Why Print Remains Essential in Apartment Marketing
Apartment leasing teams live or die by occupancy. When a unit sits vacant, the property loses revenue that cannot be recovered. Digital advertising is table stakes for multifamily marketing. But the communities that consistently run at 95%+ occupancy rarely rely on digital alone. They use print strategically to reach prospects where digital cannot find them: in their current neighborhood, in their mailbox, in their hands at the moment of a move decision.
EDDM Campaigns for New Lease-Up Properties
For communities opening their first lease-up or repositioning after renovation, EDDM (Every Door Direct Mail) provides the fastest path to awareness in the surrounding market. By targeting carrier routes within a 2-5 mile radius of the property, you can guarantee that every renter-aged household in your target area receives your message - no list purchase required.
The most effective lease-up EDDM campaigns target postal routes with high concentrations of renters. A well-executed campaign reaching 8,000-15,000 households in the surrounding area can generate 100-250 inquiry calls or website visits within the first two weeks of delivery.
EDDM postcard content for apartment communities:
- Front: Property name, most compelling amenity image (pool, gym, kitchen), opening price point, and "Now Leasing" or "Move-in Ready" message
- Back: Floor plan overview, top 5 amenity highlights, proximity to major employers or landmarks, call-to-action with touring link or phone number
Renewal and Referral Postcards for Existing Residents
Retaining a resident costs significantly less than finding a new one - estimates range from 20-50% of the cost of a vacancy plus turnover plus new lease-up. Proactive renewal campaigns sent 90 days before lease expiration, with a compelling incentive (rent lock, free month, or community upgrade), consistently outperform renewal conversations that happen only at the leasing office.
Resident referral programs that offer rent credits are among the highest-ROI leasing tools available. A postcard mailed to every current resident offering a $500 rent credit for each qualified referral that signs a lease typically pays for itself within the first two conversions.
Move-In Welcome Packets and Collateral
The first impression a new resident has of their home is shaped partly by the quality of the materials they receive at move-in. A branded welcome packet with a premium brochure covering community rules, amenity hours, local restaurant recommendations, and an emergency contact card creates an immediate sense of belonging and professional management.
Standard move-in packet components:
- Welcome brochure (tri-fold, 4-color) - property overview, team introductions, amenity guide
- Community rules and policies booklet
- Local area guide - curated restaurants, services, and landmarks within 1 mile
- Referral card - detachable card the resident can give to friends with the referral offer pre-printed
- Emergency and maintenance contact card - ideal as a refrigerator magnet or wallet-size card
Leasing Office Sales Collateral
Every leasing tour should leave the prospect with something physical - a floor plan sheet, a property brochure, or a pricing one-pager. Research on B2C sales consistently shows that people who receive a physical leave-behind are more likely to remember the property and take a conversion action within 48 hours of their tour.
A well-designed floor plan sell sheet includes: unit dimensions, a clear graphic of the floor plan, rent range by unit type, included amenities, and a QR code linking to a 3D virtual tour or photo gallery.
Print Specifications for Multifamily Marketing
- EDDM postcards: Must be larger than 6.125" on at least one dimension (6x9, 6x11, 8x10 are common). Aqueous coating for mailing compatibility.
- Leasing brochures: 8.5x11 tri-fold on 100lb gloss or 80lb text stock. Gloss UV coating for vivid photography.
- Floor plan sell sheets: 8.5x11 flat on 100lb cover stock, single or double-sided.
- Referral cards: Business card size (3.5x2") on 16pt cardstock, gloss UV.
Super Cheap Cards works with property management companies of all sizes. We offer volume pricing on multi-property orders, fast 2-day turnaround, and free prepress review. Call (512) 573-1977 to discuss your community marketing calendar and get a volume quote.