my|deposits offer a deposit protection scheme for landlords in the UK. Sometimes a landlord or letting agent will get into a dispute with their tenant over proposed deductions to the deposit and need to provide evidence to support their claims.

We wrote a very practical guide about managing inventories and worked with my|deposits to promote it. The goal was to capture the details of 800 new landlord and letting agent prospects, and to convert 3% to full membership.

Reaching an invisible audience

It wasn’t possible to buy a list of private landlords and with the restrictions of working within the financial services sector, this audience was historically quite difficult to reach. We worked hand in hand with the my|deposits’ press officer to target industry  businesses like the National Landlords Association and the National Union of Students.

Spending just £188.46 on Google advertising secured 276 clicks to the landing page.

We also took the opportunity to test different ideas, running some fixed fee trials with both Facebook and Google Pay Per Click advertising. Spending just £188.46 on Google advertising secured 276 clicks to the landing page, and even secured an immediate membership sale straight from the advert.

Far exceeding targets

Two months after launch, the campaign secured 1061 new landlord names, and 173 letting agents for my|deposits to prospect to. They collected more new names with this one single campaign, than from the past 2 years attending exhibitions.