Associa + PFL
Sold! Converting Stalled Deals to Big Wins with Direct Mail
A Problem That Hit Home
What Associa Needed
As a global leader in homeowner’s association (HOA) management, Associa is an essential partner to community managers and real estate professionals nationwide. The company helps property managers by giving them the software and services they need to make smart decisions for running, maintaining, and engaging their communities.
Associa’s marketing and sales team takes an account-based marketing (ABM) approach to demand generation, ensuring that their prospects are a good fit for their service and using thoughtfully targeted communications.
The company’s ABM strategies were driving plenty of pipeline, but the deals were stalling before the close. As the COVID-19 pandemic affected the real estate market, those stalled deals slowed to a halt.
Associa needed an effective way to recapture the attention of property managers while also motivating them to take action.
Real Estate, Technology
• Deals stalling late in the pipeline
• Economic disruption due to pandemic
• Convert late-funnel opportunities to sales
The Right Partner
Why Associa Chose PFL
Associa turned to PFL to arm their sales reps with a channel that breaks through the clutter: direct mail. Known for its valuable thought leadership, the company created remarkable brand experiences for HOA property managers using guidebooks and Associa swag. The packages ranged from kits with lemonade or popcorn to guidebooks with a customized letter.
Using Salesforce rules, Associa triggered alerts to sales reps at the best time to send direct mail through PFL. For example, reps received an alert to send a package to prospects who were just sent a proposal, or to contacts at accounts that hadn’t accepted the sales proposal within 90 days.
Reps then personalize their notes to the prospects and send them directly from Salesforce. Within 15 minutes of package delivery, the rep receives a notification to follow up with a phone call.
Sean West, CMCA
SVP of Sales for Associa
“The PFL/swag integration with our CRM platform, Salesforce, makes it easy for our sales teams. Activity-based rules alert our sales professionals at the best time to send a prospect a personalized item. They can customize the note and send the package with the click of a mouse, saving them time and helping them close the deal.”
A Successful Housewarming
How PFL Accelerated Associa’s Pipeline
The thoughtful package, personalized note, and timely follow-up all come together to create a red-carpet experience for the HOA property managers. This VIP treatment leaves prospects thinking, “That company went above and beyond, and that’s the kind of team I want to work with.”
This approach has earned Associa a 55% lift in closed deals when tactile marketing is part of the sales process (65% opportunity closure ratio with direct mail versus 42% without).
Not only is Associa closing more deals, but they are driving higher revenue. Won accounts with tactile marketing influence generate, on average, 30% higher revenue than those without.
Key Inspiration Takeaway
Direct mail doesn’t just help unclog a stuck pipeline and convert stalled steals; it also proves time and again that it increases the value of that pipeline.