A single video, raking in thousands or millions of views is what we all want, right?
But in our industry, property management, this kind of exposure probably won’t lead to meaningful connections, or new clients.
In fact, it can dramatically grow your number of followers, while reducing the number of “real potential clients” who see your content.
This is why, focusing on building real relationships with the followers you already have can give you better results.
Here’s why connection over “going viral” is a better goal to have if you’re using your social media to grow your rent roll.
Reach vs Relationships
I’m not going to lie. If you have a post or a video that performs way better than your others, it feels good.
Whether it actually goes viral or not, increased reach on any post feels like progress. But here’s the question? Does it attract the audience you want?
For example, if you film a funny lip-syncing video to a trending audio, or you get your team to do a dance video, and your followers love it and it gets increased reach, it might draw in additional viewers or followers, but only because of the fun and silliness of the video.
Not because they’re an active investor, genuinely interested in your content. In property management, the goal isn’t just reach and views, it’s also to be seen as a reliable, trustworthy expert in your market place.
You can get more views with a funny dance, but you can’t get more credibility and trust. It’s not that the fun video isn’t worth doing (it is!), it’s just that it rarely gets you more business.
Most landlords aren’t looking for flashy content. They’re looking for someone they can trust with their investment property.
By focusing on intentional, relationship-building content, you’re more likely to capture their interest and hold it over time. Real connections mean real leads, not just followers who thought your dance was funny.
Followers Don’t Always Equal Leads
With a “viral video”, you might notice a spike in your follower count. A spike in followers can be exciting, but it doesn’t necessarily result in more landlords signing management agreements with you.
Viral followers who find you through one popular video may not engage with your regular content or even need your services.
On the other hand, followers that you grow via deliberate, useful content (which you can still deliver in an engaging and fun way), are far more likely to stick around, trust you, and consider working with you.
The people who already follow you are watching for tips and insights that may guide their property management choices.
When you nurture these people, you’re building a following that’s more likely to turn into a real landlord lead.
When they need a property manager, you’ll be front of mind for them.
How to Build Engagement with Your Ideal Audience
If “going viral” and jumping on all the trends isn’t your goal, what is?
I recommend planning out your content so that it resonates with the types of landlords you ultimately want to work with.
Here are some strategies you can use:
- Value-Driven Content
Share advice, answer common questions, or give market insights (just don’t do boring market updates).
By positioning yourself as a valuable resource, followers are more likely to see you as an expert rather than just another face in their feed.
You can still make this content interesting and engaging, while building trust and credibility. - Show Your Personality
Personal branding in property management builds connection and trust. Share why you’re passionate about property investing, show some behind the scenes footage, talk about controversial topics. Let your followers get to know the person behind the brand. - Consistency Trumps Virality
Rather than one big viral hit, focus on regular, valuable and engaging posts that keep your business or brand top of mind for your followers.
A consistent content stream covering topics that your audience is genuinely interested in, will build your reputation. - Engage And Respond
Social media is social. This means it’s essential that you respond to comments, ask questions, and connect with your followers individually.
People who feel noticed and appreciated are far more likely to reach out for professional help when they have property management needs.
High visibility doesn’t always mean a bigger rent roll. Prioritising relationships helps create a community of followers who actually care about your content and consider you an expert and a useful resource.
Each time you share your real-world expertise and engage directly with your followers, you’re building credibility and trust that no viral video can replace.
For investors, especially in this market, familiarity and trust are huge deciding factors, for who they appoint to manage their investment property.
They’re far more likely to do business with someone they feel connected to than with a random name that popped up once, dancing to a silly song.
When you consistently focus on connection and building genuine relationships, you’re setting up your brand for long-term growth rather than just a quick burst of popularity.
Social media results can feel immediate. But in Property Management, we know that consistent growth is built over time.
When you prioritise relationships with your individual followers, you’re building a sustainable growth strategy that you can manage for years to come.
So, next time you feel the pull to chase a viral trend, ask yourself one question: Am I trying to build a relationship or build numbers?
The followers you want are looking for someone they can trust. When you focus on them, you’ll build a reputation that leads to sustainable rent roll growth.
