Question
Topic: Advertising/PR
Marketing A Service-oriented Business (property Management)
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We are trying to do something different. Our concept is to use technology tools (a web site, online rent payment, online marketing of vacancies, online maintenace requests) to gain a competitive advantage. Therefore, we've named the company "IFrentals.com, A Property Managment Company" (our community, Idaho Falls, is locally referred to as "I.F."). Our marketing materials use the slogan "Innovative Local Property Management for the Idaho Falls Area" and ennumerate 11 specific benefits of using our services (Online marketing = filling vacancies faster, etc.).
Our target market is owners of small properties (duplexes, tri-plexes, 4-plexes, small complexes and single family homes). We have compiled a target list of 630 owners.
I'm sorry for the lengthy background but I think it might be helpful before I pose my question:
What is the best method of communicating with these owners given that we are marketing a service on a limited budget (less than $1000 a month)?
We can't get into the yellow pages for a year (and, even if we could, is that where we should be?).
I've started using postcards. I'm wondering if letters might be better, more credible to market this kind of business? Are we better with newspaper display (terribly expensive)? Or, maybe try to launch a radio campaign or even a talk-show program (some of the local am stations are fairly affordable)?
Any and all thoughts would be appreciated!
Steve Taggart
IFrentals.com, A Property Management Company
1200 E. 17th Street, Idaho Falls, ID 83404
staggart@ida.net