Commercial Accounts: The Content That Wins Property Managers

Most pest control companies want commercial accounts but have websites built entirely for homeowners. In this episode, Adam Bennett, Elisabeth Pallante, and Hannah Kilpatrick unpack why that gap exists and how to close it.The team shares Cube Score data from a dozen pest control sites pursuing commercial work. The finding: commercial-facing pages averaged 185 out of 600 on the Cube Score while the same companies' residential pages averaged 380. The biggest gaps showed up in Authority and Transparency, the two dimensions commercial buyers weight most.The episode walks through five content layers a property manager needs to see before they request a proposal: a dedicated commercial services page, case studies with measurable outcomes, a clear proposal process, pricing transparency, and a separate commercial contact path. Most pest control sites have zero of these five.Hannah covers the three channels where commercial buyers actually find providers. LinkedIn posts with specific commercial outcomes (complaint reduction, inspection pass rates) get 4x to 6x more engagement from property management professionals than general pest content. Commercial Google searches use completely different keywords than residential. And local business association directories convert better than most companies expect.The hosts also debate whether commercial pricing belongs on the website and discuss when a company should chase commercial work versus shoring up residential first.This week's quick fix: Write a 200-word paragraph describing your commercial services, property types, and proposal process. Publish it as its own page. Then post the same summary on LinkedIn with a photo of your truck at a commercial property. Two touchpoints, 15 minutes.Three Key Takeaways:The content that wins homeowners actually pushes commercial buyers away. Property managers need different proof, different language, and a different path to contact you.A commercial-ready website needs five layers: a dedicated page, case studies, a clear proposal process, pricing transparency, and a separate contact path.Commercial buyers find you on LinkedIn, through commercial-specific Google searches, and in local business directories, not the same channels that bring residential leads.Download the free Commercial Account Readiness Worksheet at marketingthatactuallyworks.aiGet your Cube Score at thecubescore.comHosts: Adam Bennett (CEO), Elisabeth Pallante (Content Operations Manager), Hannah Kilpatrick (Social Media Manager) | Cube Creative Design