Are you writing landlord newsletters that no one is reading? Perhaps you’ve stopped writing them altogether because they seem like a complete waste of your time. But landlord newsletters can be a powerful way to communicate with your current landlords and a great marketing tool for potential landlords to help you grow your rent roll. To ensure that your newsletters are being read and loved by your clients, here are three key elements to keep in mind.
Key #1: Write landlord newsletters that interest your clients.
It may seem like common sense, but many landlord newsletters are focused on “selling” the property management services rather than providing content that interests the reader. Imagine you’re a landlord who wants to relax on a Sunday morning and read something interesting while enjoying a cup of coffee. You pull out your landlord newsletter and the first article is titled “Why You Should Use Our Property Management Services.” Then, you see another article about a new landlord portal, followed by an article about purchasing a property as an investment, and finally, an article boasting about low rent arrears. It’s no surprise that this type of newsletter feels like a “sales pitch.” Instead, write articles that are informative and engaging to your readers.
Consider topics like:
- Tips on property maintenance and upkeep
- How to navigate landlord-tenant laws
- How to attract and retain quality tenants
- Community events and activities
- Current market trends and insights
Key #2: Know your landlord audience.
Sending newsletters to the wrong audience is a surefire way to burn out your database. Make sure you’re sending your newsletters only to your current and prospective landlords. You can also segment your list by targeting different types of landlords or properties. For instance, if you specialise in managing free-standing homes, or inner-city units, send newsletters tailored to that particular audience.
To truly know your audience, find out what types of landlord newsletter articles your clients want to read. You can ask them through surveys, email campaigns, or by simply reaching out to them on the phone. Knowing what interests them will help you create content that resonates with them and keeps them engaged. This is what helps you grow your rent roll with your landlord newsletter.
Key #3: Remember the mailbox.
In today’s digital age, your landlord’s mailbox is probably empty most of the time. This is why mailing your newsletters can be a powerful marketing strategy. A physical newsletter feels more personal and less like spam compared to an email. You can even add a personal touch by including a handwritten note or a small gift, like a coffee voucher or a fridge magnet. This can help you stand out from other property management companies and create a lasting impression.
Bonus Key #4: Don’t forget your tenants.
While landlords are your main audience, don’t forget about your tenants. A happy tenant can lead to a happy landlord, so it’s essential to keep them informed and engaged. But also, your tenants might currently be landlords or they might be considering purchasing an investment property. So be sure to ask them (usually at your lease signing appointment) if they’d like to receive your landlord newsletter too.
Let’s be honest, landlord newsletters can be an effective way to communicate with your landlords and a great marketing tool for potential landlords. By keeping these key elements in mind, you can create newsletters that are informative, engaging, and worth reading… and ultimately, grow your rent roll.