I apologize in advance for the novel, but I find my situation is better understood in some context. My company has a really unique problem, in that HOA Management isn’t really a product or a service, it’s somewhere in between (SAAS + Board Assistance/Community Management) and since it’s so incredibly niche, there aren’t a lot of ways to “Target” our market. Brand recognition is practically non-existent and we rely on a very low rated keyword program (not a lot of people are just out searching “HOA Management Companies” > 2,000 per month).
Because of the nature of our industry, a lot of our leads come from outbound cold calls but it’s becoming more and more difficult to target “HOA Board Members” as that’s a volunteer position that changes pretty frequently. I guess my overarching question and what I have been struggling to find are - in what ways I can promote better inbound lead generation? Right now we rely heavily on content, snippets and purposeful SEO but if there are any other suggestions we’d love to hear them!
Thank you for the context! Niche industries can be tough, but also a great opportunity! You know the HOA Management business better than anyone. You just need to present that expertise.
It’s ok if you’re brand awareness is low today. It’s where would you like to be? One great way to build this is through content. Positioning yourself as a resource for HOA board members.
Now, this isn’t an industry I’m familiar with, but after a quick search I put my thoughts below.
- While the keyword “HOA Management Companies” may have a low search volume, your audience is probably searching for other resources.
There responsibilities include:
- Writing bylaws for ownership
- Paying taxes on the property
- Contracting for insurance
- Contracting for services
- Committee governing documents
- Budget planning
- Investigating complaints
How can you be the single resource on the web for this information? How-to articles. Document Templates. Outreach email templates. Survey templates. Budget templates. All created specifically for people in HOA Management.
Things that an HOA board member would find useful to do their job. As you mentioned it is a volunteer position with turnover. People are looking for templates and guides to make their tasks easier.