Lead gen landing page and email copy for Birgo
“Reiturn is a public, non-traded real estate investment trust (REIT) that owns and operates multifamily properties in the Heartland of America”. Quoting the client’s website because, well, for once, I couldn’t have said it better myself.
Reiturn is a sub-brand of Birgo - a fully-integrated, private equity real estate firm in the US.
During my time as Copy Lead at growth marketing agency, Ladder.io, I was the copywriter assigned to this client as part of the agency’s wider creative studio.
One of the key projects was a lead magnet campaign designed to capture user data by offering a free whitepaper to download via a dedicated landing page built in Unbounce.
My job: to write informative, persuasive web copy that would encourage visitors (mostly driven from social media ads) to fill in their details and click that all-important ‘Download your free copy’ CTA button.
The copy needed to leave the reader believing that they absolutely needed this whitepaper in order to support their property investments in turbulence and uncertainty roused by the COVID pandemic.
It also needed to position Reiturn as an expert in the sector and a company the customer could trust. To do this, I used conversational language with a human-to-human tone that spoke directly to the reader and instantly put them at ease.
Lead magnet landing page web copy:
Lead gen email drip campaign
As part of the whitepaper lead magnet campaign, we also produced an email drip sequence designed to nurture the leads that came via the landing page (above).
The primary goals of this nurturing were to bolster brand awareness and familiarity, expand on the benefits of Reiturn to the customer and provide a reliable support resource for them when diversifying their property investment portfolio.
The ultimate objective for us (and the client), of course, was to convert these nurtured leads into Reiturn investors.
Below are a couple of examples of the emails from the drip flow, the first being the primary communication received by a lead after converting via the magnet landing page (downloading the whitepaper).
Testing brand messaging
Another project the creative studio worked on for Reiturn was a series of single-image static Facebook ads designed to test which brand messaging angle would resonate with the client’s target audience best.
We created a series of three different Facebook ads, each with its own nuanced message. We kept the design of the creative assets the same to ensure that visual elements didn’t dilute or skew the results of the copy-based testing campaign.
Looking for an experienced, professional copywriter to create lead generation landing page content for you? Say no more. I’m your wordsmith.