FOR PROPERTY MANAGEMENT INBOUND MARKETING STARTER KIT FOR PROPERTY MANAGEMENT

WHAT IS INBOUND MARKETING? Years ago, running a marketing campaign meant developing creative, writing a check, and crossing your fingers that results would follow. Today, the channels that marketers use are different, but many of the same problems remain: disconnected tools and channels mean it’s tough to measure results, and the experience for your leads often feels disconnected. That's where inbound marketing comes in. Unlike traditional marketing campaigns, inbound marketing campaigns are designed around one goal, across a variety of connected channels. So whether you're planning your marketing strategy as a whole or developing a specific marketing campaign to achieve a particular goal, we've put together a little plan to reduce a daunting task to a manageable one. In this guide, we'll walk you through how to take create your buyer personas, map your content, and set up your first highly successful inbound marketing campaign. Welcome to Inbound Marketing for Property Management!

TABLE OF CONTENTS What Are Buyer Personas? What Are Negative Personas? How Can You Use Personas? How Do You Create Personas? Blank Templates Introduction: What Is Content Mapping? A Crash Course on Buyer Personas & Lifecycle Stages How to Use This Template First Campaign Template Campaign Topic Traffic Generation Slide 3 Slide 4 Slide 5 Slide 7 Slide 14 Slide 24 Slide 25 Slide 29 Slide 37 Slide 48 Slide 52

WHAT ARE BUYER PERSONAS? Buyer personas are fictional, generalized representations of your ideal clients. They help you understand your clients (and prospective clients) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual client base (through surveys, interviews, etc.). Depending on your business and your market, you could have as few as one or two personas, or as many as 5 or 10. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)

WHAT ARE NEGATIVE PERSONAS? Whereas a buyer persona is a representation of an ideal client, a negative -- or “exclusionary” -- persona is a representation of who you don’t want as a client. This could include, for example, professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential clients who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to utilize your services again in the future.)

HOW CAN YOU USE PERSONAS? At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-client (and see higher closing productivity).

HOW CAN YOU USE PERSONAS? (continued) When combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. Keep reading to see our content mapping lesson (or click here to skip to page 23)

HOW DO YOU CREATE BUYER PERSONAS? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of clients, prospects, and those outside of your contact database who might align with your target audience. Here are some practical methods for gathering the information you need to develop personas: Interview clients either in person or over the phone to discover what they like about your product or service.

HOW DO YOU CREATE BUYER PERSONAS? (continued) Look through your contacts database to uncover trends about how certain leads or clients find and consume your content. When creating forms to use on your website, use form fields that capture important persona information. (For example, if all of your personas vary based on portfolio size, ask each lead for information about how many properties they own on your forms.) Take into consideration your sales team's feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of clients you serve best?)

HOW DO YOU CREATE BUYER PERSONAS? (continued) HubSpot clients: You can create and manage your personas within the Contacts tool. Right click here, then select Hyperlink > Open Hyperlink to learn more! clients and non-clients alike: You can use the following 4-slide template to organize your persona data. First, we’ll walk you through an example, then we’ll leave you with some blank templates so you can get to it!

Sample Sally PERSONA NAME: SECTION 1: WHO? 1 2 3 4 Head of Human Resources Worked at the same company for 10 years; worked her way up from HR Associate Married with 2 children (10 and 8) Owns 2 investment properties BACKGROUND Job? Career path? Family? 2 Skews female Age 30-45 Dual HH Income: $140,000 Suburban DEMOGRAPHICS Male or Female? Age? Income? Location? 3 Calm demeanor Probably has an assistant screening calls Asks to receive collateral mailed/printed 4 IDENTIFIERS Demeanor? Communication preferences?

PERSONA NAME: Sample Sally SECTION 2: WHAT? 5 6 7 To service her tenants well, and keep them if they are a good fit. To find new tenants quickly when previous tenants vacate. To keep her cost of ownership to a minimum. GOALS Primary goal? Secondary goal? 5 Getting everything done while maintaining a home life and personal life. Rolling out changes to her tenants. Maintaining her profitability if she chooses to outsource her property management. CHALLENGES Primary challenge? Secondary challenge? 6 Make it easy to transition to outsourced management. Keep management efficient and tenants happy to avoid the costs of turnover. 7 WHAT CAN WE DO ... to help our persona achieve their goals? ... to help our persona overcome their challenges?

PERSONA NAME: Sample Sally SECTION 3: HOW? 8 9 “It’s been difficult getting my tenants to pay when they are late. I don’t like having those conversations.” “It would be great if someone else could deal with managing my properties, but I don’t think I can afford it and I’m afraid they wouldn’t do it like I would.” “I worry about maintenance costs escalating if I were to go with a property management company instead of handling it myself.” REAL QUOTES About goals, challenges, etc. 8 It’s too expensive to outsource management. I won’t receive the level of service I would expect. COMMON OBJECTIONS Why wouldn't they buy your product/service? 9

We manage your property like we manage ours! PERSONA NAME: Sample Sally SECTION 4: HOW? We manage your property like we manage ours! Get your life back, leave your property management to the professionals! MARKETING MESSAGING How should you describe your solution to your persona 10 We are a full-service property management company that will serve as your one-stop-shop for all of your rental investment needs. We handle leasing, maintenance, makereadies, and even your accounting. Just hand us the keys and we will take it from here! ELEVATOR PITCH Sell your persona on your solution 11

YOUR TURN! We’ve provided blank templates for developing two personas. (If you need more, simply select the slides on the left-hand side, right click, and choose “Duplicate.”)

You Type Here PERSONA NAME: SECTION 1: WHO? You type here BACKGROUND Job? Career path? Family? You type here DEMOGRAPHICS Male or Female? Age? Income? Location? You type here IDENTIFIERS Demeanor? Communication preferences?

You Type Here PERSONA NAME: SECTION 2: WHAT? You type here GOALS Primary goal? Secondary goal? You type here CHALLENGES Primary challenge? Secondary challenge? You type here WHAT CAN WE DO ... to help our persona achieve their goals? ... to help our persona overcome their challenges?

You Type Here PERSONA NAME: SECTION 3: HOW? You type here REAL QUOTES About goals, challenges, etc. You type here COMMON OBJECTIONS Why wouldn't they buy your product/service?

You Type Here PERSONA NAME: SECTION 4: HOW? You type here MARKETING MESSAGING How should you describe your solution to your persona You type here ELEVATOR PITCH Sell your persona on your solution

You Type Here PERSONA NAME: SECTION 1: WHO? You type here BACKGROUND Job? Career path? Family? You type here DEMOGRAPHICS Male or Female? Age? Income? Location? You type here IDENTIFIERS Demeanor? Communication preferences?

You Type Here PERSONA NAME: SECTION 2: WHAT? You type here GOALS Primary goal? Secondary goal? You type here CHALLENGES Primary challenge? Secondary challenge? You type here WHAT CAN WE DO ... to help our persona achieve their goals? ... to help our persona overcome their challenges?

You Type Here PERSONA NAME: SECTION 3: HOW? You type here REAL QUOTES About goals, challenges, etc. You type here COMMON OBJECTIONS Why wouldn't they buy your product/service?

You Type Here PERSONA NAME: SECTION 4: HOW? You type here MARKETING MESSAGING How should you describe your solution to your persona You type here ELEVATOR PITCH Sell your persona on your solution

CONTENT MAPPING TEMPLATE USING BUYER PERSONAS & LIFECYCLE STAGES TO CREATE TARGETED CONTENT

INTRODUCTION: WHAT IS CONTENT MAPPING? When it comes to content, one size rarely fits all. To ensure that your property management company's content is effective at generating and nurturing leads, you need to deliver the right content, to the right people, at the right time. Content mapping is the process of doing just that. With content mapping, the goal is to target content according to A) the characteristics of the person who will be consuming it (that’s where buyer personas come in), and B) how close that person is to making a purchase ( i.e. their lifecycle stage).

BUYER PERSONAS As a reminder, buyer personas are fictional, generalized representations of your ideal clients. They help you understand your clients (and prospective clients) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual client base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 5 or 10. If you’re just getting started with personas, don’t go crazy! You can always develop more personas later if needed.

BUYER PERSONAS (continued) When developing buyer personas, here are some of the questions you should think about: What is their demographic information? What is their job and level of seniority? What does a day in their life look like? What are their pain points? What do you help them solve? What do they value most? What are their goals? Where do they go for information? What are their most common objections to your product/service? Right Click Here to Learn How to Create Personas in HubSpot

LIFECYCLE STAGES The buyer persona you target with your content is just one half of the content mapping equation. In addition to knowing who someone is, you need to know where they are in the buying cycle ( i.e. how close are they to making a decision?). This location in the buying cycle is known as a lifecycle stage. For the purposes of this template, we’re divvying up the buying cycle into three lifecycle stages: Awareness, Consideration, & Decision.

LIFECYCLE STAGES (continued) Awareness: In the awareness stage, a person has realized and expressed symptoms of a potential problem or opportunity. Consideration: In the consideration stage, a person has clearly defined and given a name to their problem or opportunity. Decision: In the decision stage, a person has defined their solution strategy, method, or approach.

HOW TO USE THIS TEMPLATE To help you map out content topics by buyer persona and lifecycle stage, we’ve put together a simple grid system. Your buyer persona (plus a key problem or opportunity that persona needs help with) goes on the y-axis, while the three lifecycle stages are fixed on the x-axis. In the next few slides, we’ll walk you through an example.

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas Here’s what the template looks like blank. Use a new blank template to map out content for each problem or opportunity that your buyer personas need help with.

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE 1 AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Paul Property Owner Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Paul Property Owner Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas 2 Paul is new to rental property ownership. He needs help in managing his property because he has a full time job and a family that occupy his time. He is unsure where to begin, how much he should spend, etc.

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Paul Property Owner Problem or opportunity that the above persona needs help with: Content Ideas 3 Content Ideas Content Ideas Paul is new to rental property ownership. He needs help in managing his property because he has a full time job and a family that occupy his time. He is unsure where to begin, how much he should spend, etc. Beginner’s Guide to Simple Property Management [Ebook] Self Manage or Outsource: How to value your time and when to call in the experts. [Infographic]

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Paul Property Owner Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas 4 Content Ideas Paul is new to rental property ownership. He needs help in managing his property because he has a full time job and a family that occupy his time. He is unsure where to begin, how much he should spend, etc. Beginner’s Guide to Simple Property Management [Ebook] Self Manage or Outsource: How to value your time and when to call in the experts. [Infographic] Property Management Expense Budgeting Template [Excel Sheet] Timeline for Single Family Property Management: What Should You Do First? [PowerPoint worksheet]

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Paul Property Owner Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas 5 Paul is new to rental property ownership. He needs help in managing his property because he has a full time job and a family that occupy his time. He is unsure where to begin, how much he should spend, etc. Beginner’s Guide to Simple Property Management [Ebook] Self Manage or Outsource: How to value your time and when to call in the experts. [Infographic] Property Management Expense Budgeting Template [Excel Sheet] Timeline for Single Family Property Management: What Should You Do First? [PowerPoint worksheet] Request a Free Rental Analysis for your Investment Property Schedule a time to speak with the experts. No obligation, free consultation.

YOUR TURN! Here are 10 blank content mapping templates to get you started. Need more? Simply right click (or ctrl click) on a slide to the left and select “Duplicate.” Want see how HubSpot’s all-in-one marketing platform can help you create highly targeted content? Right Click Here to Learn About Our Content Optimization System

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

Problem or opportunity that the above persona needs help with: LIFECYCLE STAGE AWARENESS Have realized and expressed symptoms of a potential problem or opportunity CONSIDERATION Have clearly defined and given a name to their problem or opportunity BACKGROUND: Have defined their solution strategy, method, or approach PERSONA NAME Problem or opportunity that the above persona needs help with: Content Ideas Content Ideas Content Ideas

FIRST CAMPAIGN TEMPLATE TAKE YOUR FIRST INBOUND MARKETING CAMPAIGN FROM IDEATION TO LAUNCH, AND START SEEING RESULTS SOONER THAN LATER.

PERSONA AWARENESS STAGE OFFER COLLATERAL TYPE TITLE DUE DATE Beginner’s Guide to Simple Property Management Downloadable Guide, CTA, Landing Page, Thank You / Download Page Get them to download the content & Leave contact info Get them to submit for a FRA or schedule a consultation Thank You Email/ Here is your content/ Explore our Services Take a look at our blog on ‘You WANT your tenants reporting maintenance issues, we promise!’ Here are some of the benefits of working with (Your Company) - get a FRA! (Your Company) is the leading PM Co in (Your City)! Contact Us & schedule a FC! Send to Consideration Stage Remarket List and long term drip campaign Offer Supporting Material for Consideration Offer Primary Goal Secondary Goal Consideration Nurturing Email 1 (Immediate) Consideration Nurturing Email 2 (3-Day Delay) Consideration Nurturing Email 3 (7-Day Delay) Consideration Nurturing Email 4 (10-Day Delay) If Goal Failure

CONSIDERATION STAGE OFFER PERSONA CONSIDERATION STAGE OFFER NOTES DUE BY DATE COLLATERAL TYPE Offer Supporting Material for Consideration Offer Primary Goal Secondary Goal Consideration Nurturing Email 1 (Immediate) Consideration Nurturing Email 2 (3-Day Delay) Consideration Nurturing Email 3 (7-Day Delay) Consideration Nurturing Email 4 (10-Day Delay) If Goal Failure Property Management Expense Budgeting Template [Excel Sheet] CTA, Landing Page, Thank You / Download Page Make Contact and guide them toward submitting for a FRA Get them to respond to us Thank You Email/ Here is some additional helpful info Take a look at our blog on property management finance Here are some of the benefits of (Your City’s) rental market (Your City) is great for investing! Talk to sales for a FRA! Send to Consideration Stage Remarket List Date

PERSONA DECISION STAGE OFFER NOTES DUE BY DATE COLLATERAL TYPE Offer Supporting Material for Decision Offer Primary Goal Decision Nurturing Email 1 (Immediate) If Goal Failure Contact Sales for a FRA CTA, Landing Page, Thank You / Download Page Get them to accomplish Decision Stage Thank You Email/Sales will contact to schedule Sales Team will take over and provide all the information necessary Date

CAMPAIGN TOPIC TRAFFIC GENERATION TAKE YOUR FIRST INBOUND MARKETING CAMPAIGN FROM IDEATION TO LAUNCH, AND START SEEING RESULTS SOONER THAN LATER.

CAMPAIGN FOCUSED BLOG ARTICLES PERSONA CAMPAIGN FOCUSED BLOG ARTICLES BLOG BLOG TITLE DUE BY DATE BUYER JOURNEY STAGE BLOG 1 BLOG 2 BLOG 3 BLOG 4 BLOG 5 BLOG 6 BLOG 7 BLOG 8 BLOG 9 AWARENESS CONSIDERATION DECISION Common Mistakes When Working With A Property Manager Five Things To Consider When Becoming A DIY Landlord Do You Know How To Buy An Investment Property? Let Us Teach You! Kids Still Living With You? It’s Time To Purchase Your First Rental Property! Here’s How To Buy An Investment Property Like A Seasoned Veteran 7 Reasons You Should Let A Property Manager Find Your Next Tenant The Professional Guide To Choosing The Best (Your City) Property Mgmt Co Do You Have What It Takes To Be An Active Rental Investor? First Time Investors Overlook These Important Tips

SOCIAL MEDIA Develop a social media schedule with a link for each blog article and landing page through hubspot. Make sure each post is not repeated too often and that self-promotional social posts are no more than 33% of total social media presence. 33% should include sharing external content related to the topic. The rest should be internal content related to the topic.

NEXT STEPS Now that you have a solid plan for launching your first inbound marketing campaign, your next step should be to manage all of those incoming leads. How will you handle it? Is your sales team ready? Do you have a system that will automate lead nurturing and progress your new clients through executing their management agreements with ease? How about onboarding all of those new properties? At Rent Bridge, we stress automation at every possible opportunity. To find out how we can help you scale your growing property management company utilizing proven automation tools, use this link to schedule your free consultation today!