Postcards might seem old-school in this digital age, but they’re one of the most effective marketing tools in a property manager’s arsenal. With the right approach, they can capture attention, drive inquiries, and ultimately fill vacancies faster. Here’s how you can use postcards to supercharge your leasing efforts and fill those empty units in no time.
1. Design for Maximum Impact
An eye-catching design is crucial. Use high-quality images that showcase the best features of your property—think lush courtyards, modern kitchens, or spacious living areas. Choose a bold headline that grabs attention, like “Your Dream Apartment Awaits!” or “Luxury Living Just Around the Corner.” Keep the text brief but informative. Highlight key features such as “Pet-Friendly,” “Gym Access,” or “Move-In Specials.”
For the design itself, opt for colors that align with your branding and that pop against a sea of mail. An image of the property on one side and essential details on the other works well. Remember, first impressions count. If your postcard looks cheap, so does your property.
2. Target the Right Audience
A beautifully designed postcard won’t do much if it’s not in the hands of the right people. Identify your target audience and tailor your postcards to them. For example:
- Nearby Renters: Focus on people living in the area who might be looking to upgrade or move closer to work.
- Current Residents: Yes, you read that right. Send postcards to current tenants promoting available units. They may know someone looking for a place or might want to move to a bigger unit in the same property.
- Nearby Businesses and Organizations: Drop off a stack of postcards at local businesses, coffee shops, and gyms where your ideal tenants might frequent.
Use demographic data to refine your mailing list. For example, if you have a building full of studios and one-bedrooms, target singles and young professionals. If it’s more family-oriented, target areas with a high density of families.
3. Offer a Clear Call-to-Action
Each postcard needs a purpose beyond just showcasing the property. A strong call-to-action (CTA) encourages recipients to take the next step. Consider CTAs like:
- “Schedule a Tour Today!” Include a phone number or QR code leading to a scheduling page.
- “Call Now to Learn About Our Move-In Specials!” Create urgency with limited-time offers.
- “Visit Us for a Free Gift!” Incentivize visits with a small perk like a coffee gift card.
Always make it easy for them to reach you. Include multiple contact methods: phone number, website, email, and even a QR code leading directly to an online tour booking page.
4. Highlight Special Offers
Nothing grabs attention like a deal. Promote any move-in specials, discounts, or incentives. Whether it’s “Half-Off First Month’s Rent” or “Waived Application Fees,” put this information front and center on the postcard.
Keep in mind that people are more likely to respond if they feel they’re getting something exclusive or if there’s a time limit. Add a “Limited Time Offer” to create a sense of urgency.
5. Use QR Codes for Easy Access
QR codes are a simple way to bridge the gap between print and digital. Place a QR code on the postcard that links to a virtual tour, your website, or an online application form. This allows potential tenants to take immediate action without having to remember a URL or phone number.
Make sure the QR code is large enough to scan easily and that it links to a mobile-optimized page. This seamless experience can significantly increase the likelihood of converting interest into action.
6. Share Positive Reviews and Testimonials
People trust reviews more than anything you could say about your property. Include a brief testimonial from a happy resident or a snippet of a positive review on your postcard. For example, “I love the community feel and all the amenities. It’s the perfect place to call home!” — Emily, Resident since 2022.
This kind of social proof helps build credibility and makes your property more relatable. It’s like a virtual word-of-mouth recommendation.
7. Use Seasonal Themes
Timing your postcards with seasonal themes can make them more relevant and engaging. For instance:
- Summer: Highlight the pool, outdoor spaces, and nearby parks.
- Fall: Promote cozy interiors and community events like Halloween parties.
- Winter: Mention heating included in rent or proximity to winter activities.
Adding a seasonal flair shows attention to detail and makes your postcard feel fresh and timely.
8. Leverage Local Events
If there’s a big event in your community, tie your postcard campaign to it. Mention proximity to the event or host an open house around that time. For example, if there’s a popular farmers’ market every Saturday, mention that your property is just a short walk away and invite people to stop by for a tour afterward.
This kind of localized marketing makes your property feel like a part of the community, rather than just another rental.
9. Track Your Results
Measure the effectiveness of your postcard campaigns to know what works and what doesn’t. Use unique phone numbers, landing pages, or promo codes to track responses. This data will help you refine future campaigns and make smarter marketing decisions.
Don’t just track the number of inquiries; track the quality too. If you’re getting a lot of calls but no leases, it may be time to tweak your message or targeting.
10. Stay Consistent
A single postcard might not make the phone ring off the hook, but a consistent campaign will. Plan out a series of mailings over several weeks or months. Change up the design, message, or offer, but keep the core branding consistent. This keeps your property top of mind for potential tenants who may not have been looking initially but will remember you when they are ready to move.
Postcards can be a powerful tool when used correctly. They’re tangible, personal, and can make your property stand out in a way digital ads can’t. Use these strategies, and watch those vacancies fill up faster than ever.