Marketing Strategies From Successful Managers
It’s the year 2021, when your kids’ babysitters are on LinkedIn, and the teenager who cuts your lawn has a branding plan. But many community association management firms are still in denial about the need to market their businesses.
“We have a bad habit in this industry of thinking we don’t have to market ourselves and we don’t have to spend time and energy developing a brand,” says Katie Anderson, CEO of Aperion Management Group, LLC, which manages around 65 associations in Central Oregon.
The days when managers could sustain their businesses with this approach are fading fast, though, and savvy managers are accepting that the current environment calls for more. “We didn’t market for 20 years,” says Paul Grucza, director of education and client development at the Seattle-based management company CWD Group, Inc., “but now there’s more competition.”
As Anderson implies, it’s not uncommon for managers to say they don’t bother with marketing. But, if you dig deeper, you might find they’re defining the term too narrowly — typically, they’re thinking of advertising and recruiting campaigns such as direct mail. And yes, those efforts can have very limited returns. But there are ways to succeed that don’t require a ton of time or capital.
The good news is that managers new to the marketing game need not start from scratch. They can follow the lead of other management firms that are enjoying growth, despite trying times.
Read the full article now for ideas and inspiration from managers who are making it work: