What's a solid Passive Marketing Strategy for Multifamily?

[Jason Quero]

Ok...so everyone knows that at the end of the day we need to be marketing...networking, attending events, making phone calls, etc. Some actions are Passive marketing versus others actions being more active marketing oriented. What is the best passive marketing strategy dollar for dollar when you want phone calls (inbound) or interest coming to you? Is it still direct mail marketing? I only wonder how to get more inbound calls (passive marketing wise) where you know you have to invest X amount on a monthly basis and over time (3,4,5,6 months later) you'll get a certain amount of calls. And if it is direct mail marketing...is it the yellow letter? the post card? an item of interest (i.e. a pen, a handwritten letter)? Be curious as to what people think or would advise doing.