After 12 months of trial and testing several marketing tactics to generate landlord leads, I have finalised a strategy that generates leads, along with a process to nurture each and every one of them- both through the sales teams and automation.

The secret to a successful marketing campaign is the full circle marketing strategy. Once you have generated the leads, you need to know their exact journey.



I begin the process with Facebook Lead Generation ads.

Firstly, you need to identify the landlords. Think about your target market, how old are they? Where do they live? What are their interests?

For my ads, I have targeted the following demographics, however, it is important to note that this will differ depending on your location.

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  All genders (I would say 60% of my leads are female)
  
  

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  Age 45+ (younger in bigger cities)
  
  

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  Town +10km (To include rural villages)
  
  

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  Interests: Property Investing, Buy To Let, Real Estate Investing
  
  

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  Job Title: Landlord
  
  

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  Employers: Landlord
  
  

Facebook ads are fairly simple for anybody tech-savvy to set up, and do not require any external agencies unless you wish to do so. My priority is to increase your ROI, so keeping the costs down is important. If you do wish to get this set up externally, I would recommend using an Estate Agent specific marketing specialist.

Once you have decided on your audience, you can start thinking about your budget.

Cost per lead differs depending on your area, and how many landlords there are. I find that in a large town such as Telford, my ads work out around half of what they do in small market towns.

For my ads, I put a budget of £3 per ad per day. This can be amended, paused, increased whenever. Generally, this reaches around 300 people per day and generates 1-2 leads.

Next, you need to think about your ad creative. If you’re targeting the right people; landlords and investors, what do you need to say to make them enter their details?

I have a screenshot below of what works for us.

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  A general photo of typical property investment in the area
  
  

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  Addressing them as something they identify as, eg. Property Investors
  
  

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  Offering something they wouldn’t want to miss out on
  
  

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  Join a ‘club’ of other investors in the area
  
  

You can then create a form on Facebook.

The key to a successful form is to make it as simple as possible. You need to let them know what they are signing up for, how you will use their information, and then request as little information as possible to get a higher completion rate. I can imagine solely requesting their email address will be much more successful than requesting their home address, annual salary & what they are having for dinner. Keep your requests short, but make sure you have all the information you need to nurture them efficiently. 



My form requires:

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  Full Name
  
  

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  Email Address
  
  

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  Phone Number
  
  

This leaves room for conversation in the prospecting call.

Once the leads are generated, the nurturing process begins.

To automate the process, I use Zapier to ‘zap’ the leads into two different platforms, instantly.

The first zap is to connect the leads form to Teams.

Every time a new lead comes in, it is sent to the Teams Group chat, including which office it is for. The sales team then calls the lead to introduce themselves, remind them what they have signed up for, and ask if they can help further at this time.

We have found it really useful for the sales teams to reply in the group chat, letting everybody know the outcome of their phone call. This not only keeps track of who is calling but also gives an idea of the quality of the leads you are generating.

The second zap integrates the lead forms with Mailchimp.

We use Mailchimp for all of our email marketing campaigns and have been working on growing our investor’s list. We send 2-3 emails every week to our investors, letting them know of any investment opportunities coming up, any legislation changes, webinars, or anything else we think they would like to know.

We have an automated ‘welcome’ email set up from our Lettings Director, Dawn Clarke, so when the landlord enters their details on Facebook, they will receive this email straight away, and then start receiving updates as and when we sent them.

Using Mailchimp, you can track which links subscribers have clicked on, their open rates, and contact them directly, so you are always on track of who your active investors are.

And that’s it!

I wish you luck generating new landlord leads.

For any further info

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