In the last issue of the ezine, we talked about an easy method to develop an apartment complex database—a list that, once you have established, will make you money and provide you with an endless source of leads (I dare to say) for most of your "mortgage career".

Now, that you have acquired the addresses, what do you do with them? With all the noise about SPAM emails, the market is ripe to revert back to direct-mail marketing. Apartment complexes represent a huge opportunity. What is great about this type of marketing is that once you have a database of addresses and you implement your mailing campaign, you are constantly marketing to different people. And, once you have developed your marketing pieces, you really NEVER have to change the contents either.

Consider marketing to apartment complexes as a long-term marketing plan because these future homebuyers are in various stages of their lease termination. Some may have just signed a lease, some are six months into it and others are at the end of their lease—and deciding whether or not to renew or purchase a home. You need to appeal to all—during the various stages of the lease agreement. (When they call, determine time left on lease and then put that information in your database.)

Timing is everything! Apartment managers will tell you that the largest amount of turnover occurs during the spring and fall. That means that you only have to mail to your apartment database two times a year—in February and July—to get the full impact of your marketing pieces. (Your mailing reaches them in time for a move in May or September.)

What I have personally found is that a series of three mailers, mailed with 10 days of each other, generates the biggest response.

So, what do you send them? (CLICK HERE to purchase Apartment Mailer Kit for only $201.00.)

The label can be addressed to either "Future Homeowner" or "Homeowner of the Future".

My experience has shown that if you mail to a 500-unit apartment complex, you will received an average of 20 telephone calls from your 1^st mailing; 5-7 calls from your 2^nd effort and 30-40 calls from the 3^rd mailing piece. Yes, it’s the 3^rd mailing that generates the highest response. The mailing series is designed to "buy brain cells"— by positioning you as the 1^st time homebuyer/mortgage expert for that apartment complex.

I recommend that you send your mail "first-class" however, bulk mail can be just as effective (especially for post cards) because the marketing piece is sent to only one zip code.

OK, you are now generating leads—what you need to determine NEXT is how much time the tenants have left on their lease. If they are within six months of the end of the lease, they are your IDEAL candidate. What this client has done has raised their hand and told you (by calling for a free report, attending a seminar or asking for a free copy of their credit report) that they are in market to buy a home and they have come to you first. This gives you the opportunity to:

The ongoing benefits of this type of marketing campaign are:

• You are the mortgage specialist for that apartment complex—and I will bet that you are the only mortgage loan officer mailing to them.
• You control the transaction because you now become the referring source for your preferred group of real estate agents—and because you are getting the leads FIRST and can refer your clients to three, yes 3, agents of your choice.
• You are building your lead pipeline of people who have identified themselves as future clients of yours—and you can continue to market to them on a monthly basis.

Just mark your calendar to mail on February 1^st, 10^th and 20^th and July 1^st, 10^th and 20^th—each and every year you are in the mortgage business.