When it comes to renting out a property, there’s a lot of work involved - from guest correspondence to cleaning and taxes people can quickly become overwhelmed.
As part of their online strategy for attracting new clients, Rest Easy Nashville created an eBook titled “The Nashville Short-Term Rental Guide”. This eBook is packed with practical information about obtaining a short-term rental permit in Nashville.
The local laws and regulations about permits are continuously changing so the goal of the eBook is to provide vital up-to-date information in a convenient package.
This one eBook has generated 194 qualified new leads for Rest Easy Nashville. Let’s explore why this lead magnet has been so successful.
If you’re just looking to make a little bit of extra cash on the side then researching permits can be a confusing prospect. Where do you begin? How do you know you’re on the right track? This guide cuts out a lot of stress and uncertainty for prospective customers.
The guide is well designed, written in plain english and contains numerous checklists to help people take action on what they are learning. This would be a pleasant surprise to anyone searching for answers about the rather dry topic of permits. The format and presentation of the information helps to build trust and goodwill with potential clients.
In this case, Rest Easy took one of Beacon's lead magnet templates and customised it to suit their brand. Just swapping out the images and updating the color scheme gave this template a whole new look.
Who knows the most about the short-term rental economy in Nashville? The people who wrote the book about it of course! This lead magnet demonstrates the depth of knowledge and experience of Rest Easy which gives them an advantage over their competitors.
A good lead magnet should always act as a stepping stone to your paid products and services. This one is no exception. At the end of the eBook there is a call-to-action that invites readers to make contact for more information about how Rest Easy can lighten their load as short-term rental hosts.
The sales funnel for this lead magnet looks something like this:
Search Engine > Landing Page > Read eBook > Book Consultation > Become Customer
When someone initially made that search on Google they had no idea who Rest Easy Nashville were. As the person progressed through through the funnel they gradually gained more knowledge about Rest Easy and the services they provide. By the time a prospect actually books a consultation there’s a high likelihood that they will become a customer.
The call-to-action templates within Beacon are all designed to have high rates of conversion. By using these default calls-to-action you can be sure that your lead magnet will help to convert more leads into customers.
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