Private Ads Network — 90-Day Sprint
Your own channel to 150,000 landlords
Google's ads can't reach
Not a list vendor. Not a freelancer. A full outbound infrastructure — custom-built for TurboTenant — that finds landlords from public records, reaches them at scale, enriches your inbound pipeline, and makes your existing Google spend work harder.
150K
Landlords reached in 90 days
6K+
Estimated total replies
750+
Demo-qualified responses
18%
Of your total ICP, in one sprint
The Concept
A private channel Google can't build for you
Google Ads reach landlords who were already searching. That's maybe 20% of the available market — the ones who knew to type "property management software" into a search bar.
This sprint builds a parallel channel: a private network that finds landlords from their behavior — active listings, vacancy duration, county ownership records — and reaches them before they've started searching. Same conversion event. Different 80% of the market.
We also layer it on top of your existing Google spend — so the visitors you're already paying for get followed up, enriched, and converted at a higher rate.
The Market
Validated from Census + IRS data
Numbers from the 2021 HUD Rental Housing Finance Survey and IRS Schedule E filings, tax year 2022.
9M
Individual US landlords
810K
Own 10+ units — your ICP
Individual investors own 70% of all US rental properties. They don't appear on Apollo, LinkedIn Sales Nav, or ZoomInfo. They're invisible to every tool that assumes your prospect is a business.
Volume Model — Sprint to Full Market
Two scenarios. Same funnel rates. You pick the ceiling.
Contacts reached
150K
90-day sprint upper end. 18% of your 810K ICP.
Total replies (4.1%)
~6,150
LeadGrow aggregate across 1,626 campaigns
Warm responses (12.5%)
~770
Interested landlords. SDR calls within 2 min.
Demos booked (~50% SDR)
~385
Conservative SDR conversion to booked demo
Full Market Scenario — 500K Contacts
90-Day Sprint (upper)
Contacts150,000
Total replies~6,150
Warm / positive~770
Demos booked~385
ICP coverage18%
Full market build — 500K
Contacts500,000
Total replies~20,500
Warm / positive~2,560
Demos booked~1,280
ICP coverage62%
500K scenario runs across 3–4 sprints. Funnel rates held constant from LeadGrow aggregate (1,626 campaigns). Demo conversion assumes ~50% SDR close rate on warm responses. Apply your own close rate and LTV to get revenue projection. Data: HUD RHFS 2021, IRS SOI 2022, LeadGrow 2025 aggregate.
List Strategy
Three data layers. None of them Apollo.
1
Active listings → county records
Scrape Zillow, Craigslist, Apartments.com. Property address → county tax records → owner name + contact. Listings 30+ days old signal acute vacancy pain. Craigslist is fastest — private landlords only, no PM middleman.
2
Contact form resolution
For listings with no visible contact info, we fill their property contact form with a tracked email and capture the reply. Ties owner identity back to the listing. Proven technique from prior campaigns.
3
Competitor audiences
Rent Ready runs zero Google ads (confirmed via Ads Transparency Center). Their LinkedIn followers are in-market and uncontested. Pull that audience, filter for landlord/property manager keywords, reach them with a direct comparison angle.
The Permissionless Value Play
"We found 3 renters in your area looking for a property like yours. Smoke-free, two-year rental history, move-in ready next month. Here's how to reach them."
If Rentler data is accessible — this is the anchor play. That email doesn't need a subject line trick. It just needs to exist.
Deliverable Stack
Five channels. One sprint. Everything stacks.
Channel 1 — Cold Outbound
The private ads network
Situation-based sequences — not "Hi {FirstName}, I manage outreach." Angles tested in Month 1 across three segments: vacancy-pain landlords, Rentler renter-match (if data accessible), and Rent Ready competitor switchers.
✉
3-step sequences per segment
Situation-first copy written for each angle. No shared templates across segments.
⚡
Dedicated SDR — 2-min response
Human. Calls within 2 minutes of a positive reply. Books demo or confirms sign-up. No AI SDR.
🏗
Full infrastructure
Dedicated sending domains, warmed pools, deliverability monitoring. Your primary domains stay clean.
⚙
4 A/B test cycles — Month 1
Find the winning angle in 4 weeks. Scale it in Months 2–3. No guesswork.
Channel 2 — Inbound Enrichment Layer
A knowledge graph on every landlord who touches you
Every landlord who responds to outreach — or fills out any TurboTenant form — gets automatically enriched and scored before your AEs ever pick up the phone. Your team stops working blind.
Google Ad click → form fill
→
Auto-enriched: listing count, vacancy duration, unit estimate, county records
Outbound reply
→
Lead scored by unit count, pushed to HubSpot with ICP tier tag
Demo booked
→
Full dossier in HubSpot: platforms listed on, active vacancies, LinkedIn if findable
TurboTenant free signup
→
Auto-flag accounts crossing 15-unit threshold → route to TenantCloud AE
Built on top of your existing HubSpot. No new CRM, no migration. Enrichment layer runs as a background process against every lead that enters your pipeline.
Channel 3 — Website Visitor Retargeting Layer
Make your Google budget work twice
You're paying for Google clicks. A fraction of those visitors convert. The rest disappear. This layer catches them.
We install a retargeting pixel on TurboTenant.com, match visitor identity through email append, and add non-converting visitors into a dedicated follow-up sequence. Your Google Ad spend generates two bites at the same apple.
1
Landlord clicks your Google Ad
Lands on TurboTenant.com. Pixel fires. Session is captured.
2
Doesn't sign up → identity resolution
We match the session to a real email via reverse-IP and email append. 15–30% match rate on warm traffic.
3
Enters retargeting sequence
Custom sequence: "You were looking for a way to fill your vacancy faster. Here's what you were missing." Pulls from the same data layer as the outbound campaigns.
4
Converts or gets scored
Books demo or signs up. If neither, gets added to the 90-day nurture sequence with periodic vacancy-relevant pings.
Channel 4 — Reply Intelligence
Every "not now" becomes a timed follow-up
Most outbound replies get filed in a folder and forgotten. We build a reply classification layer that auto-tags every response:
✓
Interested now → SDR calls within 2 min
◷
Not now / future → auto re-queued at stated time
?
Wrong contact → auto-routes to alternate owner record
Every reply generates a signal. Over 90 days, that builds a proprietary database of landlord intent that lives in your HubSpot — not just in our sending tool.
Channel 5 — Sprint 2 Scope
Month 4: TurboTenant PLG expansion (8.2M one-to-nine unit landlords) + AI SDR built on your campaign data and wired into HubSpot for instant inbound response. Same infrastructure, different ICP tier.
Timeline
First replies in by Week 2
Infrastructure and domain warm-up takes 3 weeks before first send. This is non-negotiable — rushing it kills deliverability. First replies come in end of Week 3, not Day 1.
June 9
Strategy call
Align on ICP threshold, HubSpot access, Rentler data, retargeting pixel, LTV + funnel inputs
Week 1
Infrastructure build
Dedicated domains registered and configured. Sending pools spun up. Warm-up protocol starts. List Layer 1 + 2 pull begins in parallel.
Week 2
Domain warm-up + copy
Domains hitting send volume targets. All 3 sequence variants written and QA'd. Retargeting pixel installed + tested. Enrichment layer wired to HubSpot.
Week 3
Sequences go live
First contacts hit inboxes. SDR on standby. First replies expected by end of week.
Week 4
Test cycle 1 review
First reply data in. What angle is working. Enrichment layer processing inbound Google leads.
Weeks 5–8
Scale + competitor layer
Winning angles scaled to full volume. Rent Ready audience activated. Reply intelligence tagging live.
Weeks 9–12
Full network + Sprint 2 scope
All 5 channels running. TurboTenant PLG + AI SDR into HubSpot scoped for Month 4.
Track Record
1,626 campaigns. 4.1% average reply rate.
We've run this playbook for three years across hard-to-find audiences — people and businesses that don't appear in standard B2B databases. The landlord problem is one we're built for.
EdTech SaaS — 271 leads, $60K closed
SEO firm — $220K in 4 months
Humidification co. — $4M pipeline
Unity Games studio — 200+ meetings, $500K+
Community Trip — 140 meetings, ~$200K
What We Need Before We Start — Non-Negotiable
We build ROI arguments from real numbers, not guesses. These inputs are required to size the sprint correctly and report against a benchmark that matters to you.
1
Customer LTV — average revenue per TenantCloud customer over 12 months (or lifetime). This is what we use to size the ROI case for each demo we book.2
Google Ads funnel analytics — clicks → landing page visits → form fills → signups → demos booked → closes. Each conversion rate tells us where the funnel leaks and what our outbound needs to beat.3
Number of closers on the team — how many AEs can run demos. This sets the ceiling on qualified demos we can realistically book per week without overwhelming your team.4
Demo qualification threshold — confirm 15+ units as the cutoff for AE routing vs self-serve. If this has changed, tell us before list build starts.5
HubSpot read access — we need to see what a converted landlord looks like in your CRM before we build the list scoring model.6
Retargeting pixel permission — one-line script on TurboTenant.com to activate the Google visitor recovery layer.7
SDR handoff contact — one named AE who picks up when a landlord responds warm. Sub-2-minute call time is the lever. We need a direct dial, not a queue.
Built In-House — No Third-Party Dependency
We built our own stack. Nothing is outsourced.
Most agencies plug into off-the-shelf tools and call it "infrastructure." We run custom-built applications — a proprietary reply management system, automated enrichment pipelines, lead scoring logic, and campaign orchestration tools — all built and maintained internally. That's how we move faster, keep your data contained, and do things no other agency can replicate.
⚙
Custom reply management system
Every reply classified, tagged, and routed automatically. Interested leads flagged for SDR call within 2 minutes. "Not now" replies re-queued at the stated date. Wrong contact routes to alternate owner record. Nothing falls through the cracks.
⚡
Automated enrichment pipeline
Custom data pipelines pull from county records, listing platforms, and LinkedIn simultaneously. Every lead scored and enriched before it hits your HubSpot. Built on infrastructure we've refined across 1,600+ campaigns.
📊
Proprietary campaign intelligence layer
Internal dashboards track every variable — reply rates by sequence, by segment, by day of week, by subject line pattern. We don't wait for end-of-month to know what's working.
LeadGrow internal operations dashboard — reply management, client pipeline, campaign performance, and SDR task queue
Tuesday, June 9 — 9:30am MT
Bring your VP Marketing + Seamus. We'll align on scope, confirm the retargeting setup, and agree on the 90-day success metric.
Questions before then
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