Independent agent uses innovative ‘feet up’ campaign to win business.

by Steph Rady

An independent letting agency has invited landlords to put their ‘feet up’ and buy a ticket to ‘stress-free property management’ in a bid to drive new business.

Let Leeds targeted prospective landlords with the offer of two free cinema tickets when they booked a valuation with the agency.

The initiative, which generated 40 new enquiries in its first month of operation, has kick-started a flurry of new business for the Leeds-based agency.

To promote the offer, Let Leeds instructed The ValPal Network to create a mix of internal and external campaigns, using targeted Facebook adverts and Google AdWords.

Interested parties were then invited to request a free instant online valuation through ValPal in order to claim their free cinema tickets.

“As part of this campaign, we saw a huge increase in new enquiries in just the first weeks of launch and an upsurge of 64% on the same period last year,” says Luke Gidney, managing director of Let Leeds.

“This is great for business and represents an excellent return on investment.”

The agency, which recently completed the acquisition of local competitor Milnes Walker, has also recently pioneered a ‘Thinking of Selling?’ campaign to its existing database of contacts.

The campaign, which generated 267 enquiries, offered to sell the landlord’s property with the tenant in situ.

A series of three emails were sent out to Let Leeds’ current and historic landlords, utilising the ValPal online valuation tool to capture the details of those interested.

“We were able to offer landlords an instant online valuation of their property, and we were amazed by the results,” Gidney explains.

“It provided us not only the details of those who were thinking of selling, but a great insight into our customers, and an excellent reason to pick up the phone to talk to them about their plans.”

Gidney says that his agency regularly has buyers lined up to purchase high-performing investment properties before they reach the open market.

“There is a strong appetite for investment in Leeds, especially from landlords hunting better value investments and greater yields in the North of England,” he says.

Craig Vile, director of The ValPal Network, comments: “These campaigns by Let Leeds show the power of innovative marketing and effective data capture.”

“Offering prospective landlords or vendors a small gift or prize can have a hugely beneficial impact on your marketing conversion rates, helping you to take on business at a time when time fresh stock is so valuable.”

“Additionally, we once more see the value of mining an existing database for opportunities to sell or let property – something which not enough agents are currently doing,” adds Vile.

 

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