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Property Management Marketing Plan Template

Set two goals for the next 90 days: owners signed and nights booked. Type channels, budget and targets; the plan, budget split and calendar fill in beside them.

  • Owner and guest goals
  • Budget split worked out
  • Word plan, Excel budget
Build My Plan
45 of 45 fields filled
This is an example plan for a fictional company. Replace it with yours.
Business and dates4/4
Goals8/8

Win owners

Fill nights

Who you're marketing to2/2
Your offer2/2
Channels and budget8 in plan

Total per month$1,380 · $4,140 over 90 days

90-day calendar6/6
KPI targets and reviews7/7

Owners, in these 90 days

Guests, in these 90 days

Reviews

Want it blank? .

90-day marketing plan

Saltmarsh Stays

Pine Bay coast and the old town

Plan owner: Jordan LeeFocus: Owners and guests

1Goals

Win owners
14 → 22 doors

Fill nights
Occupancy58% → 64%+6 pts
Direct share9% → 15%+6 pts

2Who we’re marketing to

Owners

  • Second-home owners within two hours who use the home a few weeks a year
  • Self-managing hosts with one to three listings who are tired of guest messages

Guests

  • Families booking school holidays, five to seven nights
  • Remote workers booking one to three weeks midweek in the off-season

3What we offer

Owners

A local team within 20 minutes of every home, a monthly owner statement, and your own weeks blocked first.

Guests

Book with us directly: no platform service fee, early check-in when the calendar allows, and a local guide from people who live here.

4Channels and monthly budget

ChannelGoalOwnerPer monthShare90 days
Website and SEOBothJordan$40029%$1,200
OTA listingsGuestsAna$15011%$450
Google Business ProfileOwnersJordan$00%$0
Email to past guestsGuestsAna$604%$180
Referrals and agentsOwnersJordan$25018%$750
Social mediaBothAna$1209%$360
Paid adsOwnersJordan$30022%$900
Local partnershipsGuestsAna$1007%$300
Total$1,380100%$4,140
Owners 40% · $1,650Guests 22% · $930Both goals 38% · $1,560

Planned spend per new door: $550 (owner channels over 90 days ÷ 3 signed owners)

Planned spend per direct booking: $52 (guest channels over 90 days ÷ 18 direct bookings)

Channels marked Both count in the total but in neither cost line.

590-day calendar

Month 1

Fix the foundations

  • Rewrite the owner page with a fee example and a contact form
  • Verify the office on Google Business Profile
  • New photos for the four least-booked listings
  • Clean the past-guest list and add an unsubscribe link
Month 2

Launch

  • Start search ads for property managers in Pine Bay and two nearby towns
  • First past-guest email with open dates for the spring holidays
  • Ask five local agents for referrals, reward agreed in writing
  • Meet the wedding venue and the surf school about group stays
Month 3

Measure and decide

  • Compare cost per owner lead by channel and cut the weakest
  • Second past-guest email for the shoulder season
  • Call back every owner lead that went quiet
  • Draft next quarter's plan from the numbers

6KPIs and targets

KPINowTargetBy
Owner leads–30
Calls or visits–12
Signed owners–3
Occupancy58%64%
Direct-booking share9%15%
Direct bookings–18
Past-guest email list–600

Your targets assume 40% of owner leads take a call or visit, and 25% of those sign (10% of all leads).

7How we review it

Weekly
Mondays, 20 minutes: leads, calls and bookings by source
Monthly
Last Friday of the month: Jordan and Ana review spend against the KPIs
Next plan
Saltmarsh Stays · 90-day marketing planMade with Mr. Props

Your entries are filled in. Highlighted fields are still empty. Every total, share and pace is worked out from what you type.

Two buyers

Owners Sign Contracts. Guests Book Nights.

A manager sells two things to two groups: a management service to owners and a stay to guests. They look in different places and decide at different speeds, so one budget line called "marketing" hides which side gets the money. That is why this property management marketing plan template keeps the two goals side by side.

OwnersNew doors under managementGuestsNights and direct bookings
DecisionHand over a home they may have owned for years, under a written agreementPick one stay out of many similar listings for their dates
TimelineWeeks or months, often after several conversations and a visitMinutes to days, often in a single sitting
Where they lookSearches for managers nearby, agents, neighbours, other owners, local groupsBooking platforms, maps and search, your emails if they've stayed before
What convincesProof you look after homes: sample statements, reviews, response times, a team nearbyPhotos, the price for their dates, reviews, clear rules and check-in
A winA signed management agreementA booked stay, better still a repeat or direct one
WatchSigned owners and cost per signed ownerOccupancy and direct-booking share

The two sides feed each other. Guests who leave good reviews give you the proof that owners ask for. A busy calendar is a strong argument to show an owner who is comparing managers. So plan both, but give each its own goal, budget and KPIs. At review time you'll be able to tell which money did what.

Host your own homes and don't want more doors? Switch the builder to Fill nights. The owner sections drop out of the plan and the budget only counts guest channels. Growing a management company with no guest-side spend of its own? Pick Win owners.

Audiences

Name the Owners and Guests You Want

"Property owners" and "travellers" are too broad to write an ad for. Pick two or three types on each side, write down what each one worries about, and the message and the channel follow from it.

Owner types

The second-home owner

Worries about
Losing their own weeks, wear on the house, a manager who stops answering.
Message that answers it
Their weeks go in the calendar first, and they get a statement every month and photos after each turnover.
Where to reach them
Search ads for managers in your area, the agents who sold homes nearby, local community groups.

The tired self-manager

Worries about
Guest messages at midnight, cleaners who don't turn up, ratings slipping while they're busy.
Message that answers it
Keep the income and the say on pricing; hand over the messages, cleaning and repairs.
Where to reach them
Local host meetups, cleaners and handymen who work for them, your own blog posts on the problems they search for.

The investor buying nearby

Worries about
Whether the numbers hold up, permits, how fast the first bookings arrive.
Message that answers it
An honest revenue range for a similar home you manage, help with the permit, and a launch plan for the first months.
Where to reach them
Buyer's agents, mortgage brokers, investor meetups, a page on your site about buying a rental in your area.

Guest segments

Families on school holidays

Want
Space, a real kitchen, safe outdoor areas, parking, a check-in that works with tired children.
Message that answers it
Show bedrooms and the garden first; list cots, high chairs and the parking spot by name.
Where to reach them
Booking platforms, and an email to past family guests well before the next holiday.

Remote workers, midweek

Want
Wi-Fi they can rely on, a proper desk, quiet, a weekly or monthly price.
Message that answers it
Put the speed test and the desk photo near the start of the gallery and offer a weekly rate.
Where to reach them
Longer-stay filters on the platforms, your own site, nearby coworking spaces.

Returning guests

Want
The same home, an easy way to rebook, a reason to come back outside peak season.
Message that answers it
First pick of next year's dates, and a note when their favourite home has a quiet week.
Where to reach them
Your own email list. Check the platform rules below before you contact anyone who booked through a platform.
Positioning

One sentence per side

Write it before you choose channels. If you can't finish the sentence, no ad or listing will fix it. The builder puts both sentences in the "What we offer" part of the plan.

For owner type in your area who problem, we what you do so that result they care about.

ExampleFor second-home owners on the coast who want their own summer weeks, we run bookings, cleaning and guest messages so the home pays its way without them on the phone.

For guest segment, our homes have three things they need, and booking with us directly gives them what the platform can't.

ExampleFor families on school holidays, our homes have fenced gardens, cots and off-street parking, and booking with us directly means no platform service fee and a named person to call.

Positioning

The Four P's, With Two Buyers

Product, price, place and promotion are the classic marketing mix. For a manager, each one splits in two. Fill in both columns for your business and the gaps show quickly; a sharp guest offer next to a vague owner offer is a common one.

To ownersTo guests
ProductWhat they getThe management service: what you do, what you don't, how and how often you reportThe stay: the home, the check-in, the extras, the help when something breaks
PriceWhat it costs themYour fee model and what it includes, laid out so an owner can compare it with another offerNightly rates, minimum stays, cleaning and other fees, and how your direct price sits next to the platforms
PlaceWhere you sellThe streets and towns your team can reach quickly when a guest locks themselves outThe channels where guests book: platforms, your own site, partners who send groups
PromotionHow they hearReferrals, local search, agents, owner events, proof from the owners you already work withListing quality, reviews, emails to past guests, social posts, partner offers

Price is where the two sides meet. An owner weighs your fee against what you can earn for the home, so your nightly pricing is part of the owner pitch, not only the guest one.

Channels

Eight Channels and the Job Each One Does

You don't need all eight. Pick the three or four that your owners and guests actually use, give each one a monthly budget and one person who answers for it, and park the rest until next quarter.

Both

Website and SEO

Your owner page and your booking pages live here, and it's the one channel you fully control.

First move
An owner page that answers fees, services and reporting, with a short contact form.
Count
Owner enquiries from the form; direct bookings by source.
Guests

OTA listings

Airbnb, Vrbo and Booking.com put your homes in front of people already searching for your dates.

First move
Fix the weakest listing first: cover photo, title, the opening lines of the description.
Count
Views, booking rate and nights booked, per listing.
Owners

Google Business Profile

An owner looking for a manager nearby may find your office on Maps, with your reviews next to it.

First move
Verify the office, list your services and service area, ask current owners for a review. Eligibility rules apply.
Count
Calls and website clicks from the profile.
Guests

Email to past guests

People who have stayed already trust your homes. Email lets you invite them back when you have dates to fill.

First move
Clean the list, add an unsubscribe link and your postal address, send one email before your next quiet month.
Count
Clicks and direct bookings from each send.
Owners

Referrals and agents

Agents, cleaners, tradespeople and your current owners often hear that someone needs help before you do.

First move
Agree a referral reward in writing and tell five people what a good referral looks like. Check local rules on referral fees first.
Count
Referred leads and signed owners, per person.
Both

Social media

Use it as proof: a home after a refresh, the team at work, guest moments shared with permission.

First move
Choose one platform and post on a fixed day each week for the whole quarter.
Count
Visits to your site and messages received from the profile.
Owners

Paid ads

Search ads can reach an owner on the day they look for a manager in your town.

First move
Start small with manager search terms for your area and send clicks to the owner page, not the homepage.
Count
Cost per owner lead, then cost per signed owner.
Guests

Local partnerships

Wedding venues, event organisers, employers and schools send groups who need somewhere to stay.

First move
Give one partner a booking link or code and a named contact on your team.
Count
Bookings and nights per partner.
Budget

Set the Budget From Your Own Numbers

Averages from other markets won't tell you what to spend in yours. Two of your own figures will: what a new door is worth to you, and what a direct booking saves you.

  1. Price a door

    Take the fee income one home brings you in a month and multiply it by the months you expect to keep the owner. Then decide what share of that total you'd spend to win the home.

  2. Price a direct booking

    Look up the fee your platform takes on a typical booking. That is roughly what a direct booking saves you, before card fees and before the cost of winning it.

  3. Split, then test

    Give owner channels and guest channels separate amounts. After each month, move money towards the channel with the lowest cost per signed owner or per direct booking.

What can you spend to win one?

Example figures. Use the numbers from your own owner statements and payout reports.

Most you'd spend to win one door$1,050
Fee income over the contract
$10,500
Fees a direct booking saves$144Before card processing and the cost of winning the booking.

Now compare. The plan above shows your planned spend per new door and per direct booking. If either is higher than what you'd spend, the targets are too low or the budget is too high; settle which before the quarter starts.

90 days

Month One Builds, Month Two Launches, Month Three Decides

Ninety days is long enough to get a first read on each channel, and short enough that a bad bet costs a quarter, not a year. The calendar in the builder follows this rhythm.

  1. Weeks 1–2Fix what every channel points to: the owner page, the weakest listing, the booking page.Both
  2. Weeks 3–4Set up tracking: one lead sheet, a source on every booking, a code for each partner.Both
  3. Weeks 5–6Launch the owner side: search ads, agent visits, the referral ask to current owners.Owners
  4. Weeks 7–8Send the first past-guest email and partner offers, timed before your next gap in the calendar.Guests
  5. Weeks 9–10Call every owner lead that went quiet. A phone call, not another email.Owners
  6. Weeks 11–13Compare cost per result by channel, cut the weakest, and draft next quarter's plan from the numbers.Both

Timing. Schedule owner outreach for weeks when you have time to take calls and onboard a home properly. Schedule guest pushes a few weeks ahead of the dates you need to fill, not in the week itself.

Measure

KPIs That Show Whether It's Working

A property management marketing plan that only counts clicks and likes will look busy and sign nobody. Count the result at the end of each funnel, plus the step just before it, so you can see where people drop out.

KPIHow to work it outCheck
Owners
Owner leadsEnquiries from owners with a home in your area, from any channel, counted once eachWeekly
Calls or visitsLeads who agree to a call or a walk-through of the homeWeekly
Signed ownersManagement agreements signed in the periodMonthly
Cost per signed ownerOwner-channel spend in the period ÷ signed ownersMonthly
Guests
OccupancyBooked nights ÷ nights available to guests, per home and for the portfolioWeekly
Direct-booking shareDirect bookings ÷ all bookings in the same periodMonthly
Repeat guestsBookings from guests who have stayed with you beforeMonthly
Cost per direct bookingGuest-channel spend in the period ÷ direct bookingsMonthly

Fix the definitions first

Write down how each KPI is counted before the quarter starts, and keep it that way. If owner-blocked nights count as available one month and not the next, the occupancy trend means nothing. Booking source is the number that slips most easily. A PMS such as Mr Props records the channel on every reservation, so your direct share comes from the bookings themselves rather than a spreadsheet someone forgot to update.

Read the assumptions in your targets

Targets hide conversion rates. Plan 30 owner leads, 12 calls and 3 signings and you are assuming that 40% of leads take a call and a quarter of calls sign. The builder prints these rates under the KPI table, so you can ask whether your team has ever converted like that, and adjust the targets or the sales process.

Before you publish

Platform Rules and Laws That Shape the Plan

Three of the channels above come with rules that decide what you can do. Each summary below says only what its source says. Read the current version before you act, because these pages change.

Google Business Profile: the office, not the homes

Google's business eligibility guidelines list rental properties such as vacation homes among the businesses that are not eligible for a Business Profile. A sales or leasing office can be verified, and the business has to meet its customers in person during the hours it lists.

  • Create one profile for the office where owners and guests can actually find your staff.
  • Don't create a profile for each rental home.

Source: Google Business Profile Help, Business eligibility and ownership guidelines.

Marketing email in the US: CAN-SPAM

The FTC's compliance guide for the CAN-SPAM Act sets out what commercial email must do, and says the law makes no exception for business-to-business email. Emails to owners count, not only those to guests.

  • No false or misleading header information and no deceptive subject lines.
  • Make clear the message is an advertisement, and include your valid physical postal address.
  • Tell people how to opt out and honour an opt-out within 10 business days.
  • You stay responsible for email that others send on your behalf.

Source: Federal Trade Commission, CAN-SPAM Act: A Compliance Guide for Business. Outside the US, check your data protection authority's guidance on marketing email.

Direct bookings and guests who came through Airbnb

Airbnb's pricing and payment transparency policy says hosts may not ask guests to pay outside Airbnb, offer discounts for booking off Airbnb, rebook Airbnb reservations off the platform, or put links in listings or messages that take people off Airbnb. Messages before a booking have to stay on Airbnb.

  • Build the direct channel from your website, partners and guests who found you directly.
  • Read the current terms of every platform you list on before you contact a guest about booking direct.

Source: Airbnb Help Center, Pricing and payment transparency (article 2799).

Check locally. Whether you need a licence to manage or advertise rentals for other people, and whether you can pay referral fees to someone who doesn't hold one, depends on where you work. Your state or national regulator, your management agreement or a local advisor can confirm before you launch the owner campaign.

DoIn your owner pitch

Do

Show a real owner statement, with that owner's permission and their details removed.

Do

Give a revenue range for a similar home you manage, and say plainly that it isn't a promise.

Do

List what the fee covers and what costs extra, on one page.

AvoidClaims that backfire

Avoid

Guaranteed income figures for a home you haven't run yet.

Avoid

Reviews, photos or results from homes you don't manage.

Avoid

"No hidden fees" when a fee sits in the small print.

Examples

Three Plans, Three Starting Points

Each company here is fictional. Load one into the builder to see its full plan, then change it to fit your business. The figures on the cards are worked out from each example's inputs.

Fill nights

Fernhill Cabins

A host with three cabins and no owner side

90-day budget
Biggest line
Spend per direct booking
  • No Google Business Profile line: the cabins are rentals, so they aren't eligible.
  • Every channel points at guests, so the whole budget counts towards direct bookings.
Win owners

Cobble Lane Management

A young manager growing from 6 doors to 15

90-day budget
Pace needed
Spend per new door
  • The pace line turns a 12-month goal into doors per month, so a slow quarter shows up early.
  • Paid ads take the largest share; month three decides whether they keep it.
Both goals

Saltmarsh Stays

14 doors, growing and pushing direct bookings

90-day budget
Owners / guests / both
Spend per new door
  • Shared channels such as the website get their own line, so neither side's cost is overstated.
  • The KPI table shows the conversion rates hidden inside its targets.
FAQ

What Managers Ask Before They Plan

How do I create a marketing plan for my property?

Start with one number you want to change by a date: occupancy, direct bookings or doors under management. Write down two or three owner or guest types you want, and what you offer them that the alternatives don't. Pick the few channels where they look, give each a monthly budget and a named person, spread the work over three months, and choose the KPIs you'll check each week. If you only host your own homes, switch the builder to Fill nights and skip the owner side.

What is the goal of a property management marketing plan?

To decide before the quarter starts where your time and money go, and to find out within weeks which channels bring signed owners and booked nights. Without one, spend drifts towards whichever channel felt busiest last month. With dated goals and KPI targets, each review becomes a simple question: are we on pace or not?

What are the 4 P's of marketing in real estate?

Product, price, place and promotion. In property management each one has two versions: the service and fee you offer owners, and the stay and nightly rate you offer guests. The Four P's section above lays them out side by side.

How much should a property manager spend on marketing?

No single figure fits every market, so this page doesn't give one. Work it out from your own numbers: what a new door earns you over the time you expect to keep it, and what a direct booking saves you in platform fees. The calculator in the budget section turns those into a ceiling you can compare with the plan's spend per new door.

How often should I update the plan?

Check the KPIs weekly, review each channel at the end of the month, and write a new 90-day plan every quarter. Keep the old plans. Comparing what you planned with what happened is the best input you'll have for the next one.

Is this the same as a business plan?

No. A business plan covers your services, fee model, team and financial projections over several years. This plan covers only the next 90 days of winning owners and guests: who you're after, what you say, where you say it, what it costs and how you'll measure it.

What should a property management marketing plan include?

Dated goals for owners and guests, the audiences on each side, one positioning sentence per side, the channels with a monthly budget and a named owner, a 90-day calendar of actions, KPI targets and a review rhythm. The plan in the builder has all of these on one page, with the budget table and calendar in the Excel file.

Does it work for long-term rentals?

Yes. The owner side works the same way. On the guest side, swap the KPIs for vacant days, enquiries per listing and lease renewals, and switch off the channels you don't use, such as OTA listings.

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Helvis Schmotex

Helvis Schmotex

Founder, Mr. Props · Short-term rental investor

Helvis has spent the better part of a decade buying and selling real estate, and now focuses on scaling his short-term rental portfolio. He joined forces with the property OG himself, Mr Props, to share what's actually working — the systems, numbers, and hard lessons — so other hosts can grow faster and with fewer headaches.

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