01
D-Rental was starting from zero online: no site that made the offer credible, no channel that reached property owners, and growth that depended entirely on word of mouth. The audience is the hard part — owners of a second property rarely search for a rental manager, so they have to be shown what their apartment could earn before they ever consider handing it over.
Black Ops built the website and launched Meta lead generation aimed squarely at property owners in the regions where second homes concentrate: Antwerp and Kortrijk, Brussels and Knokke, and Marbella. We tested creatives and offers per region, ran the campaigns in waves rather than continuously, and automated the follow-up so every owner request is picked up while the interest is still warm.
Owner leads
240
On €951 ad spend
Cost per lead
€3.96
Best set at €2.33
Click-through rate
3.5%
Across 80,000+ impressions
02
Across all campaigns D-Rental collected 240 owner leads on €951 in ad spend — an average cost per lead of €3.96, with the best-performing set landing owners at €2.33. Click-through rate averaged 3.5% across more than 80,000 impressions, and every wave of campaigns brought the cost per owner down as the targeting sharpened.
Volume is only half of it. At under €4 per owner lead, D-Rental can afford to be selective about which properties it takes on — which is exactly the position a rental manager wants to be in. Build the offer, put it in front of the right postcodes, and the pipeline stops being a matter of luck.
Next projects.
(2016-25©)
