5 Inexpensive Alternatives to Costly Property Management Advertising

Property management entrepreneurs are constantly tempted by the promise of property management advertising to grow their businesses. We’re sold on the idea that a few well-placed ads can flood our inbox with leads, transform our brand, and skyrocket us to the next level. It’s easy to buy into this dream because we’ve seen it work for others. And let’s face it, we’re wired to chase growth.

But here’s the truth they don’t always tell you: property management advertising is expensive and there’s no guarantee it will bring the results you’re hoping for. You can sink thousands into ad campaigns and still come up short. It’s like throwing money into a black hole, as your marketing initiatives suck the lifeblood out of your business, rather than generate results.

Many property managers ultimately turn to alternative growth strategies—like building a solid referral network or leveraging content marketing to drum up business. These approaches generate more sustainable leads without breaking the bank, and unlike advertising where your competitors can simply outspend you, your performance is based solely on elbow grease.

Ready to learn more? Explore the most effective alternatives to traditional property management advertising below.

Capitalize on Referrals with the Right System

Many entrepreneurs overlook networking with other local business owners. It’s an old school approach to lead generation that isn’t relevant in the 21st century, right?

Networking is about so much more than simply joining an old boys’ club, however. And, there’s a reason this age-old technique is still used by thousands of business owners. In short, it works.

Building a strong referral network with other industry professionals can be a game-changer for your business. Start by identifying key players in related fields—real estate agents, contractors, mortgage brokers, and even fellow property managers. These people interact with your target market and can become valuable referral partners.

Next, establish relationships by offering value. Reach out, introduce yourself, and express interest in collaborating. Maybe you can refer clients their way or offer insights that benefit their business. The goal is to build trust and demonstrate that you’re reliable.

And don’t overlook referral commissions as a way to sweeten the pot, assuming you’re legally allowed to pay them in your market. DoorGrow makes it easy to drive referral traffic, as we’ve built proprietary referral calculators our clients can use to show real estate agents how much they could earn based on the business they refer.

Get Present on Social

You don’t need us to tell you that social media has a tight grip on pretty much everyone on the planet. From classic networks like Facebook and Instagram to newcomers like TikTok, social media users number in the billions worldwide. Just like billboards placed alongside a highway to capture the attention of motorists, you want your business to have a social presence that connects with potential clients passing by.

Generating effective social media content as a property management entrepreneur starts with understanding your audience—tenants, property owners, and investors. Your content should address their pain points and interests. Post tips on maintaining properties, maximizing rental income, or navigating tenant laws. But don’t get sucked into creating exclusively educational content that gets quickly flipped past. This is your chance to think outside of the box.

Unlike more traditional property management advertising, social channels give you a chance to experiment. Have your team members participate in different trends, mix in behind-the-scenes-content, and focus on being as authentic as possible. Capturing the fickle attention of social media users can prove challenging; don’t be afraid to take a page from the books of company’s like Wendy’s, which uses snarky content to drive engagement online.

Invest in Content Marketing

Content marketing is the yin to social’s yang; in other words, the two can perfectly compliment each other, connecting with various segments of your target audience across different channels.

Flashy property management ads may grab attention, but they often lack the depth to engage customers long-term. Content marketing, however, lets you provide valuable information that solves problems, educates, or entertains, positioning your brand as a go-to resource.

Plus, content marketing fuels SEO. High-quality, relevant content boosts your search engine rankings, driving organic traffic. In 2024, where online visibility is everything, this is a huge advantage. Content marketing is still a vital tool for any business looking to grow, because it builds credibility and draws in customers in a meaningful way.

Unlike social interactions which tend to be driven more by algorithms, visitors who come across your site because of your content marketing efforts are also more likely to be looking specifically for information to help with a buying decision. That makes it imperative that you adopt a comprehensive content marketing strategy for your business.

Looking for help with your content marketing efforts? We offer affordable content marketing for property managers of all shapes and sizes.

Focus on Local SEO

SEO is often one of those big, catch-all words that business owners throw around without understanding what it means. You know you need better property management SEO if you’re going to compete with other businesses in your area, but in concrete terms, what exactly do you need? While you might immediately think of keywords and backlinking strategies at the mention of SEO, local SEO is the area you really want to master.

Local SEO is the practice of optimizing your online presence to attract more business from relevant local searches. Basically, this is what helps business show up in Google search results when potential customers are looking for products or services nearby. With people increasingly relying on their phones for local recommendations, this is an opportunity you can’t afford to miss.

To focus on local SEO, start by claiming and optimizing your Google Business Profile. Make sure your NAP (business name, address, and phone number) is accurate across all platforms. Next, get listed in local directories and correct any entries that show the wrong information.

Feeling overwhelmed? Tools like ThunderLocal offer an affordable way to dial in your local SEO, getting you listed in all the right places without the grunt work on your end.

Give Back to Your Community

In the Godfather, Michael Corleone utters one of cinema’s great lines: “It’s not personal, it’s strictly business.” When it comes to property management, that’s all wrong.

Far too many entrepreneurs think in hard numbers and formulas, completely neglecting the personal component that plays an essential part of a small business’ success.

When you invest in your local area—whether through donations, sponsoring events, or volunteering—you’re building meaningful relationships with the people who live and work around you. This fosters goodwill and trust, which is far more valuable than a generic ad campaign. Community involvement also creates authentic, word-of-mouth promotion. When people see a business actively supporting local causes, they’re more likely to recommend it to others. It humanizes your brand and shows that you care about more than just profit.

Property management advertising often feels impersonal, but giving back helps you stand out in a crowded market by creating emotional connections. Plus, it boosts employee morale and strengthens your reputation within the community. In the long run, these efforts generate more loyal customers and organic growth than paid advertising ever could.

Ready for More?

In a competitive market, you shouldn’t rely solely on expensive paid property management advertising to grow your businesses. Exploring alternatives can yield significant results at a fraction of the cost. By focusing on organic growth strategies, you can attract quality property management leads, build long-lasting relationships, and position yourself as an authority in the industry—all without the uncertainty (and expense) that comes with paid ads.

Looking for even more ways to drum up business without advertising? Let us show you how with our DoorGrow Mastermind training materials.

Schedule a no-obligation call with our team to learn how we can help you grow!