For many estate agencies, property investors make for an ideal client. Unlike homeowners, they are likely to buy and potentially sell on properties with regularity. If you offer lettings and property management services, professional landlords can also be the source of an ongoing income with a portfolio of properties under management.
Building long term relationships with investors can help to add an additional dimension to your estate agency, providing you with a consistent revenue stream.
But how can you make sure that your agency is attractive to property investors?
Position your services for property investors
If you are keen to attract investors, consider how you position your services.
Most professional landlords will have different priorities to your average buyer and will be looking more closely at factors such as typical rental yields and potential for capital growth. In some instances, investors will be looking for refurbishment opportunities – whether for instant “flipping” of the property, or for conversion of a home into an HMO.
Therefore, it’s wise to consider how you present your available properties for sale. Be sure to include details of potential rental income and focus on benefits to landlords, such as area demographics that show that there is rental demand in the area.
Show your property management expertise
Many professional investors don’t want to be too “hands on” with their portfolio and will therefore want to engage the services of an agency which can both find tenants and offer day to day property management.
Landlords want to know that their asset is well protected. This will mean trusting their agency to both properly inspect and raise maintenance issues throughout tenancies. making sure that the property is not subject to depreciation.
They also want to know their chosen agency can protect them from loss of income– for example taking the right action should tenants not pay rent or giving them the best advice to reduce void periods.
Consider your content
If you want to attract investors, be sure to create content that shows your knowledge and understanding of what matters to landlords.
From the latest updates to changes to legislation, to showing your knowledge around common issues, creating articles, emails and even social media posts that provide helpful information for landlords, you start to build trust.
Unlike home buyers, investors will often be open to purchasing a property should the right opportunity come along at the right time. Therefore, it’s vital that you build your investor email list and provide them with value.
You can consider creating specific email campaigns targeted purely at your property investor audience which gives access to exclusive property deals, sharing market updates or landlord specific content that you have created.
Here at Brief Your Market, we can help you to create branded email campaigns specifically for this audience.
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