getting the word out

one of the challenges of building a property management business is marketing. it's not a globally-needed product (like toilet paper or food), so mass media blitzes don't really work. it's also a necessity for many property owners that they don't know anything about. so you've bought a condo for rental property. how do you know which property management company isn't going to screw you over? how do you find them? of course, there's always the internet or the phone book, but really, for both parties, the best method is word of mouth.

which is why we don't advertise. we just ask if you are happy with the way that we do things, that you recommend us to others. it's basically aiming for the believers

I devoured a quick-read book yesterday called "the service path". one of the co-authors, rebecca harrison, suggests asking your most loyal customers for referrals by asking "Who do you know who'd be interested in our service/products? AND What else can we do to support your professional growth? We know a relationship works best with it's a two way street and we appreciate your support." the "and" part is usually left out according to her, but this is the key to asking for referrals - verbalizing the personal benefit to referring us.