6 Tips for Writing Property Management Marketing Letters

The key to any essential business opportunity is to form relationships with potential prospects. Without a relationship, most business opportunities are going to be ignored. In the world of property management, relationships are even more critical because you are dealing with a very personal decision that families make: the owners of a rental property see it as a business opportunity. Renters see a rental property as their home. One of the most effective tools that you can use to start forming these necessary personal relationships is a property management marketing letter. These letters help you reach out to potential tenants on an individual basis instead of relying on advertising mediums like radio or television. This personal connection not only sets you apart from all your other competitors, but it can be done on even the smallest of budgets.

What Are the Basics of Letter Writing?

1. The key to writing a good marketing letter is to keep everything as simple as possible. Don't go for fancy graphics or different colors of text. If your letter looks cluttered, it is going to look like a piece of junk mail and hit that person's shredder. 2. It's also important not to use any jargon. Think of it as a business letter where you are creating a proposal for someone who is outside of your industry. With this approach, it is important to use formal salutations and to keep all of wording within your letter as business formal as possible. 3. Then you're ready to grab their attention. Most potential prospects are not going to read the entire personal letter that you've written. They will read a paragraph or two and that is about it. This means it is essential that you capture their attention in those first 8-10 sentences. If you don't do that, your letter is going to be discarded. Make sure that you put a call to action into those introductory paragraphs as well so that people won't have to search out your contact information.

Who Is Your Target Audience?

1. You have to do more than solve a problem when you're writing a property management marketing letter. You've also got to be able to relate to your target audience in a unique way. In order to do this, it is necessary to narrow your target demographics down as much as possible. Go beyond the basics like gender, age, or income. Look at job histories if you have them, or neighborhood profiles, or educational experiences.

2. If you write a letter to a man in his 50s that is marketed to a woman who just had her first baby and is looking for affordable renting options, then you're doing it wrong.

3. Most importantly, it is critical that you focus on each person who is going to receive this letter instead of focusing upon yourself. Most tenants are not going to care about how many awards you have won or how many properties you service daily or how much money you have made. They want to know one thing: how much money can you save them? If you can save them money and provide them with a better rental property, then you have the foundations for success. Writing a property management marketing letter can take a little time out of your day, but the rewards are fast and immediate. Use these tips to write your next marketing letter and you will see just how much a difference a personal approach can make.

Posted on Nov 24, 2014


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