Postcard Marketing for Property Managers
Postcard Mailings promoting a Property Management Company are one the most cost effective advertising methods available . Unlike other media, direct mail always reaches the intended prospect… because everyone gets their mail everyday! Whether you are targeting owners of residential or commercial properties, a postcard is a great way to deliver your message.
Here are a few things to consider when planning a postcard mailing for a Property Management Company
The Basic Rules of Advertising Apply: Highlight Benefits… Not Features
When creating the message for your postcard mailing, it is wise to stick to basic advertising rules. The most important rule when advertising is to stress benefits not features. In other words, don’t crowd the postcard with laundry lists of the services you can provide. Rather, let the prospect know what benefits he will derive by working with your company.
Start with a Headline That Will Pass “The Glance Test”
The nice thing about direct mail advertising is that your message always get to your prospect. Everyone gets their mail every day, but they spend a only a matter of seconds sorting through it. That is when Passing the Glance test is critical. You must get their attention at this stage or all is lost.
When writing the copy for your postcard, don’t lose sight of who you are speaking to. Forget about the fact that you are about to send a mass mailing. If you try to create a message that appeals to everyone, you will wind up with a bunch of cliches, like “great customer service” or “reliable and trustworthy representation”. Utterly meaningless. Clients expect you that you will give good service and be trustworthy.
You need to start a conversation. Picture your ideal client, then put yourself in his shoes and imagine what his concerns are. Then narrow down those concerns to the one most important. That will be your headline. The best headlines present a problem and offer a solution.
What’s the #1 Benefit Property Managers Can Provide? Hint: $$$$$
Owners of vacant or rental properties are often disappointed in their real estate investment(s). Perhaps they had dreams of positive cash flow and steady property appreciation that haven’t quite come true. Maybe they are “accidental” landlords having inherited a property or had to relocate and were unable to sell due to the current market situation. Many might describe their property as a “Money Pit”. Now that’s a problem. Can you offer a solution?
Don’t Keep Changing the Appearance of your Postcard
Modify pricing and message if you must, but try to keep the appearance of your postcard basically the same. You want prospects to recognize it and associate it with your brand.