Following our review meeting, this sets out the agreed direction for the next three months, built on three months of real learning. Confirmed for now, with room to adjust as we go.
Three months in, we've built a more consistent presence for TGR, tested different landlord messages, introduced more team and local content, and grown the paid advertising activity. Most importantly, we're starting to learn what people actually respond to.
August figures are current as at 20 August and still moving.
| Month | Landlord Leads | Cost Per Lead | Awareness Website Visits | Cost Per Visit |
|---|---|---|---|---|
| June | 11 | $41.33 | 368 | $1.22 |
| July | 8 | $59.26 | 1,044 | $0.47 |
| August (to 20th) | 18 | $18.29 | 862 | $0.36 |
Awareness is becoming more efficient, cost per website visit has come down every single month. Fresh Lead Gen creative has produced a strong response, August's refreshed angle is our best result yet. And we now have three months of real learning to build the next quarter from, rather than guesswork.
Following our review meeting, TGR is really happy with the direction this is heading. People are noticing TGR, leads are coming through consistently, and a couple of enquiries have already converted into confirmed new managements. That's the clearest proof yet that the strategy is working, not just performing well on paper.
Across organic and paid, the same pattern keeps showing up. The more human and specific the content feels, the stronger people respond. Here's what three months of posting and testing has told us.
Less content that any property management company could post. More content that could only come from TGR.
Agreed with TGR: the overall strategy stays the same, build trust with landlords, stay familiar to those who may need TGR in future, and create opportunities with those ready to have a conversation now. What changes is how we bring that to life, and we'll keep adjusting as the data comes in.
We keep the current posting rhythm, with greater emphasis on four areas.
Brand Awareness keeps TGR visible and familiar before landlords are ready to make a change. It's become increasingly efficient over three months, so there's no reason to remove it.
Lead Generation creates a clear next step for landlords ready to talk. August's result is strong enough that the current creative stays live rather than rotating on schedule, we don't fix what isn't broken.
Confirmed with TGR. Same total spend, more of it working harder in Lead Generation now that the learning period has paid off.
New split effective 1 September.
Keeping this simple, and building from what we're learning rather than continually introducing new campaigns.
The best content is already happening inside TGR. We just need to see more of it. No professionally produced photos or videos required, a phone photo, quick video, forwarded email or message is enough.
If the answer is yes, send it through. We'll take the raw material and turn it into content. The more the team feeds us, the sharper every post and every ad becomes.
Cost per lead tells us how efficiently we generated an enquiry. It doesn't tell us whether it became good business, and we already know some have: a couple of leads have converted into confirmed new managements.
Bree is now looking into setting up a monthly reporting process that shows exactly how many leads are converting, from enquiry through to appraisal and new management.
Once that's in place, we'll fold it into the regular monthly report so we're making decisions on real business outcomes, not just cost per lead.
More real. More proof. More local. Supported by paid advertising that keeps TGR visible and creates a clear path to enquiry when a landlord is ready.
The shape we're aiming for over the next three months.
By the end of the next three months, a clearer understanding of which stories, messages and offers move landlords from awareness to enquiry.
TGR is happy with the new ad spend split. $400 Brand Awareness / $600 Lead Generation, effective 1 September.
Launching as a Reel alongside the existing rental appraisal offer, giving landlords a lower-pressure way to start a conversation.
It's working well, so we're leaving it running as is. We're still optimising weekly, just not swapping out creative that's clearly delivering.
Bree is looking into setting up a monthly reporting process to show exactly how many leads are converting into appraisals and new managements.
The wider team keeps sending through real photos, videos, results and stories as they happen.
Real people. Real moments. Real landlord questions. Real results. Supported by paid advertising that keeps TGR visible and creates a clear path to enquiry when a landlord is ready. Thanks for a great review, and looking forward to building on it.