A high-impact digital campaign for Rentwell - YWCA Canberra

Action and activation

A high-impact digital campaign for Rentwell – YWCA Canberra

2021

YWCA Canberra

How might we attract property owners to lease through Rentwell?

YWCA Canberra, a trusted registered community housing provider, has supported Canberrans for more than 60 years with transitional housing, affordable housing, and supportive tenancy services. Recognising the urgent need for affordable rental properties, YWCA Canberra partnered with rowdy to launch Rentwell, a property management service that provides affordable rental properties owned by private investors to individuals and families struggling to secure and maintain tenancies in the mainstream market.

After helping YWCA Canberra launch with a successful brand and new website, and after being in the market for two years, YWCA Canberra was ready to grow their audience and increase engagement. To support this goal, rowdy strategised and implemented a targeted 2-month multi-channel digital campaign aimed at property investors. The campaign helped Rentwell generate a pool of new properties to enter the market, resulting in 227 qualified leads and effectively promoting Rentwell.

Our digital campaign included a multi-phase approach designed to generate awareness, capture leads, and convert property owners through targeted advertising on Google and Meta. It also included the development of a targeted lead capture landing page to optimise conversions and streamline engagement with potential property owners.

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Enhanced engagement:
The multi-phase approach successfully attracted property owners, driving 227 gated content downloads, 5,801 ad clicks, and 2,405 unique landing page visits. The high number of gated content downloads indicated the strong relevance of the ads and content to the target audience. The data captured from this campaign helped YWCA Canberra build a robust pipeline of potential leads for future nurturing and provided direct access to a pool of interested property investors.
Generating valuable insights:
The campaign resulted in a significant increase in Google searches for Rentwell-related terms, raising awareness of Rentwell’s offerings. In addition to understanding which Google terms generated the most traffic and identifying opportunities for YWCA Canberra, the campaign also provided insights into the platforms where audiences found them most, their demographics, and how they engaged with the Rentwell brand. This valuable information was captured in a concise report to help shape future outreach campaigns.

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