What we'll cover
Property management is an inherently personal industry. You’re literally taking care of someone’s home, and it doesn’t get much more personal than that. So why do so many property managers shy away from sharing their personal stories?
By embracing your personal story of how you go into property management, what you love about it, and why, you can develop a stronger brand identity. That means a stronger connection with your investors and residents, and a unique way to separate yourself from the competition.
What’s your (brand) story?
One of the unique things about property management is that everyone has such varied backgrounds. Almost no one goes to school to become a property manager, or grows up thinking that’s what they’ll do. And that means that everyone has their own story to tell about how they ended up where they are.
- Maybe you were an accidental landlord who inherited a property and had to learn to manage on the fly. You can lean into the hard work it took to learn the business, and how you empathize with property owners in a similar predicament.
- Or maybe you were a forward-thinking investor who managed your own properties, but then you discovered you had a knack for it and decided to expand your management business. Your story might be one of business acumen and knowing the importance of protecting an investment.
- Plenty of property management companies are family businesses, passed down through generations, so maybe that’s how you came into it. In that case you have lifelong experience and a deep knowledge of your neighborhoods and communities.
- Or maybe you had a real estate background and decided to transition from sales to management. Your area of expertise might be the legal and logistical aspects of the business.
Whatever your story, you can make it a part of your brand and emphasize why it sets you apart from other property managers. Don’t be afraid to be personal and vulnerable; let your investors and residents know why you do what you do and why you love it.
Why you should get personal
When you embrace and share your personal story, you form better connections with others. It builds a sense of trust and camaraderie that makes people want to work with you, and to give you the benefit of the doubt. Beyond that, you become more memorable, and your story can lend credibility to your professional chops. Plus, when you lead with your story, you develop both a property management brand identity and a personal brand, which can open up more opportunities.
Embracing your humanity to build trust and relatability
According to an Inc. article written by Harvard instructor Carmine Gallo, storytelling is the secret to building business relationships. Gallo says that storytellers, “deliberately choose personal experiences that instill trust, build rapport, and motivate others.”
Andrew Dunbar of Forbes agrees:
Brands seeking to build loyalty and trust with their target audiences need to bake consistent storytelling into all aspects of their digital experiences.
That means that investors who hear your story and recognize your vulnerability are more likely to want to work with you. When your story is consistent and they feel like they’re truly getting to know you, they feel compelled to continue building that relationship.
It’s also important for your residents, who may only reach out to you in times of high stress, like when they have an urgent maintenance issue. In fact, research has shown that people with a high level of empathy are less reactive to stressful situations than those with a low level of empathy. In other words, a resident who empathizes with your personal story and feels a connection to you is less likely to send an angry email or yell at you on the phone. Instead, they’ll take a calmer demeanor, even when the situation is difficult.
Differentiation
Your story probably includes just how long you’ve been at it in the property management world. In fact, if you were asked to write a professional bio, it might be the first thing you include. Details like how long you’ve been licensed, how many doors you manage, and how long you’ve managed in your particular geographic area can all lend extra credibility to your business. Investors want to know that you have a proven track record before they start working with you, and residents want to know that you know what you're doing and won’t drop the ball if an issue arises.
A personal story can also make you more memorable to your audience. In fact, cognitive psychologist Jerome Bruner found that facts wrapped in a story are 22 times more memorable than facts alone. So if you want potential investors to remember you, tell them your story.
Finally, your story can help you stand out from the crowd. In a service-based industry like property management where many competitors can be seen as equals, that’s more important than ever. You don’t want to be competing on services that are seen as commoditized, or just trying to offer the lowest price. Instead, you need to find new ways to differentiate. You can often find those differences in your experiences, areas of expertise, and your personal commitment to property management. Stand out because of who you are and where you’ve been.
Personal branding
According to Forbes, personal branding is more important than ever. By celebrating your personal story, you’re developing a personal brand that your audience can connect with and remember. It also makes you a better candidate for opportunities like podcast appearances, conference speaking engagements, and panel discussions. Those are basically free marketing opportunities, which give you exposure to hundreds or thousands of potential new clients.
While it can initially feel uncomfortable to make yourself vulnerable, it can have tremendous benefits for your business and career.
How to ingrain your story in your brand
Your brand is in everything you do. That doesn’t mean you need to tell your whole life story every time you receive a call from a resident or prospective investor. There is such a thing as oversharing.
But there if you look for opportunities, you’ll find that there are good times to tell your story and allow it to support your value proposition and the work that you do.
Your website
Your website is one of the most powerful tools that you have. Your company has full control over how it presents itself, what users see, and you tell them your story.
Most property managers are tempted to keep themselves and their background to the About Us page, or maybe the Our Team page. While that can seem like it makes sense, you should expand beyond that.
Your home page is a perfect place to introduce yourself and what your company believes in. It’s where you make a first impression, and your personal background should be a part of that. Share what you believe and why. You can also integrate your story into your Services page, emphasizing why each service that you offer is important or personal to you. And if you don’t have a Team or About Us page, you absolutely should, and you should use it as an opportunity to put your story out into the world.
Chambers Theory, led by Tommy Chambers, is particularly good at highlighting their deep experience across their site. On the About Us page, the team breaks down their history, their mission, and their approach, including a note that Tommy is a third generation real estate professional with over 20 years of property management experience. The company also clearly lays out its core values, helping readers connect with them and setting them apart from the crowd.
On the Team page, Tommy’s bio also lays out his upbringing as the child of U.S. Intelligence and State Department veterans, which connects to his company’s dedication to providing services to those serving their country. All of this connects back to the company’s work in the Washington, DC metro area.
Social media
Social media is another powerful arrow in your quiver, because it’s also an “owned” channel. You have full control over what you post and how you frame it. We’ve already seen the rise of the “LinkedInfluencer,” professionals who use LinkedIn as a platform to build their personal brand.
Social media platforms can be great places to connect with your peers, customers, and potential customers. One of the best ways to do this is by sharing your story. On social, that usually means short anecdotes, telling your story in bits and pieces. That can include tales from your past, or examples of how you do business today.
Mark Brower of Mark Brower Properties does a superb job of this on LinkedIn. He frequently posts on his personal page about relationships—with tenants, employees, and even his father—and how they connect to his business. He tells stories about everything from staff meetings to one-star reviews and the mindset that he brings to his work every day.
Business cards, speaking opportunities, and more
You might think that most places where you display your company, like signage and business cards, might be too small to represent your story. But when you think outside the box, you can find opportunity anywhere.
Consider a one-line slogan that gives a sense of your background, experience, or values that you can include on business cards, in your email signature, and on ads, flyers, or stationery. This can help build a familiarity with you as an individual and add to the trust factor.
Speaking engagements are also a fantastic way to help people connect with your story. Industry shows and smaller local property management networking events are great opportunities to join a panel discussion or give a breakout session presentation. Podcasts and webinars can give similar benefits without the hassle of travel or scheduling.
Basically, anywhere that you’re using your logo, see if there’s a way to weave in your experience and your story. Obviously it won’t be a perfect fit everywhere, but you should at least ask the question.
Building your property management brand
If you’re interested in learning more about how your brand can truly set you apart, join our upcoming RBP workshop!
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January 8, 2025