A new ruling from the South African government on global taxation was the catalyst for a wave of interest of concerned people looking for answers.
This campaign single handedly delivered the biggest response to any campaign the company had seen, generating over 250 interested registrations and reaching full seated capacity at the seminar event of 175. All it took was a simple lead generation strategy.
challenge
Asking Property had spent an awful lot of money on different advertising methods to generate leads for property investment leads. Nothing had been working for them and so they had reverted back to ploughing through LinkedIn and trying to leverage their existing clients and databases. Creating quality leads at a good CPA was essential to the growth of the business.
- Targeting qualified prospects:
Asking Property wanted to target people who were first time buyers, but more specifically people who were looking to buy property as an investment. Pre-qualification was a crucial requirement to avoid time wasters and progressing with people who weren’t looking to invest.
- Providing value before the conversation took place:
Many people think that property investment is not for them, so educating them on how accessible and the different options for property investment was essential to garnering interest from those who are looking to make the leap into property investment.
- Booking a time to talk it over:
Asking Property had no way of delivering any value offering or message other than direct contact. Their audience either didn’t want to speak to them yet or hadn’t learned enough to get on a call. Providing a low barrier of entry that lead to a call was needed to ensure that prospects knew what they would be discussing on the phone.
solution
Adviser Leads started with buyer personas. We identified who we were trying to reach and understand their goals that allowed us to know what first time property investors want to see.
We created a landing page, as well as an ultimate guide to property investment in the U.K. that gave absolutely all the info needed for someone looking to start a property portfolio. Combined with a lookalike audience from their existing client database, Adviser Leads was able to quickly and effectively target the exact prospects Asking Property was after.
Once prospects had signed up to download the guide, an automation went out to the Asking Property team notifying them. They were then able to call and speak about the guide, as well as their property investment objectives, allowing them to have a discovery, and most importantly, low pressure call that allowed them to help build up a picture of what they can help them with.
results
The results of the campaign were frankly astounding and continue to be today. 92% of leads coming in are qualified with an 80% success rate in booking meetings. All other lead generation efforts have stopped and the Asking Property team now spend their days having phone calls with qualified prospects, rather than cold calling.
The investment in the campaign has been a resounding success with lead acquisition costs at the lowest rate that Asking Property has even experienced.
By the numbers, the effort:
- Over 30,000 people reached
- 65 qualified leads in under 2 months
- Average lead cost of £13.04
how can we help you?
Contact us at the Consulting WP office nearest to you or submit a business inquiry online.
We were able to switch from time consuming cold calling to having quality conversations with our target audience. Highly recommened!
