The use of direct marketing is becoming increasingly important in the marketing strategies of today's companies. One reason for this is the technological advancement in information technology and the resulting opportunities for targeted individual customer engagement. There are also reasons for FM companies to strategically employ direct marketing. The ongoing market consolidation and intense competitive pressure in the FM market require a stronger focus on acquiring new customers and, in particular, on customer retention. Recent surveys have shown that customers are complaining about a lack of communication and information. The use of direct marketing would be an effective means to meet these demands. This work will first examine the specifics of marketing FM services.