In order to get your foot in the door with apartment managers you need some type of “hook”. Some drop off business cards and others drop off flyers. I was always fond of sales letters.
The vast majority of times I would simply mail my sales letter to all the apartment managers within a certain geographic area. I normally included a sales flyer of some kind to go with the sales letter (the flyer would just “summarize” the letter then add a “call to action”).
In this post I’ll do a bit of a change-up and combine the two elements into one. While a sales letter can be just about anything you want it to be, it is generally just a letter constructed to generate interest in your service. It’s simple and to the point THEN it asks them to contact you.
In todays’ example I added a postscript (the P.S. you see at the end of many letters). This way it’s only two pages (and not the three I normally use). So what this boils down to is a classic two page sales letter that hopes to “speak the language” of those you send it to.
When sending this letter out I would include your business card in the envelope when mailing it. Just drop one into each letter when you stuff the envelope. Keep in mind that you’ll want to send a whole bunch of these sales letters out.
Sending one or two isn’t going to cut it generally. Sure you might get lucky and get a call right off the bat, but odds are that such a small sample size won’t get much of a response.
If you were going to use this letter I would recommend you send this out to every single complex within your service area. If that was ten places, then hit them all. Odds are there are many more than that once you dig in and start searching for all the apartment complexes near you.
When sending them out, it’s a good practice to address them to the “Office Manager” (on the envelope itself). I can’t really offer any proof as to why I feel that’s a good idea, other than that’s your intended market and that’s what I used to do. At the end of the day the office manager is the one who makes the decision to hire cleaning companies.
As I usually recommend, hand addressing the envelopes is my favorite approach. While many people think mailing labels are the way to go, when you do that you “show your hand” in a sense. This signifies your letter is a solicitation and may result in your letter getting closer to the trashcan than to the office manager.
Now let’s turn our attention to the sales letter and flyer combo below. I do my best to grab the reader with a headline that spurs their interest (REMEMBER: Apartment Managers will be the intended audience). I then go on about what actually motivates tenants when choosing a place to live.
I did that by finding a study online about apartment complexes, specifically how people choose one over another. This report made mention that the appearance of the common areas meant a lot to potential tenants. This same study also mentions the interior of the unit needing to be clean and well kept (it’s all about CLEAN!).
It turns out that those two factors combined to make the 48% I reference in the sales letter you find below. This angle gave me a unique hook to work with as it turns out that “how clean” an apartment community is can be tied directly to their vacancy rate. Anyway…lets take a peek at todays sales letter.
♦ Sales Letter and Flyer Combo for Apartment Complexes ♦
Below is PAGE TWO of apartment complex sales letter
I’ve made the sales letter above available in two different formats for your convenience. The first download is a standard PDF document. This is only editable if you have Adobe Acrobat. As usual the second download option is in OpenOffice format (a wonderful and free program that’s worth getting). Anyway, here you go…
Sales Letter & Flyer For Apartment Complexes – PDF VERSION
Click Here To Go To Download Page (LOOK FOR FILE #7A)
Sales Letter & Flyer For Apartment Complexes – OpenOffice VERSION
Click Here To Go To Download Page (LOOK FOR FILE #7B)
Before I wrap this up I would like to make mention that I offer no guarantee that this sales letter will work. I’ve not tested it myself in anyway whatsoever. However I do know that it has many of the elements needed to make it successful.
Needless to say you’ll need to make it work for your given situation by tweaking it as needed to make it fit your goals and objectives. I look forward to hearing your thoughts and comments! Just add one below to get started!
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