How to Use Newsletters to Win New Property Managements

There are plenty of things to do in commercial and retail property management that can help you generate new business.  One helpful tool is that of an email-based newsletter that is sharing information about property improvement, investment, and operations. 

Why do this? Ultimately you want your clients and prospective clients to remember you when they get to the property management requirement and ultimatum.  Information that you share now shows credibility and professionalism at a personal level.

Valuable Information

That strategy of sharing information with local investors will help build your profile as a business and personally.   An email of that type sent every two weeks or so (26 per year) will help you lift your profile as a property manager and or business and that you know how to manage properties of certain types in your location.

Why do this so frequently? Your information in property management is valuable and ‘marketable’.  Share it locally with the right people that could need your help.  Constant contact is part of that and is a good strategy in commercial and retail property management because you do not know when a property investor will get to that next point of needing more help with their portfolio and or investments. 

Local Topics Are Interesting

Consider the location.  Your town or city will have plenty of topics for you to talk about and write about when it comes to property investment choices and operations.  Look into the precincts, property types, and vacancy factors.

What can you talk about, share, and write about in your property management newsletters?  It pays to think about the topics ‘in reverse’, and particularly from an investors point of view. 

Improving Investments

What issues would help a property owner or investor to improve ownership, tenant control, and or financial results?  Here are some ideas to consider and expand on:

1. Things to consider when choosing a new tenant – given that some tenants are better than others for potential occupancy, you can set about creating a checklist of ideas and questions for a property owner to ask of a tenant.  You can also provide insights as to how a vacant property can be more ‘attractive’ and ‘lettable’ to tenants in the market.  Show the investors that you know now, how you can minimise the vacancy risk and factors.
2. Why some leases are better than others in an investment property – a lease document protects the landlord and the investment cashflow.  Within that fact, the structure and conditions of a lease document can be assessed; they will help with the management of the tenant and their business.  Most landlords overlook the importance of a good lease creation and implementation.  A property solicitor can offer substantial value to a property owner or investor in the structuring of a lease for ongoing tenant occupancy.  Give the property owners and investors that you know, some definite reasons to optimise their leases when they choose a new tenant.
3. How rents change over time and what to look for in rent optimisation – the structure of a lease can include things like rent reviews, rent types, and lease outgoings recoveries. There is a strategy to that process, and occupancy standards would already exist in your location. Look at the trends and the rules and help your investor clients know their choices. The question to consider will be ‘What rent is appropriate for a landlord with their property ownership targets?’ Local area facts and trends will help you with that investment decision.
4. Indicators of property performance to optimise – there are plenty of things to ‘mix and match’ in property performance over the term of a lease and with a tenant. Choices can occur when it comes to the length of the lease, the control of the tenant, operational costs, and the maintenance of the property. Ultimately, the property and the tenancy can be optimised for the long term through some strategic thinking and lease planning processes.
5. Where a property owner can save money – every property owner likes to save money over time.  There is a balance to that assessment given the age, the use, and the maintenance of a property. A plan can be put in place to help with the budgeting and decisions of commercial property operations and budgeting over time.  Every category of building activity can be reviewed for improvement or optimisation.
6. How a property owner can reduce investment risk – some risk factors and occupancy issues will impact every investment property.  You can look for those things.  Local area issues can also have something to do with the choices and facts.  When you think about ‘risk’, consider all the elements such as tenant choice, property use, cashflow, lease documentation, and locational circumstances.  The risks will be there, and some of those facts can be managed and or reduced.  You can share information with property owners and investors about that.  Your ideas in risk reduction can be valuable to the longer-term stability and operations of any property being managed.

In all these things, there are plenty of topics to share in your property management newsletter.  Start the process and keep up the momentum of connecting with the investors locally.  You can also print the articles or topics and share them in meetings or presentations for any new property management. 

The Big Message?

What’s the message with newsletters in commercial and retail property management? Stand out as ‘proactive’ and ‘predictive’ in property management today and do that in your newsletter marketing strategy.  The investors of your town or city will appreciate that approach.