Renters are one of the most overlooked groups when it comes to lead acquisition. Few people would rent if they knew they could buy, and direct mail campaigns are an effective way to spread your brand, educate renters, and move them into your funnel and eventually into homes.

Video Transcription

We’re in this miniseries of going after renters to generate leads and dominate your local apartment complex. Direct mail is a great component of that strategy if you do it well, so here are three pieces of advice I encourage you to follow.

1. Prioritize quality over quantity

I can’t tell you how many times I see this mistake in this business where people just want to send volume and say they go cheaper but the truth is guys when I pull that postcard out of my mailbox and there’s ink rubbing on my fingers and it’s flimsy, guess what? It’s a representation of your brand and it’s going right in the trash, so you want to focus on quality over quantity. That’s the cardstock of the paper if you can do high-gloss I’ve seen high-gloss always perform better so focus on the quality.

2. Personalization what you send

People truly dislike impersonal marketing. More than that, there is an increasing expectation that the marketing they receive should and will be personal to them. “Dear neighbor” and “Dear resident” do nothing toward providing value, indicating great service, or showing the slightest bit of care. Work with a list provider so you can target Bill and Judy by name. Make your direct mail piece personal whenever possible.

3. Be strategic about the type of campaigns you run

There’s four different direct mail campaigns that I suggest you run.

The first is an attractive mail piece that shows starter homes in your market and focuses on the most prominent pain point among renters—lining a landlord’s pockets instead of buidling their own equity.

I also suggest you run a campaign that isn’t focused on you or the business of real estate. Something like a postcard with your branding and a recipe or a clever DIY project will have some stickiness and a shelf life longer than an email.

The third campaign I would run is an education campaign. Send renters and first-time homebuyers a mailer that educates them on the homebuying process, such as what it takes to get preapproved for a mortgage or how to improve their credit score.

The final campaign I would run is to advertise a real estate seminar for first-time buyers. Bring along some of your referral partners, like your mortgage person or your title and insurance people.

The takeaway

So there you have it guys there are some tips on creating a great direct mail campaign. If you like these tips, subscribe to our YouTube channel, and as always, comment below let me know your successes, what mail campaigns you’ve done specifically to target renters and how you’ve had success or failure with it. Check us out on Facebook and Instagram but most importantly, take action on this today!