Busy property managers and board members who manage multiple properties often find it tough to streamline their day-to-day operations and manage repetitive tasks. That’s where condo and HOA management software like Condo Control help. The platform allows property managers to create a better and more structured system that benefits everyone who lives and works in the community.
We connected with Fred Stewart, the Marketing and Communications Specialist at Condo Control. He told us how they built a strong brand in the property management domain by leveraging content.
Condo Control’s staunch content-centric approach helped them engage their audience and double their cold leads to MQL conversions.
Thanks, Fred for taking the time to tell us about Condo Control’s success journey. Our audience is keen to hear about how you and your team doubled your conversion rate.
But first, tell us a little bit about yourself.
My professional journey began in 2012 working in the charitable non-profit sector as a marketing generalist who also worked in the finance department. Over time, I was often assigned to many digital marketing projects, which piqued my interest in that side of the marketing spectrum.
I moved to Toronto in 2016 to start working in a digital marketing role in the private sector. Although this was still a generalist role, I discovered that email marketing, content creation and copywriting were areas I really wanted to focus on professionally going forward.
Finally, I began my current role as an Email Marketing Specialist with Condo Control in June of last year. I’ve really enjoyed working in this role and being part of a great marketing team with so many talented people!
Condo Control provides property management software that helps community associations effectively communicate with property owners and residents, streamline property management operations and reduce overall costs.
Our philosophy is to use real client feedback to continuously improve and expand the services we offer. In other words, as new problems emerge for our customers, we develop new tools to solve them.
For our email marketing strategy, linking inbound prospects to the relevant content is essential. Our prospects can have a wide array of interests, including financial management, violation management, or streamlining violations, just to name a few. The key is to provide the right content at the right time.
Most of our automated drip email campaigns are meant to be a journey of mutual discovery for both our leads and us; they learn about how Condo Control solves their problems while we learn more about them, thereby sending specifically tailored content as per their interests.
To this end, we implemented several new automated email strategies to provide a more tailored and unique prospect journey. As a result, we’ve doubled the conversion rate of our new leads within six months of implementing our new drip campaigns.
Content is a very important part of our strategy. We offer a variety of content for prospects at all stages of the lead funnel, including numerous guides, blog articles, downloadable templates, webinars (both live and archived), case studies, and white papers.
We’ve adopted a more content-focused strategy for both our lead generation and lead qualifying efforts. We provide a variety of webinars, guides and templates for HOA/condo property management and board members, that cover a number of topics of interest from finance, communication, violation enforcement, etc.
This helps us to get to know our prospects and their interests a little better, and we’re able to segment these leads by their interests, sending more content that’s relevant to that particular lead and further nurturing that relationship while successfully moving them through our prospect funnel and converting them into a marketing/sales qualified lead.
Since we’ve adopted a more content-focused approach, we’ve more than doubled the conversion rate (from just under 4.9% to over 10%) of our cold leads to marketing qualified leads.
We segment our cold lead mailing lists based on what kind of content prospects consume. This way, we can continue to send more relevant content for that user to consume, thus, maximizing the value add and further building credibility and trust in our brand.
For instance, if a prospect downloads our newsletter template, we’ll assign them to our communication-focused drip campaign; if they download our HOA grant application, they’ll join our finance-focused drip campaign, etc. We even segment leads who have shown interest in multiple categories and have messaging tailored specifically for them.
We officially launched a new SaaS product called Office Control late last year. Office Control is a facility management software solution for unifying workspaces and empowering people. This software will help commercial real estate and facilities leaders take control of operations by equipping them with the tools and information they need to be more productive, informed, and connected.
To learn more, visit officecontrol.com
Never stop learning! Digital marketing is constantly evolving, so like any pursuit of knowledge, the educational journey is never-ending.
Make time for webinars – even if it’s a topic you’re an expert in, there’s a good chance you’ll pick up something new from it, or relearn something you might have forgotten.
Simplifying communication and business management for property managers is a challenge, especially in a competitive and dynamic domain like HOA and condo management. By listening to customers and offering tailored solutions, Condo Control has managed to boost its conversions and build a strong brand image.
As a customer-focused SaaS content marketing agency, we can vouch for the fact that content is a strong customer engagement and acquisition channel for SaaS businesses. The more engaged your customers are, the easier it is to persuade them to begin a free product trial.