Property managers have to market their services aggressively to stand out in a cluttered environment, but it’s not always easy – or affordable. Most property managers have to spend at least 3-7% of their annual revenue to reach the level of growth they need…or do they?
In the last few years, we’ve seen a new trend emerge. Property managers are achieving excellent results by partnering with expert direct mail marketing companies.
Postcards are a popular choice for direct mail marketing campaigns because they are cost-effective, visually appealing, and can be targeted to specific audiences. Property managers can use postcards to promote their services to potential clients, remind current clients about upcoming deadlines, or offer special discounts and promotions.
If you want to grow your business, it’s time to explore property management postcard marketing.
Creating Effective Postcards
The best way to boost conversions is to follow a few tried-and-tested principles.
- Determine your target audience. Who are you trying to reach with your postcard marketing campaign? Are you targeting potential clients, current clients, or both? Once you know your target audience, you can tailor your message accordingly. It’s also critically important to ensure that the mailing service provider has a targeted, up-to-date, and accurate direct mail list that matches your target audience.
- Get straight to the point. Your postcard should have a clear and concise message that highlights the benefits of your property management services. Be sure to include a call to action, telling the reader what you want them to do next, such as visit your website, call your office, or schedule a consultation.
- Use high-quality images and graphics. You have to make sure that your postcard grabs the attention right away to be memorable. Don’t skimp on the design or the quality of printing – get a professional involved from the start. A good turnkey mailing service provider will be able to provide the advice and design support you need.
This will set up your postcard campaign for success.
Enhancing Conversion Rates
Once you’ve created your effective design, you need to focus on optimizing the results of the campaign.
- Track your results. It is important to track the results of your postcard marketing campaigns so that you can see what is working and what is not. You can track your results by using a unique landing page for your postcard campaign or by using a tracking code in your marketing emails.
- Test different designs and messages. Once you have created a few different postcard designs and messages, it is important to test them to see which ones perform the best. You can test your postcards by sending different versions to different groups of people.
- Offer a valuable incentive. One way to increase conversion rates is to offer a valuable incentive to your recipients. This could be a discount on your services, a free consultation, or a chance to win a prize.
- Include a testimonial or review on your postcard. Social proof can be very effective in persuading potential clients to choose your services.
- Send your postcards at the right time. Consider sending your postcards before the start of the peak rental season or before the tax deadline.
- Segment your mailing list. You can segment your mailing list based on factors such as location, property type, and demographics. This will allow you to send targeted messages to your different audience segments.
Remember, you can’t manage what you can’t measure. Your direct mail service provider should have the ability to track the effectiveness of your campaign, and advise you accordingly.
Navigating from Mailbox to Purchase
Once your postcards have been delivered to your recipients, make it easy for them to convert into paying customers.
One of the ways to convert customers is to create a landing page. A landing page is a dedicated web page that is specifically designed to promote your postcard marketing campaign. Just like your postcard, your landing page should include a clear and concise message, a call to action, and a form where recipients can submit their contact information.
Once you have received contact information from your recipients, it is important to follow up with them promptly. You can follow up with your leads via phone, email, or direct mail.
Don’t neglect other touchpoints. Make sure that your website is easy to navigate and that your contact information is prominently displayed. You should also make it easy for potential clients to schedule a consultation or request a quote.
Finally, don’t make the mistake of stopping your campaign when you receive positive results. Keep sending regular mailers to keep the momentum going and stay on top of mind.
Conclusion
By following the tips above, you can create and send effective property management postcard marketing campaigns that navigate from mailbox to purchase. By targeting your audience, creating effective postcards, enhancing your conversion rates, and making it easy to do business with you, you can generate leads and grow your property management business.