Property Management Marketing for Owner Acquisition

What is researched. Two campaign concepts are researched for this vertical: an owner-targeted property-management postcard/direct-mail campaign, and a Facebook campaign for property-owner leads.

Who the research names. The buyer this vertical's research names is regional property managers with meaningful unit counts, lease-up needs, owner-acquisition teams, resident communication systems, and fair-housing governance.

One team. MBI is one company that plans, produces, and delivers, from a single team in DeLand, Florida; data, print, and delivery have been in-house since 1989.

direct mail marketing services →targeted direct mail →

Where the mail goes. Provider guidance describes mail to high-rental neighborhoods and personalized postcards used to reach property owners for management services.

The print format. Personalized direct-mail postcards.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

USPS Domestic Mail Manual 201.1.2.1 sets commercial card-price dimensional standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, excepting that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

direct mail mailing lists →personalized direct mail →postcard mailing services →

Who the guide directs it to. The cited property-management advertising guide includes Facebook campaigns directed to property owners; the same note records that this does not establish renter-leasing outreach as an owner-acquisition campaign.

Meta's advertising standards state that ads must not discriminate or encourage discrimination against people based on personal attributes such as race, ethnicity, color, national origin, religion, age, sex, sexual orientation, gender identity, family status, disability, medical or genetic condition, and that any United States advertiser or advertiser targeting the United States, Canada or certain parts of Europe that is running financial products and services, housing or employment ads, must self identify as a Special Ad Category, as it becomes available, and run such ads with approved targeting options.

Meta, Advertising Standards

Meta's Business Help Center states that Special Ad Category campaigns for housing ads have limited or unavailable audience options for advertisers based in or reaching the US: they can target a country, region, state or city but not a ZIP code, and cannot exclude locations; a city, address or pin-drop audience includes a 15-mile radius; audiences must include all genders and are generally fixed to ages 18 through 65+; some demographic, behavior and interest options, and every detailed-targeting exclusion, are unavailable; and Advantage+ lookalike is unavailable.

Meta, Business Help Center: About audiences for housing, employment or financial products and services campaigns

digital advertising services →direct mail and digital marketing →

The campaigns the research names. The expansion research names four campaigns to run; among them are community-specific lease-up programs combining availability, virtual tours, and appointment booking, owner-acquisition campaigns that demonstrate property-management process and local expertise, and resident renewal and referral programs with community content and service updates. The list is a set of recommendations, not a priority order.

In house. Printing at MBI is commercial and variable-data printing produced in house.

printing services →direct mail cost →

The Fair Housing Act provides that it is unlawful to make, print, or publish, or cause to be made, printed, or published any notice, statement, or advertisement, with respect to the sale or rental of a dwelling that indicates any preference, limitation, or discrimination based on race, color, religion, sex, handicap, familial status, or national origin, or an intention to make any such preference, limitation, or discrimination — seven characteristics in all.

Fair Housing Act, 42 U.S.C. §3604(c)

HUD's Fair Housing Act regulations, 24 CFR 100.75(c), name three advertising practices among the discriminatory notices, statements and advertisements they prohibit: using words, phrases, photographs, illustrations, symbols or forms which convey that dwellings are available or not available to a particular group of persons because of race, color, religion, sex, handicap, familial status, or national origin; selecting media or locations for advertising the sale or rental of dwellings which deny particular segments of the housing market information about housing opportunities on those same bases; and refusing to publish advertising for the sale or rental of dwellings, or requiring different charges or terms for such advertising, on those same bases.

HUD Fair Housing Act regulations, 24 CFR 100.75(c)

What the campaign is planned inside. The brief's compliance line binds the page: housing campaigns must comply with Fair Housing rules and Meta's housing Special Ad Category; use equal-housing language/logo as appropriate; avoid discriminatory creative, targeting, or preference language.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →financial services marketing agency →