High Value Prospect Sales Campaign—FirstService Residential
High Value Prospect Sales Campaign—FirstService Residential
The Challenge
FirstService Residential is an association management leader, serving residential communities throughout the United States and Canada. Like many companies that hire Pepper Group, FirstService was faced with several very high value opportunities stuck at some point in the sales process. FirstService already had a robust digital marketing effort in place. How could we take things to the next level and break through the clutter?
The Solution
The Pepper team started by developing deep insights into why and how opportunities can get stuck. We also uncovered multiple pain points that would motivate the decision makers (HOA board members) to change management companies. Finally, we worked with the sales teams to identify their top stuck opportunities.
To maximize results within the set budget, we developed a two-tired effort. The top-tier opportunities received a high-end keepsake weather forecasting device. The messaging connected to how FirstService Residential has the experience and resources to forecast trouble ahead, helping their clients avoid future problems—a major selling point for this audience.
Next, to reach a larger group of second-tier opportunities, we developed a lower cost-per-item card deck. Each card highlighted a major pain point, and the FirstService solution, in a humorous way.
The Result
The campaign was a tremendous success. Integrated with a digital and sales effort, every piece was custom printed for the target community, the specific recipient, and the business development rep who was trying to reconnect. The weather forecasters moved recipients to proactively restart stalled sales conversations. The cards were loved by prospects, and regional teams throughout the country ordered additional quantities to bolster day-to-day sales efforts. All in all, the campaign stimulated action, unsticking major opportunities, and generating more than $1.5 million in annual revenue on a total investment of less than $50K. We look forward to topping those results with the next campaign, currently in progress.