In our digital age, direct mail marketing pieces are often-overlooked in favor of flashier online alternatives. But taking it back to basics with a marketing mailer can be one of the best ways to generate interest among prospective residents.
From showing off property photos to advertising special promotions to highlighting your amenities, direct mail marketing is a simple and effective outlet to talk about what makes your community unique. If you’re considering marketing mailers to help fill current vacancies, try advertising a few key events to pique prospects’ interest.
Direct Mail Marketing Stats
• On average, Americans receive 605 emails and 16.8 pieces of mail every week.
• For roughly every 36 emails you receive on average, you get 1 piece of mail in your mailbox.
• The average lifespan of an email is 17 seconds, compared to direct mail’s average lifespan of 17 days.
• 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.
• 58% of the mail American households receive is marketing mail.
• 59% of US respondents say they enjoy getting mail from brands about new products.
• 60% of catalog recipients visit the website of the company that mailed them the catalog.
• Up to 90% of direct mail gets opened, compared to only 20-30% of emails.
• Prospects are 15% more likely to respond to an oversized mail piece if they have never done business with you.
• Per USPS, 98% of people check their mail daily and Americans spend upwards of 30 minutes with their mail on a single occasion.
• 68% of marketing respondents said combining digital and direct mail increased website visits.
• 60% of marketing respondents said combining digital and direct mail increased ROI.
New Construction Grand Opening
If you’re new to the neighborhood, putting your list of leads to good use with an eye-catching mailer will help you drive brand awareness and generate more interest for your new community. By reaching out to prospects to showcase your available units and announce your presence can lead to a full schedule of tours, and ultimately, help you lease-up faster. Use mailers to get prospects in the door before opening for pre-leasing visits or even hard-hat tours to generate more demand.
Promote Events
If you’re hosting events for your residents regularly, why not invite prospective residents, too? Send out a mailer to invite them to happy hours, meet & greets, or holiday get-togethers. Attending these events will give prospects a sense of what it will be like to live in your community and help show that your building is more than just a place to live—it’s about a community. Just be sure to send the direct mail marketing with enough notice that they can pencil you in ahead of time!
Leasing Promotions
Leasing promotions are one of the best times to send mailers to prospective residents. By letting them know they can get a free month, waived application fees, or even a lower deposit, you’re very likely to grab their interest and get them in the door for a tour. Be sure to showcase the promotion prominently on the front of the direct mail marketing piece so they won’t miss it and ask them to “bring in this mailer” to get the deal.
Mailer Design Formula
When you’re pulling together the information to include on your mailer, there are a few tried and true items that should always be included. Your logo, bedroom count, property photos, and contact information are vital to show off your community and let people know how to get in touch if they’re interested. Including key features and amenities of your community, the tagline and a short ‘about’ paragraph is a great way to provide more detail and really sell prospects on all your property has to offer. Be mindful that it’s best to keep text to a minimum so your mailer doesn’t become crowded with information. Working with professional branding agencies like zipcode creative to design your direct mail marketing makes it easy to be sure all of the essential information is included in an elegant and eye-catching way.
PRO TIP: Add a QR code on the mailer that leads to a landing page for your campaign or promotion. Doing so will enable you to better measure the interest your mailer created among potential leads! (Pro tip couretsy of Christine O’Toole)
Once your design is finalized, your local printer can print, address, stamp, and mail the mailers so you don’t have to worry about doing all of the legwork or adding another administrative task to your to-do list. Try sending out a modest batch of mailers to the warm leads in your CRM or target prospects by surrounding zip codes for the most effective approach.
If you’re interested in diving into direct mail marketing for your community, get in touch today!
Improve the entire on-site experience to show off your amenities and turn prospects into residents with these marketing strategies to impress prospects on self-guided tours.
As self-guided tours become more and more popular in our ever-changing world, there’s one question on everyone’s mind: What’s the best way to stand out to residents?
Without a leasing agent to showcase the best features and most popular amenities during an unattended tour, property managers and owners are being forced to think outside the box to adapt. Instead of relying on an agent to sell the space, it’s more important than ever to come up with creative ways to emphasize the unique elements of your property.
Instead of leaving residents unimpressed or underwhelmed, use these creative tactics to show off the best of what your building has to offer.
Easy & Efficient Entry
After residents have booked their tour, you’ll want to make the entire process as easy and simple as possible—almost as if by magic! When prospective residents first arrive, create a streamlined check-in process that grants them all the access they need right away. That could mean they’re let in by a doorman and given each key they need, or you could install a smart lock system that sends a code prior to their arrival.
Whichever method you choose, be sure to do a test run to ensure it all works exactly how it should. This is the first thing prospects experience when they arrive, so it’s important to double-check that it all goes smoothly to give the best possible first impression. A good first impression through ease of entry is one of the first marketing strategies to impress prospects on self-guided tours that shouldn’t be overlooked!
Multimedia Walking Tours
Your community has much more to offer in addition to the apartment units themselves – make sure to bring attention to the amenities and unique selling points of the entire building. While the apartment itself is likely what a touring prospect is most anxious to see in person, the community amenities provide an opportunity to set your property apart from the competition.
To showcase amenity spaces, outdoor areas, or other unique features, try developing a multimedia tour of the entire building. Opt for using a map in lieu of the leasing agent to avoid unnecessary contact while also emphasizing the things that residents love most. Apartment tour maps have become one of the proven marketing strategies to impress prospects on self-guided tours during social distancing.
Develop a personalized map with different destinations, so prospective residents can move about the building on their own and see each amenity space first-hand. You can even add an interactive element like a stamp at each stop, so they can check off each space as they visit. Incentivize them with a small gift, like a Starbucks gift card, from the leasing office if they mark off each amenity to help ensure they experience the best parts of the entire building.
Custom Signage & Table Tents
If you want to keep things simple and straightforward for both you and touring prospects, there’s no better avenue than custom signage. Try creating custom table tents to place throughout the apartment and amenity spaces to highlight special features. That way, even without a leasing agent present, prospects won’t miss the unit’s best selling points and will learn more about the most impressive and notable aspects of their future home.
From top-of-the-line countertops or industry-leading appliances in the kitchen to elevated fixtures or high-end finishes in the bathroom, table tents or other custom signage is a great way to subtly call out details that prospects might otherwise miss. Whether you incorporate a short description, your community logo, or a custom QR code to learn more, the sky’s the limit to your creativity—which makes customized signage one of the most flexible and versatile marketing strategies to impress prospects on self-guided tours!
If you’re ready to elevate your self-guided tour experience with custom signage, get in touch with our team today! From printed maps to door hangers to table tents, we’re experts at creating effective and elevated materials for multifamily communities.
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You’re sitting on your couch binge watching Netflix trying to come up with some stellar ideas to get your properties seen by the outside world that are also just sitting on their couches binge watching Netflix. The answer is right in front of you…and everyone else…Since our social range has been restricted to a 10-foot radius from our computer screen and couch, you need to start strategizing ways you can get on their screens and get your properties seen right from people’s couch! Virtual tours are the new way to lease during quarantine.
Virtual tours are getting such a good response that we are certain it will be here to stay well beyond this pandemic. Just think of all the DIY millennials – they love their technology and figuring things out on their own. Virtual tours are also a perfect solution for working families who can’t easily meet for an in-person tour during business hours. It’s time to pick up your devices and get filming, the new era has entered in.
Here’s a list of ways that you can get your property to stand out and get prospects inside your properties without ever leaving their couch.
Go Live, Or Get Recording.
You should probably do both. Mix it up; people like options. Offer as many ways as possible for prospects to digitally view your property. All you need is access to a smartphone, tablet or computer. Of course, you can always go the professional route and hire someone to shoot the video for you, but considering the times, DIY is probably best.
Here’s how you can make all that magic happen.
1. Facebook Live Virtual Tours
Never done it before? You should. Facebook Live videos experience three times the engagement compared to other videos shared on social media. It’s a great way to reach a large audience all at once. It’s more complex than just a simple virtual viewing using Facetime/Skype. There’s more pressure on the production side of things considering it’s quite literally a virtual event. The trick is to look comfortable and act natural in front of the camera, but at the same time be sure to come prepared! Here’s some way you can do just that!
Private Broadcast
Use this option to test out your lighting, pace, time and format before going live!
Be Content Ready
Have a script or an outline of topics you want to cover. This will help you stay within the time frame you set for the event. Also, it will help in avoiding awkward silences.
Interact
Respond in real time to comments people are posting. Read certain comments out loud and say the person’s name that posted the comment to make it more personal. Give emphasis to positive comments posted on the amenities as you’re doing the walk-through. If someone posts: “Oh what I would give to be swimming in that pool right now!” You can mention how even though it’s a cool day outside, she should be quite comfortable in your pool since it’s heated. Anything to set that conversational tone.
Introduce And Reintroduce Yourself
Be sure to continuously introduce yourself and give context to what is currently happening every so often when you see new people join the event.
Provide Links
Post important links for everyone in the event to see and be sure to announce it more than once that those links are available. For example- post a link to your online application, website, social media etc.
Sharing Is Caring
Be sure to remind people to follow you on your social media and to share your content. Perhaps offer incentives to do so!
Close The Deal
Give an option to have them schedule an appointment on the spot to speak to an agent to get further information and help with any online application questions. Virtual tours are the new way to lease during quarantine and beyond so be prepared for next steps.
2. Video Conference Virtual Tours
For example, Zoom is a cloud-based video conferencing service perfect for large audiences or even small gatherings using a split screen. This app is more like being in a standard teleconference, but slightly cooler. In 2019, it was reported that over half of Fortune 500 companies used Zoom.
All the same ethos for any virtual touring option applies here:
Find time to take Q&A’s. Personalize it by using people’s names when answering any questions.
Direct the group to links and your website throughout the video.
Give them plenty of options for connecting with you and your staff when the video call ends.
Find ways to get people to leave their contact details in a private message.
Make them smile
Hands down the best Zoom feature for giving live tours-prospects can record it! The whole thing. It’s the perfect feature for partners or roommates that weren’t able to join the live tour. Perhaps the only shortcoming is that Zoom isn’t as universal as Facebook Live, just yet, so not everyone has it or knows how to use it. But hey, if it’s good enough for the Prime Minister of UK, Boris Johnson, to use it to hold cabinet meetings, then it’s good enough for us!
It’s more like, well, a house party. More casual and candid. Check out Five Things You Should Know Before Using House Party,you’ll see instantly how different House Party actually is from Zoom. For starters, Boris Johnson doesn’t use it. Honestly, we recommend HouseParty as a fun substitute to WhatsApp. Although you can have multiple people join a video chat, if people aren’t muting their screens, it can get a bit too noisy. Perhaps this app is best for viewings with one prospect at a time, or if there will be multiple residents living together they could all join the video call on separate screens.
These apps should be considered throwbacks because they’re so old. And we mean this in a good way. Most likely, everyone is already familiar with these apps and already have them on their device. Both are great for a more intimate one-on-one tour and allows you to give your prospects the undivided attention they deserve.
When you talk with prospects who have inquired online, offer to schedule a FaceTime or Skype call with them for a private virtual tour.
I know. Sounds lame after hyping up all the cool stuff you can do with going live. But it’s not. And remember, you should try to offer both. Not everyone wants to be forced to hear your bubblegum machine commentary (I’m so sorry, of course they do. You have the best bubblegum machine commentary!). Biggest advantage of pre-recorded videos- you have the luxury of editing and prospects can watch it at their convenience. Virtual tours are the new way to lease during quarantine and the forseeable future, so here’s some advice:
Amenities
You got a pool with some cabanas and grills; flaunt it! Your fitness center is state of the art; get on that elliptical and show us how it’s done! Your showers have the water pressure of Niagara Falls; Prove it! (Keep it PG, people).
Music
You can really change the vibe and invoke feelings by simply adding the right music.
Props
Get your employees involved by having them decorate areas like the lobby. Be sure to have every flavor of latte out and displayed in an appealing way. If you have a Game Room, try and round people up to be in the middle of a pool game when you enter the room to give off that community vibe.
Edits
Offer a full length video of your entire property. You want prospects to see everything from the keyed entry at the gates, to the cookies and latte machine in the leasing office, to the pool, fitness center, community lounge, dog park and even inside of the apartment itself. Then you can also offer an option to view a small clip of each area and amenity.
Example of smartphone video tour of a unit by Belforest Villas above.
Tips To Consider When Shooting Videos
Remember to put the toilet seat down before filming. Rookie move.
Make sure they can’t see you in the reflection of the mirror, especially if it’s pajama day at work.
No one wants to see Hairy Back Larry from apartment #7 laying out at the pool in his speedos. Pick a different time to shoot! (Sorry, Hairy Back Larry from apartment #7)
If you’re giving a tour of an empty property, throw out some ideas to the prospect as you’re giving the walk-through about what piece of furniture would look good here or there. You can say super witty things like, “And this is where your partner can put that hideous gumball machine…” as you open the door to your spacious closets. Let your viewer know that the bedrooms at your property can comfortably fit a king sized bed!
If you have a spare model home just lying around, go wild! Be interactive with all the wonderful aspects of your property. Maybe have some cookies ACTUALLY baking in the oven and go and check on them so when they’re finished your prospects can see how great the oven works. Maybe have an employee tucked all snug into the bed watching Netflix and eating popcorn so when you open the door to the large master bedroom, it looks like they just got caught. Then, smooth it over by saying how your properties are so cozy, it’s hard to resist. (The [corny] possibilities are limitless).
On a more photo technical note- try to use a tripod if possible and open the blinds and let in that natural light!
Tips to Consider For Marketing Your Virtual Tours
Use ALL your various social platforms and websites to let people know that you offer these virtual touring options. There’s no point in offering them, if your prospects don’t even know they exist! How do you let prospects know you’re the coolest kid on the block with “this many ways” to virtually view your property? Blast it front right and center on every platform you have.
1. Use Your Homepage
Of course you need to take all the usual digital marketing steps to get people to your website first and when they get there…WHAPOW! Now’s not the time to be shy. Let it be the prettiest thing to look at on your homepage. “Extra, extra! Read all about it. We’re going live on FaceBook and we’re gonna shout it!” Maybe don’t put that exactly. C’mon, you’re beddah than that (Boston accent). If it’s a fresh new website design you’re looking for, look no further and give us a holler!
2. Social Content
Now that you have pre-recorded videos on your website and you’ve hosted a few live events, reuse the content that you have! Share little video snippets of your amenities on your social media. You can design an entire social media campaign around posting these videos. Start a YouTube channel to host them all in one place so prospects can binge watch your videos and really get to know your property without ever stepping foot inside!
3. The Dangle Affect
Dangle incentives in front of your current residents to encourage them to get their friends to move in. It’s really in their best interest to live close to friends in case of a pandemic lockdown…right?!
You could offer them a percentage off of their first month’s rent after renewing their lease if they get at least 2 people to join the Facebook Live event. You see what I did there. Not only do you get at least 2 new prospects looking at your property, but you also just locked down a current resident for another term. SCORE!
If a resident refers a friend and they lease, you could offer a referral fee incentive or something like $200 worth of gift cards to shops in the surrounding community. You could even get the entire complex involved if you have multiple buildings at your property and turn it into a contest: whichever building get’s the most leases signed by a certain date (renewals or new leases) wins a pizza party paid for by you!
Don’t underestimate the power of a good ol’ fashion email. Or even a print flyer you can slip into the mailbox of current residents. You can mention your virtual tours with links to all your platforms and also mention the referral program you offer. The resident will be more inclined to share with their friends if at the same time they can easily see there is something in it for them. Have a big sign close to the street that reads, “Now Hosting Virtual Tours!”. It just so happens that these are all things we can help you with and customize to your branding.
Just so we’re clear, we really recommend you offer a combination, if not all, of these virtual touring options. This is the way forward. This isn’t just advice on procedures to follow for apartment viewing during Covid-19; this is the future. Virtual tours are the new way to lease! Happy touring!
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