You pressed play on this video and opened up this blog with the hope that I will tell you how to put together a property management direct mail campaign or a postcard campaign that will help you drum up more landlords and investors who are begging you to manage their properties.
Well, that’s exactly what I’m going to do.
Today, we’re sharing six somewhat-easy steps that provide an outline and a framework for a successful property management direct mail campaign.
List Quality: Access Good Data
If you send the best possible mailers to people who don’t care, don’t manage properties and are not in your neighborhood, it won’t matter how beautiful those postcards are.
Look for a reputable data management company with filters that allow you to find the people and the landlords who own property in the zip codes you want to target. Get the correct addresses for those names so that when you mail out your postcard, you’re not sending it to their rental property.
This is important. Free lists and lists that you get from title companies aren’t going to work. They’ll produce bad results, and that will lead you to believe that mailer campaigns can’t be successful. Your database needs to be clean and specific.
Frequency of Mailings
How often should you send out your mailers?
When we talk about numbers, you’ll need to send 3,000 to 5,000 postcards or pieces of mail to get a sample size that’s large enough to produce the outcome you want.
In your first wave of mailings, you might receive a couple of calls. In your second wave, you should get five or six calls. In the third wave, you really start getting traction, and in waves four and five, there’s significant ROI. We recommend you send out a mailer five times monthly, and then follow up with quarterly mailings to the same database.
Push Your Value Propositions
Every postcard you send must have a clear call to action (CTA). There should be an image that captures the recipient’s attention, and it doesn’t have to be connected to property management. Put something on there that’s creative and catchy.
Your value proposition should address a single and large pain point. The goal is to heal that pain point. Focus on one per card. You cannot explain all of your services and everything you do on the back of a postcard. Instead, have a nice clean card that attracts attention. Tell them what you’ll help them do.
For example, your card might ask: Are you getting enough rent for your property? Your value proposition could be a free rental analysis. Tell the recipients what you want them to do with a clear and unmistakable CTA, whether it’s to call you, download a free eBook or order a free rental analysis.
Your Postcards Need Continuity
You need continuity and consistency. If your postcard says one thing, your website must say the same thing. Make sure your landing page and your Facebook ads are all consistent. If you send a beautifully designed postcard that looks modern and crisp and your website looks old and dated, you’re going to lose conversion. If your website isn’t up to par, you aren’t going to look consistent, and that never inspires trust.
Be consistent in the way you represent your company on all digital channels, including your reviews and social media. Make sure your phone number and URL are easily tracked.
Use Multi-Channel Marketing
To optimize your outcome from this property management direct mail campaign, you need to re-market to your audience on Facebook and other platforms with the same offers, images and continuity. Make sure your Google AdWords campaign is connected to your mailing campaign. Offer the same value propositions, and you’ll have a significantly better outcome than you will with single mailers.
Pay Attention to ROI and Tracking
Finally, make sure you understand how you’re going to track phone calls, website visitors and other metrics. You’ll need to know how you can measure whether the mailer campaign is working.
If you need help launching a successful property management direct mail campaign, please contact us at Fourandhalf. We’d be happy to help you get the results you are seeking.
