Branding a Property Management Firm (Strategy)

Listen to our featured Those Branding Guys radio show podcast: Kokopelli Property Management in Santa Fe

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys, we discussed branding for a property management company.

Joining us in the studio were Ryan Goodman CMO of Kokopelli Property Management along with Ben Porter, Web/Marketing Specialist. Kokopelli manages both long term and vacation rentals in Santa Fe, Taos and Angel Fire and their mission is to provide a memorable vacation experience in Northern New Mexico and, at the same time, protect the homeowner’s investment.

Kokopelli differentiates themselves from the competition through vertical integration. By centralizing repair and other services they are able to provide the most cost effective solutions to their customers.  Since they also own 100% of the process, Kokopelli is able to ensure their employees are brand ambassadors and provide a great customer experience in all facets of their operations.

Ryan and Ben shared that SEO, Ad Words and Facebook are an integral part of their social media campaign to gain awareness for the brand. Those Branding Guys suggested that Kokopelli may want to consider piggy-backing on New Mexico Tourism ads such as NM True by reposting them to their own site.

Ben noted that staying on top of the rapidly changing technology environment and the sheer number of sites the company might be reviewed or rated on are among Kokopelli’s branding challenges.

Ryan and Ben also provided tips for the listeners. First, ensure your branding message is consistent both in the content and the delivery channel. Constantly switching channels will confuse your customers. They encouraged marketing managers to leverage the amazing data and tools that are available such as social media statistics and dedicated phone numbers. These will assist to identify which advertising channels are working best and enable you to determine where to allocate resources.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. a Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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