Are Property Management Fees Busting Your Budget?

ICONIC Property Management
Categories:
Description

Straightforward and clean. This headline digs right in to the pain point many property owners likely share. The overall design doesn't seem to pair perfectly with the service.

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Copywriting

Your headline is what hooks the postcard reader, much like a blog post title or an email subject line. If it's not good, your postcard will convert by orders of magnitude less. This postcard's headline of, "Are Property Management Fees Busting Your Budget?" agitates a pain point that many property owners likely have, and makes it much more likely that these recipients will convert into paying customers.

Design

It's trying to be sexy? Is that the brand – the sexy property management company? The design elements are kind of militaristic too. This looks like the postcard the Galactic Empire would send out if they were leasing property on the Deathstar. Black and red are always powerful colors but it seems a little heavy-handed here, design-wise.

The beach imagery isn't great because it is not converting a clear point to bolster their claim. Maybe an image of someone loosing money instead would fit better. Also, rheir logo might be a little too big on the right side, but at least it's understated.

Design is above-average for the real estate market but not as good as most tech companies. Thus the 'B' rating.

Offer

N/A

Key Takeaways

• Design is about more than just looking cool and sexy. I've never heard anyone say, "You know, I'd really hire a property management company, but I just can't find one that's powerful and sexy enough!".

• Get to know your customers(ie interview them) so that you can write effective headlines like this one.

• The idea behind a postcard is to capture attention and drive action. If the campaign doesn't have a distinct offer, strong call to action, or any urgency then the conversion rate will not be where you want it.

Description

There is a better hook here. It would help if they added "We are a property management company" before the "No hidden fees...". There is also a negative undertone because they are assuming your current company has hidden fees and charges.

The "We Can Help Manage" section makes sense, but the call to action and offer are a bit weak. The call to action could include a special number so the they could track business back to the campaign. Same deal with the website. You can make a brand new domain just for the campaign to track conversations. and add the link to the postcard.

If they wanted to take this promotion to the next level, they should have find what a high property fee is in the recipient's neighborhood. Then say, "Are you paying more than $(high fee) for your property? At (their address) we can save you $X amount.". That way they are tailoring the pain to the specific person which would likely increase the conversion rate.

Copywriting

Simple and straightforward which is nice, but there is still room to improve on the hook and offer.

Design

It's trying to be sexy? Is that the brand – the sexy property management company? The design elements are kind of militaristic too. This looks like the postcard the Galactic Empire would send out if they were leasing property on the Deathstar. Black and red are always powerful colors but it seems a little heavy-handed here, design-wise.

The beach imagery isn't great because it is not converting a clear point to bolster their claim. Maybe an image of someone loosing money instead would fit better. Also, rheir logo might be a little too big on the right side, but at least it's understated.

Design is above-average for the real estate market but not as good as most tech companies. Thus the 'B' rating.

Offer

They need to make the offer clearer and enlarge the call to action. They could have added how much you can save in large font. Why now? There is no urgency in this postcard. A postcard is a physical item driving recipients to take a digital step or pick up the phone. That is very hard to do if there is no urgency.

Key Takeaways

• Design is about more than just looking cool and sexy. I've never heard anyone say, "You know, I'd really hire a property management company, but I just can't find one that's powerful and sexy enough!".

• Get to know your customers(ie interview them) so that you can write effective headlines like this one.

• The idea behind a postcard is to capture attention and drive action. If the campaign doesn't have a distinct offer, strong call to action, or any urgency then the conversion rate will not be where you want it.

Copywriting:
A
Design:
C
Offer:
N/A
Final Grade:
B+
Copywriting:
B+
Design:
B
Offer:
B
Final Grade:
B+
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