Lettings Campaign Brief
For Launch w/c : 25th September 2023
Headline: Getting letting RIGHT.
Target audience: Landlords (non-customers and existing non-fully managed)
Website URL: lawlors.co.uk/letright
Time limit/end date: No specific date
Assets created:
• Window cards A4 Portrait & A3 Landscape
• Canvassing card A5 for printing locally
• Solus email Link to blog article
• Email newsletter Link to blog article
• Brand website banners
Desktop/Mobile
• Campaign landing page Desktop/Mobile
• Blog article SEO optimised
• Social media Static image / Animated Reel
• Email signature banner
The campaign draws on insights from “Understanding landlord behaviour in the Private Rented Sector in the UK”, a research paper published in November 2022, which identified that:
• Quality of tenant is a priority to Landlords
• Peace of mind is a key benefit
• Landlords are looking to maximise investment and minimise the hassle
Visually, it uses diverse photographs (tailored to match/complement brand colours) of people representing the broad range of tenants out there, and how difficult it is to be able to identify which is the right one for a property.
With rents at record levels and many tenants struggling to find affordable properties, it was felt distasteful to focus on maximising profits, and we chose instead to promote fully-managed service, maximising peace of mind and minimising hassle for landlords.
The campaign is intended to start conversations, allowing agents to discuss key features including:
• Database of pre-qualified tenants
• Comprehensive tenant referencing
• Legal compliance with 170+ rules and regulations
• Hassle-free property management
• Online repairs and maintenance reporting system
• Track record & Google reviews
• Credentials – ARLA membership, TPO regulation
