviews when choosing a contractor.
Stay in Touch
Send an occasional email or a newsletter that reminds homeowners of seasonal chores, such as roof repair in summer. Highlight a recent project to provide ideas and use testimonials to build credibility. In addition to reminding prospective and current clients of your business and of home maintenance projects they may need to address, these messages also make homeowners aware of others skills you have and encourages them to use your services for multiple projects.
Here are tips to help you start your own property maintenance business:
This is the most critical aspect that you need to attend. In fact, research is the single most important thing that you need to do before you pick up that piece of paper to implement your business idea. Visit properties near the location where you are planning to set up your business. Meet the tenants and see what their primary concerns regarding the properties are.
Investigate the competition
Your research does not end at tenants. You will also need to spend significant time learning about your competition. Study their business plan and find out what made them successful. See what services they offer and how the consumers have been benefiting from their solutions. This will help you understand the market well so you can set your business apart from the competition.
Looking for comprehensive services on property maintenance? Look no further! Hitch Property Constructions has you covered.
Seek advice from other entrepreneurs
Another great way to seek inside information of the business is by talking to people with similar trades. However, do not confuse your competitors to be your well-wishers. A business owner in the same city is unlikely to root for your best interests. Try looking for someone who runs the same business in a different city. These entrepreneurs can suggest some tips and tricks that can help you run the business smoothly.
Consider buying an existing business
When you’re contemplating the idea of starting a Property Maintenance Business, you probably want more control over the firm. However, the risks of investing in a startup are significantly high. You need to curate the plan, consider what facilities you will provide and hire men for your firm. An alternative to this can be buying a business that has already established itself in the market. Although it can demand some significant cash, the risks will be considerably lower than that in a startup.
Is franchising the solution?
Another alternative solution to business owners like we discussed above is seeking a Franchise. There are a plethora of businesses that have successfully struck a chord with the masses. The ‘brand name’ will help you connect with a broader customer base and establish trust with them. People are more likely to seek your services if you represent a name that is synonymous with Property Maintenance in other parts of the world.
How to Market a Property Management Company:
Understand the Basics of a Keyword Marketing Plan
Keyword marketing refers to promotional activities based on keywords that your prospective customers use to search on places like Google.
The most important tool for keyword research is the Google Keyword Planner. This tool helps identify the terms being used to find your type of business and service.
Once you have this information, you can use those keywords on your company website.
Keywords make your content stronger and more optimised for search engines, which in turn boosts your website and helps generate property management leads.
Know Your Company’s Competition
After doing basic keyword research, your next step is to find out what your competitors are doing. This helps you determine what works and what doesn’t within your market.
When analysing your competition, ask the following questions:
- What is your competition doing well in the search engine arena?
- How active are they on social media?
- How effective is their website or blog content?
- How active are they on YouTube?
- Which customer segments are they targeting?
These questions will help you determine the strength of your competition and any gaps that you can possibly fill.
Content Development Ideas & Strategies
When it comes to online marketing, we cannot stress enough the importance of good content.
You must develop high quality, informative, original and up-to-date content for your target audience. Ideally, you should be the go-to-guide on real estate for your customers.
Don’t think of content as simply words that fill up web pages. Instead, think of it as your ultimate communication vehicle which will make or break your brand.
Some tips to ensure effective content creation is the following.
- Make sure your content addresses a problem and offers a solution.
- Avoid making it about yourself. Instead, focus on the needs of your target audience.
- Build authority through original and informative content.
- Offer value to your audience. If they get what they want from you, they are likely to return the favour.
To sum it up, content is THE most important element of your online marketing strategy. Make sure you do it right.
Content Marketing Plan
Bear in mind that content shouldn’t be the end-all, be-all of your marketing efforts. Once you have your great content, you also have to ensure that your target audience sees it. You can do that through content marketing.
There are several strategies you can use to promote your content. You can:
- Share your posts on social media.
- Reach out to the real estate blogging community.
- Guest post on sites related to your business.
Don’t forget the “marketing” side of your “content marketing.” You don’t want to put all that effort into your great content, only to have it all go to waste because of inexpert marketing.
On the other hand, when done right, content marketing can put your head and shoulders above the competition.
Check out Hitch Property Constructions for a huge range of Melbourne property maintenance services.
Search Engine Optimisation
You can have a terrific company name, amazing content and the best services. But if you don’t optimise your website for search engines, online users won’t know anything about your property management business.
SEO primarily involves:
- finding the relevant keywords for your business;
- optimising your site for those keywords; and
- backlinking to your site.
Decide which services you wish to deliver to clients. Start small and deliver good service that will provide references for your advertising and brochures. Begin by obtaining a business license and insurance coverage. Consult with an attorney to write a contract that clients must sign as they engage your services.
Sit down with each client to gather information about services needed. Negotiate hours per week that you will serve each client and what your weekly fee will be. Offer services based on hourly fees as well. Hire partners and subcontractors if clients request services outside your realm of expertise.
Designate time blocks to serve particular customers needing predictable services. Appoint employees or partners to work in certain time frames and capacities so that they will know their work expectations. Buy cleaning supplies, repair tools and maintenance equipment to take onsite in a van or truck. Rent storage space or office space as needed if you choose not to run the business out of your home.
Keep your professional licences up to date. Review all licenses held by your employees for electrical work or plumbing too. Sending someone on site to do work without a proper license sets you up for liability issues if anything goes wrong. Stay on top of all paperwork and keep your business in order from every perspective.
Build your property maintenance business, one client, at a time. Refrain from taking on new customers until feedback is positive concerning the services you provide. Solicit lots of feedback from customers to figure out how to improve your business.