The Marketing Engine Behind 1836 Property Management’s Growth

Matt Leschber and Kayla Gonzales of 1836 Property Management discuss the lead nurturing tactics they used to build a successful marketing machine.

The question that lives rent-free (pun intended) in every property manager’s mind, no matter the state of the real estate market, is, “How do I generate more leads?”

The answer involves thinking long-term and knowing the right marketing tools to use.

Strategic PM sat down with Matt Leschber, founder of 1836 Property Management based in Austin, TX, and Kalya Gonzales, marketing expert for 1836, to discuss lead generation, marketing, and how property managers can reach their ideal target audiences.

Quality vs Quantity in Lead Generation

1836 Property Management manages about 850 doors and sees anywhere between 15% and 20% growth in a typical year. Matt says that, at the higher end, 1836 gets around 125 leads a month.

But Matt posits some important questions: Would you really want to convert every single lead? Would they all be quality leads? Could you handle the volume?

Instead of trying to convert every single lead in the pipeline, the focus should be directed at how to build pipelines of quality leads that you can close at good revenue rates and that lead to great relationships. When you attract sticky leads, you know they like you, and there’s mutual trust.

Matt says, out of those 125 monthly leads, about 35% are valid leads, and they end up closing about 20% of those valid leads. Through tracking the time that it takes to close a lead within a given quarter, Matt and his team found that many closings occur within the first 30 days of contact, tapering off as the quarter progresses.

Being well-acquainted with these numbers provides 1836 with a roadmap they can use to direct their sales and marketing efforts.

And, with this information, 1836 has grown to master the art of lead nurturing, deploying proven criteria to vet prospective clients to ensure no time is wasted on leads with low intent or a misunderstanding of how 1836 solves their problems.