Ryan Companies is a commercial real estate builder, developer, architectural designer, and property manager, focused on specific industry sectors, including Healthcare.
This commercial real estate (CRE) firm had used traditional sales strategy to find new clients, including relationship selling, cold calls, partnerships, and industry event outreach such as exchanging business cards in person. Their real estate marketing team supported these efforts through a marketing strategy that included a modern commercial real estate website, a strong social media presence, and industry event and speaking opportunities to position them as thought leaders among potential clients. However, the Ryan marketing team wanted to experiment with new channels to support their existing digital marketing efforts and expand into true lead generation. Specifically, Ryan Co. wanted lead generation ideas to find c-suite level, decision making prospects who were not currently in their CRM’s database of healthcare real estate professionals.
Ryan Companies had recently participated in a Modern Healthcare webinar where they provided a great deal of original, valuable information. O8 recommended repurposing the content into a lead magnet for a PPC campaign, expertly targeting prospects through LinkedIn and Google Ads, focused exclusively on their healthcare commercial property target audience. Potential customers were targeted by their real estate industry affiliations, job titles, and demographics for the best lead generation outreach results.
O8 decided to optimize an existing landing page template and create LinkedIn lead gen form to collect contact information from the real estate business referrals and turn them into potential leads.
O8 also utilized content marketing techniques to write and design commercial real estate lead generation marketing materials, in the form of an ebook, which would be shared with the targeted, quality leads in exchange for their email address.
On the very first day, and continuing through the weeks that followed, Ryan Companies’ lead generation efforts started paying off. They received high quality leads from healthcare industry C-suite decision makers and real estate investors. Ryan’s marketing team stayed closely aligned with the sales team, who would then follow-up on the new leads through email marketing and phone calls.