Marketing to Multifamily Owners - Anyone with Experience?
I've spent 15 years in CRE. I've recently taken on a new role in managing a residential brokerage. I can devote about 5-10 hours a week on CRE transactions. I plan on building a multifamily database for my area and will start cold calling 10+ unit owners. 

My thought is to market to these owners (after I've made a connection) monthly through HTML email marketing and maybe a quarterly mailer. 

Does anyone have any experience with this they'd like to share?
[{"id": "gzf33s9", "text": "I've been doing this for 20 yrs and have found it has gotten much more crowded and competitive. Today information is everywhere- phone numbers, email, direct mail, etc. Therefore many more people are doing it and it gets watered down. \n\nFind a way to differentiate yourself and your marketing which is not easy to do.", "replies": [{"id": "gzf6tuh", "text": "Agreed, I don't have any interest in buying lists. My plan is a direct connect and get permission to send a monthly (or every other month) email on multifamily info. Generally stay in contact with them after that.", "replies": [{"id": "gzf8jj0", "text": "Sure. It's not a question of buying lists. It's about the fact that lots of agents and principals send all sorts of stuff out all the time. If you think that's not happening in your market, I would doubt it. If it truly isn't then you should be able to make inroads easier. \n\nSending a benign email with nothing of value but to say \"it's me again\" won't help. Owners want to see something helpful/of value. In order to provide that, you really need to stay on top of the market and know about the components- rents, transactions, development, etc.", "replies": [], "depth": 3}], "depth": 2}, {"id": "gzg53sm", "text": "Real estate is like that but quality works truly defines the person.", "replies": [], "depth": 2}], "depth": 1}, {"id": "gzf3cfa", "text": "You haven't given us enough information to help so can you expand on your question? Do you want to prospect for MF sellers or market properties for them to buy? And can you give us an idea what market/country/region you are in, and market population, etc?", "replies": [{"id": "gzf6m16", "text": "I'm prospecting for multifamily sellers. Obviously I'd be asking questions about their buying habits as well.\n\nMy market contains about 300, 10+ unit, properties. The dominant multifamily brokers don't prospect in my area. These deals are primarily being done by one-off residential agents. \n\n\nPopulation is around 580,00 people in a suburb of Salt Lake City. Not SLC metro.", "replies": [{"id": "gzf9l1z", "text": "Ok then, I would establish myself as the agent with the pocket buyers. Build a list of smaller unit \"move up\" buyers who might jump from a 4 plex to 12 units. Or find the guys with 12 SF who might be ready to do 20 doors. I think you just need to play in both ends of the vertical and show them you can make a market for them. You might want to spend a little money and invest in direct mail lists - they are fairly easy to acquire and you can sort by something as simple as owners of x+ residential dwelling units to find your landlords. It sounds like you've identified a nice opportunity niche. Good luck!", "replies": [{"id": "gzft1l3", "text": "Great feedback, thank you.", "replies": [{"id": "gzg1ywx", "text": "Set an upper unit # cap. I like to know that the broker really specializes in my building size. There\u2019s a guy who does 5-30 units only. But he knows a lot about those challenges", "replies": [{"id": "gzg4vo5", "text": "I've never considered that, really good insight. Thank you!", "replies": [], "depth": 6}], "depth": 5}], "depth": 4}], "depth": 3}], "depth": 2}], "depth": 1}, {"id": "gzf60pe", "text": "I receive tons of really worthless  marketing.  There's ONE broker who sends valuable info.  Every time a property similar to mine sells, they add it to a list they maintain with the key data from the sale.  Then 3-4 times a year they send that list with some comments if they've observed anything interesting about how things are trending in my area.\n\nI find that info very interesting and I've learned to recognize his envelopes and actually open them.  The rest go straight in the recycling.  His letters create the impression that he's really on top of what's happening in my market.  I know any broker has access to the same info but this is the only one taking the time to aggregate it, comment on it, and send it to me.\n\nSo fwiw, there's a tidbit of feedback from my end!", "replies": [{"id": "gzf7r7l", "text": "Exactly what I'm looking for! Thanks for taking the time to respond!", "replies": [], "depth": 2}, {"id": "gzg51bc", "text": "Interesting", "replies": [], "depth": 2}, {"id": "gzh2y4w", "text": "What are examples of key data he provides that catches your attention?", "replies": [], "depth": 2}, {"id": "gzppizv", "text": "I have a broker in my market that does a monthly aggregation of notable multifamily sales, I flag his emails and always read them, his information is great and as such, I have a much higher opinion of him, and look forward to transacting with him.", "replies": [{"id": "gzs7ayw", "text": "I've been thinking of doing just that. Lot of work but sounds like it could be worth it.", "replies": [{"id": "gzs7kwu", "text": "I don't think it's that much work, it's just parsing the CoStar data, plus your own if you want to add anything and then populating the template every month.", "replies": [{"id": "gzs7zln", "text": "That's true. I have a pretty good marketing department that can create my templates.", "replies": [], "depth": 5}], "depth": 4}], "depth": 3}], "depth": 2}], "depth": 1}, {"id": "gzfakf8", "text": "I receive over 20-25 emails from brokers/agents marketing their sites to me per week.  I ignore mostly all of them.  Once in a while I may read a building or area that peaks my interest, but overall these emails go directly into trash.\n\nWant to know who the real buyers are?  Befriend the VIP of lending for all local banks.  They know many local buyers.", "replies": [{"id": "gzft6gz", "text": "Great tip! I really don't want to spend marketing efforts on generic email. Thanks for the response.", "replies": [], "depth": 2}], "depth": 1}, {"id": "gzq7z9c", "text": "I\u2019m a loan officer for HUD multi family. I talk to people in dev and brokers all day long. You would be surprised how much can come from cold calls and persistency.", "replies": [{"id": "gzs75wl", "text": "My lead generation will be around phone calls and cold calls. My marketing efforts needs some work!", "replies": [], "depth": 2}], "depth": 1}]