The 100-Day Owner Acquisition Campaign Explained
The 100-Day Owner Acquisition Campaign is a marketing drive that aims to reach property owners and homeowners who we have not reached in the past. It combines direct marketing, digital marketing and online advertising efforts in one fluid campaign.
This is a solid campaign that’s already being implemented and is already reaping results.
Tying Everything Together
There has been plenty of discussion around the individual elements of owner acquisition, including ZIP code targeting, blogs, advertising, proof points, copywriting, messaging and co-hosting definitions. What is discussed far less is how these pieces can work together as part of one coordinated strategy.
Rentalz developed the 100-Day Owner Acquisition Campaign to bring these elements together in a structured, repeatable process. OwnerPoint, part of its ZPoint platform at https://zpoint.io/, combines data, technology and marketing tools to support the campaign.
As an authorized Rentalz implementation partner, Hygge Hospitality Partners helps vacation rental managers put the campaign into action, from planning and setup through messaging, copywriting and execution.
This process gives us:
A clear starting point and defined end point
A shared understanding of priorities
A structured way to test, refine and scale owner acquisition
A more effective way to carry the full value of the messaging across every channel
This does not involve rebranding our clients. We use their existing Brand and Messaging Strategy document. There is no new positioning, no new promise and no change in tone. The goal is simply to take what already exists and apply it in a more coordinated, consistent way.
Inside the 100-Day Campaign
We divided the campaign into four phases, with each having a clear purpose and outcome.
Phase 1: Building the Foundation with the Landing Pages
We start out by laying the foundation of the campaign where we would try to direct all the leads we can gather, particularly the ones from our digital efforts. This is the building of the landing page.
The landing page is supposed to gather all the best aspects of a website and the offer to put it right there in front of the lead. It also collects the attribution data so we can clearly see which marketing channel is the most effective.
The design and copy of the landing page is very crucial for its effectiveness. There are best practices that can be followed when it comes to building these but when executed right, a landing page can yield a conversion rate of 4% to 10% on average.
Phase 2: Active Outreach
The second phase focuses on sending direct mailers to an OP-generated contact list to increase brand awareness and capture the attention of potential customers. These mailers are designed to introduce the brand, highlight key offerings, and encourage recipients to take action by visiting the dedicated landing page.
By directing traffic to the landing page, this phase helps generate interest, educate the audience, and support lead generation efforts through a clear and trackable call to action.
We’re not trying to reach every owner. We recognize that what we are offering is not for everyone. We’re focused on attracting the owners who align with how you actually work.
Phase 3: Conversion and Trust Building
By this point, the potential new property owners get to reach out at this stage and their best aspects and services can be highlighted. Warm leads are followed up with proof-based communication. Common questions and objections are addressed clearly, and conversations shift from education to alignment. The property management is brought into the discussions once leads are qualified. This saves effort and time.
This phase is about converting interest into commitment, without pressure.
Phase 4: Review and Lock In What Works
This is the final phase and it is arguably the most crucial. This is the stage which ensures this process is repeatable.
We review what worked and what didn’t, identify the strongest ZIP codes, messages, and channels, and document the process so it can be used again. At the end of 100 days, the aim is not to just have results, there should be a working system that acquires leads and converts them.
How This Campaign Uses Existing Messaging
Everything in this campaign ties directly back to the messaging and positioning we already developed. We consistently reinforce that owners retain control while property managers will take care of the details.
A key gap that we are trying to address with the campaign is the lack of visibility. Sometimes, the value of what property management can bring to owners isn’t clear even when they are overdelivering. In this case, both parties are missing out. We also need to point out that the existing messaging emphasizes the Property management's core business strengths, leveraging six synchronized emails alongside the mailers to drive a cohesive cross-channel marketing strategy.
What Success Looks Like After 100 Days
So, how do we know that the campaign works? The simple answer is if we reach our stated goal, which is to reach property owners and homeowners who have not been reached by past efforts. How that is measured may vary.
While lead volume is obviously important, that’s not everything. We need to have a repeatable process that delivers consistent results. So that means we need to look at the usual KPIs like:
Delivery Rate
Spam Complaint rate
CTR
Open Rate
Cross Platform Impact
But it also means looking at variables that sometimes may be overlooked. Things like how long do the leads want to discuss the matter, the number of questions they are fielding, and the questions they are willing to answer. Those things can indicate that the campaign is delivering the kind of message that we want.
This campaign is designed to show owners that they can get the support that they need and how they can benefit from a solid property management service. Once aligned, it becomes the blueprint for owner growth moving forward.
