Why Your Rent Roll Growth Depends on More Than Just Good Service

Ellen Bathgate | Founder of ContentCollab

Let’s clear something up: great service used to be enough.

You looked after your landlords. You returned calls. You kept arrears low. You were polite, professional, and thorough. And for years, that was enough to keep the business ticking over.

But the market has changed. Landlords have more choice. Competitors are louder. And property owners are no longer just comparing service, they’re comparing visibility.

If you’re not showing up consistently, the assumption (fair or not) is that you’re not the one to call.

But You’re Good At What You Do

You are good at what you do. That’s not in question. But if the right people don’t know about it, it won’t grow your business. Not in 2025.

Referrals will always matter, but they’re not the only path to growth. And word-of-mouth doesn’t work if people don’t know you exist, or don’t remember why they were meant to refer to you in the first place.

Visibility Builds Trust

Let’s look at how landlords are choosing property managers today.

It usually starts with:

A Google search, maybe a social media scroll and even with a referral, they still check online before reaching out to you.

They’re watching how you show up. They’re asking:

Do you look like someone I can trust with a major asset?
Do you understand the market I’m in?
Are you proactive, informed, clear?

Here’s what hurts: if they don’t see that from you, but your competitor has a polished website, recent blog, and Instagram full of useful tips… guess who they’re more likely to contact?

Even if you’re the better operator.

Good Content = Quiet Confidence

When your marketing is consistent, it builds quiet confidence. Not hype. Not flashy self-promotion. Just steady signals that say: “We know what we’re doing and we’re doing it well.”

It also helps you:

Attract more of the right landlords, not just anyone
Cut down on price resistance (because you’re not just another name)
Stay top of mind for people who aren’t ready yet… but will be

What If You Hate Promoting Yourself?

Most property professionals hate promoting themselves. And that’s totally fine.

But the shift to make is this: Marketing is not a bonus. It’s part of your business infrastructure.

If your rent roll growth feels stuck, or if you’re relying on chance more than strategy, it’s time to treat marketing like the long game it is. One that builds month after month, even when you're busy elsewhere.

Where to Start (or Start Again)

You don’t need a brand photoshoot and a hundred Reels to get going. You need clarity, consistency, and a plan that doesn’t rely on your already maxed-out calendar.

Ask yourself: