The magic word that wins landlord clients - ex-ARLA chief explains

A lettings expert is advising agents that “congruence” is key to successful acquisition of landlord clients.

Former ARLA Propertymark president and the founder of Agent Rainmaker, Sally Lawson, says congruence - getting the same message through on a consistent basis is key to higher conversion rates and success. 

In a statement she says she often sees what she calls “the costly repercussions that poor marketing synchronisation has on performance”, both in terms of monetary investment and brand reputation. 

She comments: “To effectively attract and engage prospective landlords to your lettings business, it’s essential to tailor your approach to meet their unique needs. A landlord seeking to sell a property will naturally have vastly different needs than one who is dealing with tenant troubles and arrears. 

“Every message needs to be customised to suit the archetype of each landlord and what they need support with,” she added. “Targeted adverts that speak directly to their concerns and aspirations must resonate and speak their language. This is our specificity – creating ads that address their specific pain points and desires will much more likely capture attention and boost engagement. 

“However, specificity alone is not enough to convert them into leads – and hopefully loyal, fully managed clients. It must continue throughout every single communication they receive after they have seen a targeted advert or made contact, including website pages, emails, and any other written or verbal communication. 

“Enter congruency. This ensures that the messaging and content align seamlessly with the original content. I’ve seen far too many times the results of a poorly-managed marketing campaign, the cost losses of a wasted campaign, and downright turnoff it can have on prospective landlords. 

“For example, an advert promising assistance in selling a tenanted property leads to a landing page discussing residential relocation. The lack of alignment screams bad planning, which is never a good look for anyone seeking to buy services from you, and it significantly undermines credibility – resulting in diminished conversion rates.” 

To optimise lead generation, Lawson says it’s imperative to maintain congruence throughout the marketing funnel – from the original advert to the landing page, any subsequent pages, emails, and the offer itself.

And she concludes: “When an advert seamlessly transitions to a page that reinforces the initial promise, trust is established, and conversions soar. Specificity and congruency serve as the main cornerstones of successful ad campaigns in the landlord marketing sphere. And, when done well, they have the power to generate hundreds of leads rapidly, presenting a welcome challenge of converting them into loyal clients.”