When you first entered this field, you probably didn’t realize that one of the most challenging tasks property managers face is getting new clients. And while we still stand by our opinion that keeping your existing book of business happy is the most important thing, if you’re just starting out or you’re looking to grow, acquisition is a must. Let’s take a look at a few steps you can follow to develop and launch a successful lead generating direct mail campaign.
Start with good data.
You can send the most amazing mailers in the world, but if the people who are receiving them aren’t interested in hiring a property manager, then what’s the point? The first step in being successful with direct mail is creating a solid list of qualified leads. If you aren’t already, consider working with a reputable data management company that can help you gather the contacts you need for the audience you’re trying to target. And stay away from free lists. Simply put, you get what you pay for.
Decide on a frequency.
The next critical step is determining how often you should send out your mailers. Keep in mind that experts recommend sending out batches of 3,000 to 5,000 pieces in order to get an accurate sample size that will produce results. The goal is to create multiple touches and increase your response rate with each subsequent mailing. If you’re not sure where to begin, most property managers start by mailing out postcards five times a month. You can then follow up on those mailings quarterly for nurturing purposes.
We mentioned the importance of multiple touches, and that’s not just accomplished with mail. Someone who receives one of your postcards might head to your website to check out your services or hit your social media profiles to see if you’ve got a decent following. It’s imperative that each of these interactions be consistent. That means if your mailing says one thing, all of your other marketing channels should say the same thing. It’s this continuity and consistency that will generate trust.
Track and measure results.
Lastly, you can’t maximize ROI if you’re not looking closely at how your mail campaigns are performing. This can be a little bit trickier than with digital marketing, but it’s entirely doable. Start by including a dedicated phone number that will allow you to determine which incoming calls are being driven by direct mail. You can also develop a unique landing page that will help you identify the traffic coming in from your postcards versus other sources. Once you’ve got these things set up, measure results and tweak your approach as needed.
For property managers, attracting new business is a never-ending battle. Utilizing every possible tool that’s available to you – including direct mail – can ensure that you get the consistent, positive results you’re after.