How To Attract Leads With Landlord Campaigns
Depending on the type of campaign you choose, below is an example of the steps we take to attract more landlords to your business and build your pipeline of prospects.
1. Aware
Like seeing someone at a bar...
The first point of any marketing or sales relationship is to build awareness - if landlords don't know you exist, they aren't going to buy from you.
The awareness stage is all about driving traffic to a high-quality, content-driven page. One common route we use for driving awareness is Facebook advertising, as it generates consistent results. If you want to take your landlord campaign a step further, another way to drive awareness is through organic social media posts, SEO, public relations, and paid campaigns through Google or Bing.
2. Engage
This is like buying that someone a drink...
Now we want a potential customer to engage with us in some way. Typically, this will be reading a blog post, but it could be a video, infographic, or a dedicated landing page.
So, we push traffic to a content page that is of high-quality, tackling one pain point or goal without talking about your product or service. Yes, we're advising that you PAY to send traffic to a free content piece. Remember, we're not even on a date yet. Let's not jump in with a marriage proposal.
3. Subscribe
This is like swapping numbers...
Having engaged with our content and found it to be valuable, we make a proposition. We suggest the prospect downloads a piece of content which is related to - but of greater value than - the first ‘freely available’ (engagement) piece. We call this ‘the bait’.
This could be a white paper, guide, valuation, calculator – whatever you like. They will access the file by filling in a data capture form requesting the person's name, email, and possibly something else relevant to your offering with an opt-in box to ensure GDPR compliance. This stage is crucial, as it's the first time we ask for any commitment & we see how much the prospect values our content.
4. Convert
This is like going out on a date...
After following the successful entry of the data capture form, we reach out (via an automated email series and a thank you page up-sell) and ask for a service-related conversion.
This might be access to your marketing suite, a free event, or offering a free phone consultation, for example.
Crucially, we link the service to tackling the same goal/pain point as our engagement and subscription pieces.
