Consumers see on average between 6,000-10,000 adverts a day! Many of these adverts are ignored by people without them even realising. The brain decides automatically to ignore these adverts unless it knows, likes or trusts a brand or person. When targeting your landlords, one of the cheapest ways is email marketing. It helps a consumer to get to know you, and distribution if free, but expect click through rates to be low for that reason, since you will be competing with lots of other companies also doing email marketing. How many times have you opened a busy mailbox to go through what interests you and ignore the rest?
Whilst the average click through rate is around 2.5% from an email campaign, we do also believe in the power of an unopened email and you should see this as a long-term strategy for your landlords to get to know you. Another option is social media to find new landlords or retarget existing ones who went with another agent, with another message, all the while working them down your marketing and sales funnel. This is far more cost effective and trackable than traditional marketing such as leaflets and letters, and also very smart and convenient with our powerful Lifecycle integration with Facebook. However, how can you cut through the noise with an instant direct message to your landlord, without it being drowned out and perhaps not even noticed?
Using SMS marketing is an effective way to send powerful, one-off messages to a landlord which will allow them to connect with you from a distance. Here are a few scenarios on how this could be used.
· When a new legislation update is released, create a blog about it and a link to that blog, create a short SMS message with that link and send it to you landlord audience. A simple message such as ‘Canterbury Landlords will be fined up to £5,000 from the 1st June 2021 with new legislation released from the government today. Find out how this might affect you here’ (link to blog).
· On the day that legalisation update comes into effect, a similar message could be sent ‘Canterbury Landlords. New legislation coming into effect today with a fine of up to £5,000 for non-compliance. Find out how this could affect you now’ (link to blog).
· Create a blog with a roundup of the best buy to let deals in your area, whether this is done by video or written. This could include other agents’ properties too, to help show a landlord that your intentions are to find the best deals possible. Also include on this blog, a form for them to register on other updates from you and also your mortgage brokers information. Once completed, take the blog link, and send them an SMS with a simple message such as ‘If you are a Canterbury landlord looking for your next best buy to let property, we have made it easy with a quick round up of the best 1-bedroom apartments with over a 4% yield. Click here to find out where and which agent to contact’ (link to blog).
Local Market Updates
· Create a property market update blog, and a link to that blog, then simply send your landlords a simple message such as ‘Canterbury rents 2.7% higher for the year!’ Find out more in our recent blog here’(link to blog).
Using SMS marketing with a platform such Lifecycle will allow you to cut through the noise and send a message directly to a landlord. To find out how a Lifesycle customer is able to do this, download ‘The power of SMS marketing from Lifesycle Guide’ which will give you a step by step easy guide in sending content to not only landlords but potential vendors as well.