FACEBOOK ADS CASE STUDY
The HMO Company
How we helped The HMO Company generate £18,000 in revenue and achieve a 3X return with Facebook™ Advertising.
The HMO Company provide property-investment training courses and coaching for individuals interested in creating more income from property by turning single-let houses into Houses of Multiple Occupancy (HMO’s).
Read the full Facebook ads case study below to find out how we helped them to generate over £18,000 in sales with the launch of their new online training course.
1200+
Leads Generated
£5.00
Cost Per Lead
3X
Return on Ad Spend
15% Increase
Webinar Attendance
THE BRIEF
The HMO Company had been running a successful property training business for a number of years, but had ambitions to grow the company and take what was a predominantly offline business, online. They had tried a variety of different digital and social strategies with limited success and wanted to develop a clear, well considered marketing strategy for the next 12 months and a more structured and systematic approach to their marketing operations. Their goals were to:
- Create an end-to-end marketing funnel
- Test the effectiveness of Facebook™ Ads
- Increase market exposure
- Increase monthly sales and revenue
CREATING A SUB-BRAND
Our first challenge was to help The HMO Company to achieve cut-through in the crowded property-training market, particularly in their social advertising. Jamie and Steve highlighted that their business name posed an immediate challenge because ‘HMO’ is an unknown acronym for the majority of those that are new to property investment.
To address this, we helped Jamie and Steve to launch Jamie Madill Property, a more personal sub-brand with a minimalist and contemporary look and feel.
THE MARKETING FUNNEL
With a new sub-brand and product suite defined, the next focus was on developing a digital infrastructure that would enable Jamie and Steve to attract, engage and convert prospective clients into paying customers.
We set about creating a fully-integrated marketing funnel that included the creation of two new landing pages, a new Squarespace website; complete with e-commerce functionality, and a CRM and email automation system that could support a sophisticated email marketing strategy.
NEW CUSTOMER ACQUISITION
A more cohesive marketing funnel, brand and product suite provided the strong foundations needed to start increasing inbound marketing activities. Our primary objective was to drive sales of their new online property training course and build a database of customers which would be interested in further coaching and mentoring.
Over the course of the next 12 months we slowly introduced and tested a variety of marketing tactics from organic content and paid Facebook™ Advertising, to email marketing.
PAID FACEBOOK™ ADVERTISING
The core of our marketing activity focused on the creation of a lead generation campaign that used paid Facebook™ and Instagram advertising to drive traffic to free monthly training webinars. These free training webinars gave Jamie & Steve an opportunity to showcase their expertise, help those just getting started in property and sell their online training in a more personable way.
ORGANIC STRATEGY
This was complimented by a 12-month organic social strategy that focused on using engaging video content to drive traffic from their 6,000 strong Facebook™ group—the Property and HMO Forum—to their sales webinars.
THE RESULTS
This blend of organic and paid marketing activity produced some fantastic results for The HMO Company. Thumb-stopping Facebook Ads helped generate over 1200 new leads at a cost-per-lead of just £5.00, whilst intriguing email subject lines helped boost open and click-through rates, driving a 15% increase in webinar attendance.
All of this ensured the successful launch of The HMO Company’s new online property training, generating over £18,000 in sales and 3X return on ad spend.
1200+
Leads Generated
£5.00
Cost Per Lead
3X
Return on Ad Spend
15% Increase
Webinar Attendance