An App To Redefine Renting

Tenancy was a newly launched startup from the city of London, Ontario. They wanted to improve the process of finding a new home for tenants and make the screening of these simpler for landlords. To achieve their mission, they had just launched an early version of an app when they approached me to advertise their company.

The strategy was based on Facebook Ads, targeting landlords and tenants because we needed to get both user types on the platform simultaneously if we wanted the mobile app to take off. The ads targeted at tenants aimed to generate app downloads, while the ads targeted at landlords generated leads for the company’s salesperson to reach out to.

To maximize the efficiency of the landlord campaign, we used Facebook’s interest targeting, indicating the algorithm to go after people interested in real estate investments, being a landlord, and following groups for landlords. At the request of the client, we also focused the location targeting on the city of London to increase the ad frequency. A similar strategy was implemented on LinkedIn with the difference that we were targeting corporate clients based on the companies they worked with.

Messaging for landlords focused on the features of the app and used a collection of images and videos that showed how the user interface worked. On the other hand, the creatives oriented towards tenants focused on finding the ideal place on the app and some of the available listings.

Once the advertising was wrapped up, the campaign generated a good amount of landlord leads that were qualified for Tenancy to call the campaign a success.