“You are not alone.”
This simple phrase, when used as a subject line in an email, had more open rates for Sean Platt of Copyblogger than any other he tried.
So, what can his success with email marketing teach us about pleasing our customers?
Sean states that, “I don’t want to be alone is a compelling, universally recognized statement.”
When a property owner hires a property management company and manager, what they are really saying is, “I don’t want to be alone.”
Here’s how we’ve seen success by showing our clients that they are not alone…
Let them know you understand their challenges
It doesn’t matter how simple or complicated a problem is for a property owner. If you can show that you understand their challenge and have the where-with-all to help address the issue and find a solution, then you are already going above and beyond as a property manager.
By reaching out to property owners on a regular basis via phone, email, or written letter; you reassure the owner that you’ve got things covered. You showcase why they are paying you every single month. You highlight the value that you provide.
Displaying the challenges that arise each month around a particular property or the industry in general helps fend off buyer’s remorse. If a property owner feels like there are not any problems to solve, then they begin to wonder why they’re paying you so much money.
Create a system for sharing all of the solutions that you provide each month. This could be as simple as a template newsletter that highlights broader challenges that you are solving on the whole as a property manager.
Letting them know you are out there every single day, making sure problems are solved and taken care of before they’re ever an issue gives property owner’s piece of mind.
Highlight reasons their investment was a good one
Being there for property owners does not always have to be action oriented, though. Sure, you’re managing the tenants, rents, maintenance, property management inspections, lawn care, etc. But, aside from that, keeping your property owners happy is about showcasing why their rental property is such a great investment.
Any time we make big investments in life—whether it be financial investment, time investment, emotional investments, or all three—we really just want to know that we made the right choice. That things are going to work out. And if they’re not, that we have an exit strategy.
A good property manager knows the rental market and keeps property owner’s up to speed on how to maximize their investment. Try including statistics that are relevant to your market in your monthly correspondence with property owners. Let them know how their property’s neighborhood is changing for better or worse.
Give them an honest assessment of what their next move should be.
A surefire way to lose the trust of your property owner clients
There’s a trap that many managers fall into. They think that they’re only supposed to deliver good news. They believe that they should make everything look flowery and nice.
Sometimes bad news is the most valuable thing you can offer. If you’re looking to build trust, then honesty is key.
A property owner does not ever want to feel like you are telling them what they want to hear. They want to hear the good along with the bad.
Where you can showcase your value is delivering bad news with various solutions earmarked onto it.
Keeping property owners happy is about showcasing your value, delivering honest and accurate information, and providing solutions.
Do all of these things on a monthly basis, through a phone call, email newsletter, or personal note and you’ll find that property owners fall deeper and deeper in love with you.
How do you keep your clients and property owners happy? Share your tips and techniques in the comments. Thanks for reading.