In this episode of the Decode Podcast, we’re focusing on the unique world of property management.
I’m joined by two powerhouse guests: Hayley Mitchell, a property management trainer with extensive experience growing property management departments, and Hermione Gardiner, a business coach who helps property managers start and scale their rental portfolios.
Marketing to landlords isn’t as simple as dropping flyers in mailboxes or holding open homes, especially when most investors live far away from the properties they own. So, how do you find new landlord clients? Let’s decode what works and what doesn’t when it comes to marketing property management services.
Here’s a summary:
Finding landlords: It starts with knowing who to target
Landlords aren’t walking into your open homes or wandering past your office. So, where do you find them?
- Use the rental portals: Watch which homes are being leased in your area, and revisit properties that come back on the market.
- Cross-check databases: Tools like RP Data, CoreLogic, Pricefinder, or Boomscore can help identify tenanted properties and owner details.
- Check for mismatched addresses: If the owner’s address doesn’t match the property, it’s likely an investment.
- Tap into your networks: Mortgage brokers, sales agents, and buyer’s agents can all be valuable referral sources.
- Dig into your CRM: Most property management databases are underutilised. Clean it up, segment contacts, and start marketing to landlord leads sitting right under your nose.
Sales and property management: Not the same marketing game
Traditional real estate marketing doesn’t translate well for PMs, especially when landlords don’t live locally.
- Landlords live elsewhere: Print ads and local networking rarely reach them.
- Focus on digital channels: Meta ads, Google search campaigns, SEO and email marketing all allow you to reach landlords no matter where they live.
- Refine your brand: From the quality of your rental listing photos to how your agency is presented online, every touchpoint reflects your value as a property manager.
- Track lead sources: Don’t assume referrals are your only lead type. Track how people found you and double down on what works.
- Avoid one-size-fits-all: Marketing that speaks to “homeowners” can attract accidental landlords rather than investors. Adjust your tone and messaging accordingly.
Marketing tactics that actually work for PM businesses
Website optimisation
- Build dedicated landing pages for landlords with strong CTAs.
- Create downloadable guides, checklists or investment tools.
- Highlight landlord success stories or case studies.
- Optimise for SEO with blog content that answers investor questions.
Email campaigns
- Send rental market updates, legislative changes or vacancy rates.
- Include calls to action like free rental appraisals or lease reviews.
- Segment tenants, landlords, and prospects to personalise your messaging.
Social media and advertising
- Run Meta ads targeted to investor profiles you have data for across the country.
- Use LinkedIn to share insights and build credibility.
- Upload videos answering landlord FAQs or showcasing your services.
- Advertise on investor-focused podcasts or online communities.
In-person and referral-based tactics
- Host investor info sessions or webinars (especially during legislative changes).
- Build relationships with mortgage brokers or buyer’s agents.
- Encourage client referrals, especially from developers or investor-focused professionals.
Personal brand and business presence
- Whether it’s a BDM or the principal, someone in the business needs to be the face of your PM brand.
- Make your agency look like a trusted expert, not a generic real estate website with a form.
- Build visibility with Google reviews, social content, and consistent branding.
Key takeaways
- Property managers need a different marketing strategy, one that goes beyond local area awareness.
- Your CRM and existing database are often the biggest untapped lead source.
- A mix of digital marketing, referral networks, and consistent branding is essential.
- Your ideal landlord may be miles away, so focus on being findable, not just visible.
🎧 Listen now and find out how top property managers attract more landlords. Learn the strategies, tools and marketing tactics that set high-performing PM businesses apart and grow your rent roll the smart way.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
