National Rental Home Council
Advocating and Marketing for the Single-Family Rental Industry.
Challenge
The National Rental Home Council (NRHC) is a nonprofit organization dedicated to advocating for the single-family rental industry, focusing particularly on enhancing the experiences of both residents and small landlords. Tasked with expanding NRHC’s influence among small landlords, the mom-and-pop owners renting out homes. New Target – The Digital Agency was challenged to shift perceptions and highlight the role of good landlords in creating healthy living environments.
The primary challenge was to engage small landlords effectively to lead to increase in memberships of housing providers under 50 units.
Solution
New Target Digital Agency crafted a comprehensive, multi-phased digital marketing campaign tailored to attract, educate, and convert small landlords into active, conscientious members of NRHC. The campaign was structured into three strategic phases:
- Awareness: We initiated the campaign by raising awareness about NRHC and its mission, using tailored messaging that resonated with small landlords. Our efforts spanned across various platforms including Google, Bing, Taboola, Meta, LinkedIn, and through external media buys.
- Engagement: As the campaign progressed, we focused on deepening engagement by highlighting the tangible benefits of being a good landlord, including creating safer, healthier living spaces and the potential for increased rental stability and tenant satisfaction.
- Recruitment: The final phase centered on recruitment, where we implemented targeted strategies to convert engaged landlords into NRHC members, using optimized calls-to-action that emphasized the community and support benefits of membership.
Supplementary strategies involved integrating email marketing campaigns focused on membership benefits, partnering with real estate organizations to extend reach, and enhancing the NRHC website with content that supported landlord education and empowerment.
Results
The targeted campaign achieved remarkable outcomes:
- Web Traffic: Witnessed a 500% increase in website traffic, indicating high interest levels.
- Engagement: Boosted engaged sessions by 30,000, reflecting deeper interest and interaction.
- New Users: Generated 150,000 new users, substantially expanding NRHC’s influence among small landlords.
- Membership Growth: Increased member registrations by 3,000% in just seven months, significantly strengthening the community.
This strategic campaign not only expanded NRHC’s membership but also transformed small landlords’ perceptions of their roles. By leveraging targeted digital marketing strategies, New Target helped NRHC effectively reach and engage small landlords, fostering a community committed to providing high-quality, healthy living environments. This initiative has set a robust foundation for ongoing education and advocacy within the single-family rental market.
How we did it.
The cornerstone of your identity is an authentic brand story. We work with you to establish a clearly defined brand strategy for your goals – a strategy complementary to your brand’s visual voice.
The creative we design is heavily influenced by the framework for innovation. We design media not just to please our clients, but to engage and delight their customers, members, or constituents. We put people first.
We’ll help you select the right technology, and code it right. Our development team is passionate about using the right mix of open source, off-the-shelf, and hosted solutions to solve complex problems.
We understand clients have a choice of website hosting providers. Our service goes beyond stability, up time, and more to a personalized approach that meets you where you are today, and prepares you for your tomorrow
From search engine marketing strategies to social management to campaign activations and monitoring, we create bespoke digital marketing strategies for your audience.
