A newsletter can help your property management company hugely. It keeps prospective clients interested and helps expand your contact base if you use it to talk about the industry. If you prefer to focus on the communities you already work with, then you can promote communication through newsletters. It helps remind clients why you’re the best choice to manage their HOA or condo.

In this blog post, we’ll go through who to write for, what to write, how to send newsletters, how often you should send them, and how to find contacts to send your property management newsletter to.

Who should you write your property management newsletter for?

You need to decide who the most important audience is for your company at the moment. You can write to existing clients or to prospective clients. Both are equally valid, and maybe you can write for both, but they won’t want the same information.

Existing clients:

This helps clients to hear from you regularly, and to find out what’s going on with your property management company. For us, as a software company, a newsletter to clients increases communication between us and our clients. We tell them what new features we’re developing, which features are new, and we send them blog articles that we think they’d find interesting.

Prospective clients:

It can be tough to have a constant dialogue with prospective clients. A newsletter can really help with that. It can also show how good you are at your job, and how much you know about property management. 

The key difference between writing to existing clients and prospective clients is the call to action (or CTA), what action do you want them to take when reading your newsletter? For us, our CTA for clients is normally to leave us a review or to remind them they can always count on our customer service to help them out. Whereas we want prospective clients to book a demo to see how we can help them.

Consider who you want to talk to and what you want them to do when they get your newsletter.

What should you write your property management newsletter about?

Content is the most important part of your newsletter. If you’re writing for clients then you can include blog articles you’ve written, and what’s going on in your area. Any relevant new businesses, such as restaurants are worth telling communities in your area about. You could also share news about your property management company. Your clients will be interested to know if you’ve hired someone new, moved offices, or have anything to share with them.

If you’re writing to potential clients then you can still share blog articles you’ve written. You could also create ebooks or a downloadable resource for them about what property managers do, or how to manage a condo. You can also share interesting videos, podcasts, or blogs that you’ve read that might be relevant for them.

How should you send your newsletter?

So you’ve decided on your audience and what you’re going to write in your property management newsletter. But how should you send it? You could send it by mail, but that’s slow, expensive and impractical.

The best thing to do is to send it by email. You have a few options here, you could send it from your own email account. If your content is interesting then it doesn’t matter if the layout is simple. 

If you want something a bit fancier, then Mailchimp is the most famous email marketing software. They even have a free plan that you can take advantage of to start growing your email newsletter. 

If this is the first time that you’re working with email marketing, then Constant Contact is the best option. It’s beginner-friendly, it gives you easy tracking and reporting, and you can easily share to social media.

Sendinblue offers emails and text messages. It’s easy to build your email newsletter, as they allow you to drag and drop. Then if you want to add text messages to keep in touch with clients, then you can do that.

How often should you send your newsletter?

This depends on how much time you have to dedicate to your newsletter. You can start by sending it once every month, and then keep testing to see if you should increase or decrease how often you send it. 

If once a month seems like a lot, then decrease it. Maybe you could send a newsletter for every holiday (Thanksgiving, Christmas, Easter, Memorial Day, Labor Day…). Decide what works best for you and do research.

How to find contacts to send your newsletter to?

Don’t fell discouraged if your contact list is small, you have to start somewhere. To encourage people to sign up for your newsletter, you should include a form on your website. That way if anyone is interested in your company, they can easily sign up for your newsletter. If you use social media (which you should!) then post a link to sign up for your newsletter there too. You could also post it in any social media groups that your part of on social media. 

If you go to conferences or fairs, then bring along an iPad to sign people up, or just have a pen and paper to get their emails. You’ll be surprised how quickly your property management newsletter will grow! 

Newsletters can help to grow your property management business, but it needs to be thought through and step up. We hope this helps and if you want to find out more about us, then sign up here!