Property Management Content Strategy Guide

If you’ve considered improving your digital marketing and content marketing effort, you might be asking who will do it, how to do it, or what will it take to become competitive.

Your content is very important, since regardless of how prospects arrive at your site to be introduced to your brand, they want much more than a product page and a buy button.

Buying property management services or software is a high-consideration purchase, often taking a good length of time. But when prospects have some intent to buy or switch software or service companies, your content needs to be ready.

A content plan or strategy goes a long way to helping you get your UVP/offers focused for prospects consumption.   Create excellent content, design it for customers and wide exposure online, and make your company the most significant provider. Whatever it is you do, offer, or need to accomplish, you might find this actionable content strategy guide helpful in creating your property management content strategy.

  1. Define Your Marketing Purpose, Goals and Audience

Goals:

  • Increase reach/brand awareness and establish thought leadership.
  • Generate high-quality leads and drive conversions.
  • Improve customer retention and engagement.
  • Differentiate meaningfully from competitors like Buildium, AppFolio, and Yardi establish credibility and build a positive reputation.
  • build awareness of your property management services, management competence, success and reputation.
  • build awareness of the full value and usability of your property management software.

Target Audience:

  • Property managers, landlords, and real estate investors.
  • Decision-makers in small to mid-sized property management firms.
  • Pain points: inefficiency, lack of automation, compliance issues, high costs, and poor tenant experiences.
  1. Content Strategy Framework

Be sure and focused on the UVP, brand positioning, and messaging theme to communicate. Decide on channels, content types, topics, and all assets you can bring into play in your campaign. Identify the narrative that will bring your entire campaign together and that will help each element power up the others.

Core Messaging:

  • Content Narrative: what is the cohesive, overarching story or theme that makes your offer the most valuable and help integrate the topics, stories, visuals you create and distribute across various channels.
  • Unique Value Proposition (UVP): Highlight what makes your software unique (e.g., ease of use, affordability, advanced features, or superior customer support).
  • Emotional Appeal: Identify the emotions you need to stimulate in your content and what topics/angles and stories will make impact and keep them engaged. Address the emotional pain points of property managers (e.g., stress, time constraints, fear of non-compliance).
  • Credibility: Use testimonials, case studies, stories, events you attend, people you know and data to build credibility and trust.

Content Pillars:

  1. Educational Content: Teach property managers how to solve real business problems (e.g., “How to Automate Rent Collection”) that they’re struggling with.
  2. Industry Trends: Share insights on Proptech, rental market trends, and regulatory changes.
  3. Customer Success Stories: Showcase real-life examples of how your software has helped clients and their testimonials.
  4. Product Features/Benefits: Highlight key features and benefits in a way that ties back to customer pain points.
  5. Engaging Visuals: Use infographics, videos, and interactive content to stand out.
  1. Web Content Strategy

Website Goals:

  • Strategize and build powerful topical content that syncs with Google’s algorithm and place content on other industry sites to create signals for Google’s ranking system.  Target specific keyword phrases you can rank in the top 5 for and build ranking power to rank for hundreds or thousands of other phrases.
  • Map out the prospect’s path to fulfillment and ensure you have specific content to respond to every touchpoint in their journey. Create a seamless user experience that guides visitors toward conversion (e.g., free trial sign-up, demo request).
  • Ensure your blog aligns well with your product pages and help section, because customers/prospects want a smooth brand experience and a quick path to allay their reservations about your company or software. The blog is critically important to your success, and the layout/content in these pages can contain elements that improve customer services while not interfering with enjoyment of the blog post.  Spend time considering a powerful blog design that keeps more users satisfied.

Actionable Steps:

  1. Optimize Landing Pages:
    • Create dedicated advertising landing pages for specific audiences (e.g., small landlords, large property management firms).
    • Use clear, concise headlines and compelling CTAs (e.g., “Start Your Free Trial Today”).
    • Include testimonials, case studies, and trust badges.
  2. Blog Content:
    • Publish 2-3 high-quality blog posts on important topics that support your pillar content pieces per week targeting long-tail keywords (e.g., “Best Property Management Software for Small Landlords”).
    • Topics:
      • “5 Ways to Streamline Rent Collection with [Your Software]”
      • “How to Choose the Right Property Management Software”
      • “Top Property Management Trends in 2025”
    • Include internal links to product pages and lead magnets.
  3. Special Resource Library:
    • Create downloadable resources like eBooks, checklists, and templates (e.g., “Ultimate Guide to Tenant Screening”).
    • Gate these resources behind a lead capture form.
  4. Interactive Tools:
    • Develop tools like a rent calculator, ROI calculator, or migration cost estimator.
    • Promote these tools on the homepage and blog posts.
  5. Video Content:
    • Create short explainer videos showcasing key features and benefits to place on YouTube, Twitter or Linkedin and on your product pages.
    • Add authentic, credible customer testimonial videos to build trust.
  1. Social Media Strategy

Platforms:

  • LinkedIn: Target property management professionals and decision-makers.
  • Facebook: Engage small landlords and property owners.
  • Twitter (X): Reach this enthusiast and impulsive audience to capture the sentiment of property management people and understand their perspective using polls, news, and important research.
  • YouTube: Host tutorials, webinars, and customer stories.

Actionable Steps:

  1. Content Calendar:
    • Post 3-4 times per week on each platform, one of which should be on each Monday morning.
    • Mix content types: educational posts, infographics, customer stories, industry news, and product updates.
  2. Engaging Content Ideas:
    • Polls and Questions: “What’s your biggest challenge in property management?”
    • Behind-the-Scenes: Showcase your team and company culture.
    • Industry events/conferences: Show you genuinely and confidently market your service or product and are a leading brand.
    • Customer Spotlights: Share customer success stories and lessons with visuals.
    • Quick Tips: Post short videos or infographics with actionable tips.
  3. Paid Social Ads:
    • Run targeted ads promoting lead magnets (e.g., free eBooks, webinars).
    • Boost posts (paid) to your full network of connections or beyond your network when you find a post that created a lot of engagement.
    • Use retargeting ads to re-engage website visitors (stay top of mind while they’re aware and interested).
  4. Community Building:
    • Create a Facebook or LinkedIn group for property managers to share tips and ask questions.
    • Actively engage with comments and messages.
  1. Email Marketing Strategy

As social media and SEO decline in consume reach (reduced user satisfaction), email might once rise as a useful, noise free and rewarding medium for your customers.

Goals:

  • Nurture leads through the sales funnel.
  • Retain existing customers with valuable content.

Actionable Steps:

  1. Lead Nurturing Campaigns:
    • Create a wide range of email creatives finding templates or using ChatGPT to find creative ideas. Collect competitor’s email campaigns and use/test similar materials or tactics if they seem worthy.
    • Create a 5-7 email drip campaign for new leads.
    • Example Flow:
      • Email 1: Welcome + link to a blog post or video.
      • Email 2: Highlight a key feature with a case study.
      • Email 3: Offer a free demo or trial.
      • Email 4: Share customer testimonials.
      • Email 5: Limited-time discount or bonus for signing up.
  2. Newsletter:
    • Send a monthly newsletter with:
      • Blog highlights.
      • One new unique article only available on the newsletter
      • Industry news.
      • Tips and tricks for using your software.
      • Upcoming webinars or events.
  3. Customer Onboarding Emails:
    • Send a series of emails to new customers with tutorials, FAQs, and tips for getting started.
  4. Re-engagement Campaigns:
    • Target inactive users with special offers or personalized messages.
  1. Integrated Campaign Example

Create a Mumber of Campaign Themes and choose the best: e.g., “Simplify Your Property Management Workflow” or “A Beginner’s Guide to Tenant Screening.”  Pick a specific theme for each week, or create a month-long campaign to ensure audiences get and remember your message (e.g., all about rent collection).

  1. Web:
    • Ad Landing page: “5 Ways to Simplify Property Management with [Your Software].”
    • Blog post: “How to Automate Rent Collection and Save 10 Hours a Week.”
    • Lead magnet: Downloadable checklist, “10 Steps to Streamline Your Property Management.”
  2. Social Media:
    • LinkedIn post: “Struggling with rent collection? Here’s how [Your Software] can help.”
    • Instagram story: Customer testimonial video where they talk about rent collection.
    • Facebook ad: Promote the downloadable rent collection checklist.
  3. Email:
    • Email 1: “Discover How to Save time collecting rent using software.”
    • Email 2: “Here’s Your Free Checklist to Streamline rent collection.”
    • Email 3: “See How [Your Software] Works to make rent collection a breeze and see your revenues rise – Book a Free Demo.”
  1. Measurement and Optimization

KPIs to Track:

  • Web: Traffic, bounce rate, time on page, most viewed and engaged pages, which sources created high qualified leads and conversions (trial sign-ups, demo requests). Google Ad scores, CTRs, keyword conversion rates, and landing page success.
  • Social Media: Post engagement rate, click-through rate, follower growth, visual/graphic element engagement rates.
  • Email: Open rate, click-through rate, conversion rate.

Optimization:

  • A/B test headlines, CTAs, and visuals to establish those that prospects responded best to.
  • Use analytics to identify high-performing content and double down on it. Review what it is specifically they were engaged by and what other content they viewed.
  • Build new content pieces that integrate topics, keywords, images, messages, and more that customers are engaged by. Regularly update content to keep it fresh and relevant.

Marketing Software to Streamline and Save Time

There are numerous software products you might use to organize your campaigns and manage your content. You could also begin with something affordable such as Hubspot until you’ve learned better about what you actually need for your content strategy.

Many of the property management software platforms offer some measure of marketing tools and can help you promote your brand and attract good tenants.  For property management software companies, full-service marketing software such as Adobe Experience Cloud, Follow Up Boss, Salesforce Marketing Cloud, and Zoho lead management, but if you’re cash- strapped you can go with Hubspot and use Slack as a communication place for your marketing team.

If your business is small, you can use a selection of affordable tools for social media scheduling, Google ads and Facebook Ads dashboards, WordPress for blogging, Pixlr for photo editing, Mailchimp email software, and lead conversion analytics while still using Google Analytics.

Discover more about digital content strategy, advanced SEO, growing traffic and leads and creating your property management content marketing strategy.

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