Overview
IPO Club connects financial advisers with a UK-based real estate investment trust. The trust buys properties debt-free, and leases them to government-regulated providers on 25-year leases. The offer can't be advertised directly to investors under FCA rules, so IPO Club reaches the market through advisers and real estate agents instead.
Challenges
- Inconsistent lead quality. The client wasn't happy with results—both the quality of leads and the ads producing them. One campaign brought some adviser leads, while the second brought in completely irrelevant traffic—teachers, drivers, job seekers.
- Poor show-up rate. Even when the right leads booked calls, most weren't showing up to them.
Goals
Land a consistent flow of qualified financial adviser and real estate agent leads, and get them not just booked, but showing up to the call.
Strategies
My team and I took IPO Club through a five-step process:
- Fixed the client's Facebook Page. No profile photo, cover image, bio, or posts existed before any ads went live.
- Rebuilt the ad creative and messaging to correctly filter for the target audience. (naming the target audience directly in the creative, not just the copy, made a difference.)
- Launched a financial adviser campaign in Malaysia, targeting advisers whose clients specifically look for Shariah-compliant options.
- Launched a real estate agent campaign in the UAE, targeting agents with high-net-worth client networks.
- Took over appointment setting directly, qualifying every lead by phone before it reached the client's calendar.
Results
In three weeks, we generated 8 qualified appointments—6 with financial advisers in Malaysia and 2 with real estate agents in the UAE—on an offer with a £25,000 minimum investment.
Every appointment was confirmed qualified by the client.
The financial adviser campaign produced better lead quality than anything run before it, a direct result of fixing their messaging problem.
Here are the various creatives we tested:
