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Home > Marketing Tips > The Truth About Direct Mail Pt. 1

The Truth About Direct Mail Pt. 1

3 Direct Mail Truths From "The Direct Mail Experts."

Part 1 of 3: Direct mail is all about consistency.

If you don't think of direct mail as a primary source of apartment advertising, then you're missing out! Your property can receive more qualified leads month after month with a custom direct mail campaign than with any other form of advertising. When compared to apartment publications, apartment websites or local newspapers, direct mail marketing will drive more qualified leads to your property than any other advertising source.

In this 3-part series, we're going to take a look at 3 truths about direct mail that you won't hear from anyone besides "The Direct Mail Experts." To fully understand how direct mail works, we first need to exactly define your target market.

Your target market consists of renters who already live in your area, can afford to live in your community, can move within 30 days, and meet the criteria of your property.

No matter what anyone tells you, your target market is not simply an "apartment shopper." An "apartment shopper" falls into a large and diverse group of people, most of whom cannot live in your community.

Truth #1: Direct mail is all about consistency.

How many times have you advertised in an "apartment book" for only one month? How many times have you told an apartment website you only wanted to be featured online for one month? What about the Yellow Pages for only one month?

Never, right? The reason you advertise in publications month after month is because your prospects can only move once a year when their leases are up for renewal. The same concept applies to direct mail.

When you direct mail your postcard into the hands of qualified prospects for 12 consecutive months, you are hitting every single resident 30, 60 and 90 days before their leases are up for renewal. No other advertising source can provide this amount of exposure or impact your target market the way a direct mail campaign can.

Sure, a one-time direct mail postcard will work great and yield plenty of results for a one-time occupancy boost. But, if you're looking for leases month after month, (which, of course, you are!), then a direct mail campaign is the only way to see qualified traffic fill your leasing office on a consistent basis.

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