Step-by-Step Guide to Creating Good Digital Content for Landlords and Tenants

Property Management,  Property Managers

The purpose of content in marketing

Content marketing is a great way to build relationships with tenants and landlords while also showing knowledge and credibility as a property manager. You can answer questions and solve problems with content, but it can be challenging to know where to start.  

If creating digital content is new to you, we have produced a step-by-step guide to producing engaging content for your business.

Step 1 – Who are you writing for?

This might sound super simple but it is often forgotten. Before you write, you should always start by identifying your audience. Ask yourself the question – ‘who am I writing this for?’. Potential audiences for property managers could include: 

  • An existing client or landlord and you want to educate them on ‘how to be a good landlord’.
  • Someone who wants to become a landlord but doesn’t know where to start.
  • Someone who is an existing rental property owner and you want to win their business on your rent-roll.

Understanding who you are trying to talk to will help you with the next step – what to write about?

Step 2 – What do I write about?

One of the biggest barriers to writing or producing content is coming up with quality ideas. It’s common to put a lot of pressure on yourself to think of something new and engaging. However, this process can be made easier by asking yourself – ‘what is the problem my audience wants to solve?’. 

It is also unwise to assume the work you do on a day-to-day basis as a property manager is known by your audience. You’ll be surprised at how much you’ll be able to help your audience with your property management knowledge.  

Content ideas can come from brainstorming some questions or problems your clients might have. And coupling this with your knowledge as a property manager, you’ll soon have a very usable list of content ideas.  

Using the example of a ‘landlord’ from the previous section, we have put together a short list of questions your clients might have that can easily be used as content ideas: 

  • What are 5 important survival tips for new landlords? 
  • How often can a landlord inspect a rental property? 
  • How much do landlords usually raise rent? 
  • Can landlords keep a pair of keys to themselves? 
  • Is owning a rental property a lot of hassle? 
  • How to get started in rental property investments?

Step 3 – Start Writing and Deliver value

Once you have identified your audience and chosen an engaging topic for your content, you are ready to start writing.  

During this process, it’s important to ensure that your content ticks the following boxes: 

  • Contains an introduction identifying who the content is for, what to expect and why they should read it.  
  • Delivers value to the audience in the body of the content, either by solving their problem/question or teaching them something they don’t know about property management or the real estate industry. If you want your audience to spend time reading your content it is important you reward them with value in return! 
  • Positions your business as a credible information source. Make sure you only write about topics you have knowledge about. Publishing incorrect information that doesn’t solve the audiences’ question or problem will not achieve your goal of building credibility. 

Step 4 – Get noticed and read!

Now your ‘value-adding’ content is complete, it’s important to make sure it stands out when published. 

Here is a couple of tips you should consider to make sure your content gets read online! 

  • A clear and obvious title explaining exactly what the content is about. 
  • High quality, eye-catching imagery that will catch your audience mid scroll. 
  • Simple vocabulary to appear to a broad audience. 
  • Short sentences and paragraphs to make it easy to read.  

Step 5 – Work smarter not harder

So how do you manage property and produce content for your website and social media channels on the side? It’s no secret that writing digital content is not a property manager’s day job. So, be sure to work smarter not harder when planning your content schedule, as producing and sharing content is key to getting noticed. 

Below are some tips to make the content-producing process less overwhelming: 

  • It’s OK to re-share content from other businesses and publications. If you want to do this, you must ensure the original author is acknowledged and the content aligns with your brand values and delivers value to your audience. 
  • If you are not a confident writer, use free tools to help you. Grammarly can check content spelling and punctuation whilst the Hemingway Editor App checks readability. 
  • Always consider how you can re-purpose content on different channels. For example, if you are writing content for a blog, can you also turn it into a short video for Facebook or LinkedIn?
  • If you are stuck for content ideas, why not have a team brainstorming session or use tools such as Google Trends or Semrush? These tools can help you to look at what content topics tenants and landlords are searching about in a moment in time.