SUMMARY
The Rent Roll Performance Check Campaign is :Different’s biggest campaign to date. Its aim is to generate a total of 140 leads (real estate agencies) in 3 months, resulting in 10,000 new properties under management for :Different’s property management service by the end of 2023 . By offering a free rent roll performance check to those who sign-up, :Different would conduct interviews, analysis and reporting on the areas of the business that could improve the performance of a rent roll, and in turn position us as a trustworthy voice and solution in the industry.
After 3 months, our campaign had reached Instagram, Facebook, LinkedIn, REB (Real Estate Business), AREC (Australia’s biggest real estate conference) and our local community. We had onboarded 2 big Australian real estate agencies amongst other smaller agencies, and were on our way to setting up a podcast with well-known names in Australian real estate as clients-turned-advocates for :Different for Agencies.
Working closely with 4 members of the marketing team, my responsibilities were to generate concepts, pitch to internal stakeholders, design the visual language and assets for our campaign and clients, and to report on the success of each visual channel.
CAMPAIGN STRATEGY AND PLANNING
Our team had 5 days to ideate, mockup, and pitch three different advertising concepts to the Growth and Sales team for the campaign. From the three ideas, the concept of Golf was chosen for its appeal to the people in real estate. The theme of golf was also A/B tested against our usual branding to decide which concept to push to market on different platforms as ads. Social posts were kept in our :Different branding to further solidify our brand as a trustworthy voice in the real estate/proptech space. The customer journey touchpoints were also mapped to keep track of each flow, and the inbound leads were tracked in Google Sheets.
Outlined in yellow in the 'Customer Journey Touchpoints' image below are the channels that required design, and can be simplified to 4 main categories: Social Media, PR, Web and Supporting Assets.
SOCIAL MEDIA
The campaign was promoted through Instagram, Facebook and LinkedIn through paid ads, designed posts, organic posts, LinkedIn Thought Leadership posts and conversations. The ads were chosen to be in the theme of Golf and were pushed out on all platforms due to their higher lead generation within the first week of launch. Social posts coming from our brand pages and leaders were kept in our branding for better brand recognisability. These were designed in Figma, Illustrator and After Effects. Social Media efforts brought in 19 leads.
PR MARKETING
We worked with REB (Real Estate Business) and AREC during our campaign. With REB, we were able to have two of our leaders Mina Radhakrishnan and Tony Blamey be guests on their podcasts 'PropTech Pulse' and 'REB Business Empowerment'. Both podcasts received a total of 73k hits, which we also repurposed into short audiograms and reels. We also had two native insertion articles and 2 EDMs posted by REB to their audience. With AREC, we had designed a flyer for a chairdrop on Day 2 of the event. With AREC being known to be a heavily social event with lots of alcohol and events involved, our team designed our flyer to hold a Hydralyte sachet and have copy reflected on the idea of 'energising' yourself and your rent roll. PR Marketing brought in 13 leads.
WEB & SUPPORTING DOCUMENTS
Most of our marketing touchpoints filtered leads through a landing page where interested agency principals are provided a short explainer of the steps involved in getting a Rent Roll Performance Check, a sample pdf of a report, and the Hubspot form itself to register their interest and join the waiting list.
Other supporting assets to generate leads were through CTAs on our Blog and a Case Study document for Sales to use. The Case Study was based on one of our earliest clients and showcased the impressive stats in the improvement of their rent roll and how we can do the same for future clients with :Different.
