differentiating the professional property manager
DESCRIPTION
A presentation given to the National Association of Residential Property Managers on how to differentiate their services to have the most market impact.TRANSCRIPT
04/11/2023 1
Differentiation Through Marketing, Sales, and
Product Offerings
NARPM March 2013 Webinar
NARPM March 2013 Webinar – Differentiating Your Business
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
2
Agenda
• Introductions• Defining differentiation• How to differentiate • Positioning framework• Marketing your differentiation• Search and website optimization• Q & A
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Speakers
Dennis Green – Online marketing and lead Generation for nearly 20
years.– Marketing in real estate industry for 7 years.– MBA University of Washington.– Real estate investor for the10 years
Henry Hall– 9 years in marketing management at Microsoft (Bing
Product Management, MSN Product Planning & Strategy)
– MBA, Kellogg Graduate School, Northwestern University
– BA, Journalism
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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All Property Management
• Founded in 2004 we operate in US and Canada.
• Connect property owners and associations with professional property managers.
• Largest network of property management services on the Internet
• Search marketing experts, our websites reach 1.5 million property owners and deliver over 100,000 high quality owner leads per year.
• Excellent customer service and hands on campaign management.
• Grow Your Business
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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What Does it Mean to Differentiate?
Ultimately, it is your customers answer to the question, "What is so special about your business?"
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Why Care About Differentiation?
Without differentiation your customer’s choice comes down to one factor:
PRICE
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Ways to Differentiate
Common Differentiation Tactics
• Quality - Mercedes• Service - Nordstrom• Price - Wal-Mart• Durability - Ford• Convenience - Amazon
• Warranty - Hyundai• Range of Services - GE • Reliability - Honda• Familiarity – PEMCO Insurance• Credentialing - Crest
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Finding Your Niche
Can you say “YES” to these:1. Large enough to make money?
2. Small enough to position your business differently?
3. Matches your businesses goals, skills, and strengths?
4. Fills a recognized need in the marketplace?
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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SUV Perceptual Map
high
low
HighlowMiles Per Gallon
Number of Passengers
Kia– Sorrento
Cadillac– SRX BMW– X3
Cadillac– Escalade H
Ford – Escape
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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PM Perceptual Map
High
Low
Credentialing
Service Breadth
Full ServiceSpecialist
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Case Study: Acme Property Management
• John and Mary Acme see an opportunity among reluctant landlords
• Based on discussions and research, they think their target customers’ biggest dilemma is anxiety and risk aversion
• Acme believes it can maximize revenue by offering flexibility and tiered pricing upsells
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Positioning framework
For <your target customer> your company/service, provides <your differentiation.>
Proof Point 1 Proof Point 2 Proof Point 3• Evidence 1• Evidence 2• Evidence 3
• Evidence 1• Evidence 2• Evidence 3
• Evidence 1• Evidence 2• Evidence 3
NARPM March 2013 Webinar – Differentiating Your Business
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Positioning Statement
03/20/2013
For <people anxious about owning a rental or selling in a down market> Acme Property Management, <takes the worry and hassle out of property management>
Flexible Guaranteed Great Reputation• Cancel at any time
• Tiered Services (Al la carte)
• Full management or partial
• Occupancy Warranty (6 to 9 months)
• Eviction Fee coverage
• 24-hour property protection plan
• Fastest growing manager in our markets
• Founder is a graduate of HBS and MIT
• Best Places to Work (Business Journal)
Your Target Customer
Your Differentiation
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Execution Tips
NARPM March 2013 Webinar – Differentiating Your Business04/11/2023
NARPM March 2013 Webinar – Differentiating Your Business04/11/2023
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Putting it All Together
• Step 1 - Complete research and perceptual map
• Step 2 - Identify and select your differentiation
• Step 3 - Position your company
• Step 4 - Communicate your differentiation website search marketing partners
04/11/2023 NARPM March 2013 Webinar – Differentiating Your Business
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Marketing Resources
Useful Websites:
• Suite101.com: Marketing Strategy- Differentiation: http://suite101.com/article/marketing-strategy-differentiation-a136498#ixzz2Mhesbj9s
• Blue Ocean Strategy: http://en.wikipedia.org/wiki/Blue_Ocean_Strategy
• Basic step by step how to make a perceptual Map: http://www.segmentationstudyguide.com/understanding-perceptual-maps/a-step-by-step-guide-to-constructing-a-perceptual-map/
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Thank You
Dennis [email protected]
Henry [email protected]
Learn More about All Property Managementwww.allpropertymanagement.com/about
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