New Apartments Get Rented Faster With Targeted Direct Mail
Sherman Property Management co-developed a high-end apartment building, Codo, in the downtown area of York, Pennsylvania. The building was one of the most innovative and upscale rental complexes ever built in the region. Rental units ranged from studio flats to three-story townhouses with a host of premium amenities. Since the new apartments were unlike any others in the area, potential renters were not likely to consider this area of the city on their own. The company needed a more aggressive marketing program to target well-heeled renters to the new property and location.
Sir Speedy developed a targeted direct mail marketing campaign to attract potential renters. A direct mail postcard was designed, printed and mailed to a targeted list of 800 names purchased specifically for Sherman Property Management. Parameters used to ensure the names were the most qualified for their product included age and household income. The call-to-action on the postcard invited prospects to visit Codo’s website or to call for more information. Several different postcards were created using various different photographic images of the building and units. The mailings were done quarterly for one year. In addition to the postcards, flyers were designed and printed that matched the look of the postcards. They were handed out and used as leave-behind pieces at many businesses throughout the area. The complete solution Sir Speedy provided included graphic design and printing services, list acquisition, and mailing services.
The president of Sherman Property Management reported seeing increased activity on the Codo website after each mail drop, and that at least 15% of the units were rented to individuals who received one or more of the direct mail postcards. He was very pleased with the direct mail campaign and expressed, “Sir Speedy must have done a fantastic job developing the mailing list because we experienced great success as a result of their efforts.”
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