Multifamily Mailer Help

[Matt McCourry]

Syndicators and other Big Dogs in Real Estate,

Im geared up for 2016, got a killer list of Apartment buildings in 10 different MSA's all along southeast and ready for a direct mail rollout in January; however I'm a little hung up on what should be in the content of my marketing piece?  Envelop color?  Cute stamp or professional?  Corporate letterhead on fancy paper or standard yellow letter and chicken scratch?

I have done my fair share of direct mailers and they work!  However I have never done one for multifamily (the asset class I jumped to this year), many of these mailers will be going to law offices, and very wealthy owners and I am hesitant to send them a pink envelop with a cute stamp and a chicken scratch yellow letter inside....

Does anyone have experience in marketing to larger multifamily owners?  Anyone willing to share some secrets?

Thanks and Happy New Year!

[Brian Adams]

@Matt McCourry, I am not sure where you got your list from, but before I mail anything I spend a lot of time "scrubbing" the list. As @Brian Burke mentioned, some people on the mailing list won't be a good target and you don't want to waste your money (postage, time, letters, etc).

I spend a lot of time researching and identifying a certain type of owner as my message or copy in my letter needs to connect with them. The 200+ unit deal I bought from this type of owner I bought for $6 million and on day of purchase it appraised for $7.4 million. After 15 months of ownership and working my plan and magic, I refi'd the asset at over $10 million.

There is no easy button with finding awesome deals. Direct mail is a funnel for me just like broker relationships, other investors, etc. 

And like @John Cohen stated, follow-up is so important to build relationships.