Six Ways Direct Mail Can Help Property Management Companies Grow

Six Ways Direct Mail Can Help Property Management Companies Attract New Business

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.

Alex Osenenko

About Alex Osenenko

Alex’s professional mission in life is to help small businesses grow and thrive. Alex is the President and CEO of Fourandhalf.com and a Co-Founder of the PM Grow, Inc. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex's deep commitment to entrepreneurship and improving the lives of small business owners everywhere empower him to host “The Property Management Show” bi-weekly Podcast and speak internationally on the subjects of Growth, Marketing, Sales, and Entrepreneurship.

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Average Monthly Rent :
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Alex Osenenko
President and CEO

Alex’s professional mission in life is to help small businesses grow and thrive. He is the President and CEO of Fourandhalf.com and is serving his 5th year on the Board of Directors for CALNARPM.

After spending 9 years in the trenches with his property management clients, Alex draws on his experience to host “The Property Management Show” Podcast and co-authors a weekly Property Management Blog on Fourandhalf.com. Alex has extensive experience speaking for various NARPM events at the local, state, regional and national level.

Alex is a graduate of San Francisco State University with an Electronic Commerce Systems Degree. His business philosophy is simple: Happy Customers are created by Happy Employees, which results in Happy Shareholders. Alex serves on the Board of Directors of CALNARPM (California Chapter of National Association of Residential Property Managers) and hosts a Podcast “The Property Management Show“, available on iTunes.

 

John Bykowski
Chief Operating Officer

After graduating from the University of Michigan with a film degree, John proceeded to do everything but. During his career, John has specialized in operations and has developed processes for small companies in diverse industries, such as bleeding-edge marketing technology, social networking, trade shows and exhibitions, and cloud software. John and Alex had worked together previously, and when he needed someone to help take Fourandhalf to the next level and beyond, Alex brought in John as his first employee, and later, business partner.

In addition, now that he’s using his film school know-how to help property managers look their best in their blogs, his mom no longer feels his degree was a complete waste of time.

Danny Morris
Director of Account Management

Born in Australia and growing up in Israel, Danny has spent a lot of time traveling the world between those two places. After completing his military service in Israel, Danny began following his biggest passion, writing, which he discovered while backpacking South America and publishing his first book.

When it was time to unpack, he returned to Australia to complete his Journalism studies amongst the beaches of sunny Perth. Danny is a huge online fan and after working in a number of related jobs, he finally gets to combine his two favorite things, working with media and people.

Marina Osenenko
Product Manager

Marina draws upon her real estate, business operations and customer service expertise for Fourandhalf. Her favorite part of being with Fourandhalf is the opportunity she has to really get to know our clients, build professional customer relationships and truly be part of a team that assists in their success.

Her time away from work is happily spent watching her children grow up and attempting to keep up with them! Any spare moments beyond nurturing her children are filled with hiking, spending time with friends, exploring the Bay Area and squeezing in a non G-rated movie every now and then.

Marie Liamzon
Product and Marketing Manager

Before joining Fourandhalf, Marie worked for one of the largest banks in the world. She took on different roles, but couldn’t find what she was looking for. She pursued a variety of side projects until she finally decided it was time for a career change.

Marie is very passionate about helping people and learning new things. In her spare time, you might catch her exploring new places and taking far too many pictures.

Kyle McLean
Customer Success

Born in San Diego County, Kyle McLean has since migrated to the Oakland woods. A fan of tall trees and tall tales, he holds a bachelor’s degree from the creative writing program at the University of California, Riverside and is a licensed California Certified Shorthand Reporter.

After a few years as a freelance court reporter, Kyle has joined Fourandhalf for an opportunity in sales and digital marketing. In addition to reading and writing, his hobbies and interests include gardening, hiking, soccer, coffee brewing, and craft beers.

Karen Wyle
Account Management

Originally from the Philadelphia area, Karen moved eight times in seventeen years all over the East Coast and to the Midwest before settling here in Northern California six years ago. She is an alumna of Brandeis University with a BA in American Studies and earned a MBA in Marketing Management from Indiana University in Bloomington. Karen’s business career has been well-rounded, with experience including advertising, direct marketing, corporate retail, product management, new product development, and new customer generation. Beyond an office setting, she has been thrilled to volunteer her time giving back to the community with KPMG’s Family for Literacy, at her daughter’s school, and as a Girl Scout Troop Leader. Karen enjoys music, good food, traveling to new places, completing jigsaw puzzles, meeting people and making connections.

Karen became a part of Fourandhalf’s Account Management team in 2016, relaunching her marketing management career after a pause to raise her family. She is excited to rejoin the business world and to work with such a strong marketing management team.

Paige DeRuyter
Account Management

Paige graduated from Chico State University with a degree in Journalism. Her favorite part of working at Fourandhalf is helping clients create and produce educational blog content to grow their business. She is an avid sushi enthusiast who enjoys riding her bike and watching college football and in her free time.

Nissim Boozaglo
Web Hosting Support

After working as a Radioshack store manager, Nissim decided to change his career path and pursue his passion for music production by getting his B.A.S. from Expression College for the Digital Arts. Nissim has a beautiful 8-year-old girl and loves cooking delicious homemade food and going camping with her! At Fourandhalf, Nissim is responsible for the implementation of the clients’ Landing Pages and Google Adwords campaigns.

Theresa Barnes
Campaign Director

Theresa Barnes was born and raised in the Bay Area and graduated with her Bachelors Degree in Communications Studies at San Francisco State University. She worked in aviation at a private FBO for 3 years, and other industries, before joining the Fourandhalf team. She finds a balance between being a young mother, work, and living a healthy lifestyle outside of work by staying as active as possible. She is dedicated to customer satisfaction and having a great work ethic.

Brittany Stephens
Campaign Director

Brittany recently moved to the Bay area after graduating from California State University Chico with a degree in Business Marketing. She is known for her excellent communication, customer service skills, and shameless nerdyness. Her passions include: music, tabasco, Lord of the Rings, and the Golden State Warriors.

Logan Jones
Business Development

After graduating from CSU Chico with a Degree in Business Marketing, Logan moved back to the East Bay and pursued a career in sales. With an attention to detail and a relentless drive, he strives to improve himself and his passions each day. When not at work Logan enjoys playing guitar and writing songs, and occasionally performing around the Bay Area. He is an avid sports fan keeping up with everything SF Giants, 49ers, Cal Bears, and Golden State Warriors.

Hope Lumbley
Account Management

Hope recently moved to the Bay Area after graduating from Chico State University with a degree in Journalism. She is coffee crazed, dog obsessed and hopes to visit all National Parks. One of the greatest times in her life was when she lived abroad in Costa Rica and hopes to travel more of Central America in the future. She feels blessed to work for a company who supports her love for travel and the need to learn more about what the world has to offer.

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