A Custom-Framed Property Mailer That Opened Doors for Sales
Personalized direct mail to ~3,000 commercial property owners, followed by an estimated 150-200 signed accounts
Marketing Specialist, CoStar Group (LoopNet) | Oct 2023 to Mar 2025 | Partners: sales, data team, creative, vendors | Power BI, Excel
The Challenge
Sales reps were cold-contacting commercial property owners who had no reason to take the call. We needed a way to show owners what LoopNet could do for their specific property and market, and to give sales a natural reason to follow up.
My Idea
Send each owner a package built around their own property: a professionally photographed image of it in a custom frame, with a personalized letter and printed materials using variable data about their market, showing how LoopNet could help them be seen. Then have sales follow up to confirm delivery, which turned a cold call into a warm one.
My Approach
I managed the campaign from planning through results:
Project management: coordinated timelines and approvals across sales, the data team, creative, and outside vendors
Copy: wrote the sample letter and messaging, which my manager and then the VP edited and approved
List building: worked with the data team to build the target list of high-value property owners
Quality control: reviewed the photos and the contacts one by one to verify the owners were real, valid, and a good fit, so the packages went to the right people
Variable data: went back and forth with the data team through multiple rounds of testing to make sure the personalized market data pulled correctly into each piece
Vendors: coordinated the frame, box, and packaging vendors, including fulfillment
Measurement: built a results dashboard with the data team and followed up with sales to track outcomes
Results
~3,000 packages sent in October 2024
An estimated 150-200 recipients purchased LoopNet subscriptions after the campaign (roughly 5-7%), based on the results dashboard I built with the data team and follow-up with sales
Sales reported that the package helped them get a foot in the door, and they referenced it on calls
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