Your social media and paid advertising strategy for Team Group Rentals. Built around your scale, your team, and the Wellington landlord market.
You have the scale, the people, and the track record. The opportunity is making sure landlords across Wellington, the Hutt Valley, Kapiti and Horowhenua actually know about you.
TGR is at a point where you are building your own presence and reputation, on your own terms. The Wellington property management market is competitive, and now is exactly the right time to establish a consistent, strategic voice that reaches landlords directly. Social media has been managed in-house without a dedicated strategy. This plan changes that. Organic content builds the trust. Ads drive the enquiries. More targeted and more measurable than billboards or radio, and it goes directly to the landlords who need what TGR offers.
Every TGR client is supported by 2 dedicated property managers. This level of personal coverage is rare at TGR's scale, and it is barely mentioned publicly. Two sets of eyes on every property means calls get answered, maintenance gets sorted, and nothing falls through the cracks. This is the story that runs through all of your content and ads.
Not stiff or corporate. Not overly casual either. TGR is a large, professional operation that genuinely looks after its landlords. The content should feel like it comes from a team that knows their stuff and is proud of how they do it. Warm enough to be human. Credible enough to convert.
1,500 properties across 4 regions is not a small operation, but every single client still gets 2 dedicated property managers looking after them. That combination of scale and genuine personal service is rare in the Wellington market and it is what makes TGR worth switching to.
You told us what you do well. Here is how we turn that into content and ad copy that stops a landlord mid-scroll and makes them think "that is exactly what I need."
Each of TGR's strengths answers a real landlord fear: rent not paid on time, long vacancies, damage found too late, a PM who is impossible to reach. Every piece of content and every ad speaks to one of these fears and shows how TGR handles it differently. That is the messaging foundation everything else is built on.
Facebook and Instagram only, where Wellington landlords actually are. Three posts per week, each with a clear purpose: position TGR as the trusted expert, keep the asset front of mind, and give landlords a reason to stay on the page. We handle everything end to end.
The strategy session sets the direction: brand voice, content themes, key messages. After that, TGR does not need to lift a finger. We create, write, design and schedule everything. Monthly content calendar sent for approval before anything goes live.
TGR is already doing a lot of the right things: featuring the team, sharing testimonials, posting properties. That is a strong foundation. What we are adding is a consistent visual identity, copy that speaks directly to landlords, and a content strategy that gives each post a clear purpose. Every post becomes an opportunity to build trust with a landlord who might be watching for weeks before they ever reach out.
TGR is already sharing testimonials, which is exactly the right approach. The next step is leading with the specific result in each one: the days to re-tenant, the problem solved, the outcome delivered. A landlord scrolling their feed should be able to see the point of a post in two seconds. Proof content that leads with the result does that. Every testimonial becomes a reason to trust TGR, not just a nice thing someone said.
Example content
Tenancy law in NZ keeps changing, and most landlords struggle to keep up with what it means for them practically. TGR translating new rules and obligations into clear, simple posts positions you as the expert landlords turn to before they ever enquire. This is the content that gets saved, shared and remembered. It does not need to be exhaustive, just timely, relevant and written for a landlord who is busy and does not want to read a government website.
Example content
Available rental listings, re-tenanting results and property spotlights across all four regions. Keeps the page active and shows TGR's geographic reach. For landlords evaluating a new PM, seeing properties marketed consistently and professionally is a trust signal. The primary audience for listing content is tenants, but that audience matters to landlords: a PM with an active, engaged tenant following re-tenants faster.
Example content
TGR is already featuring the team, and that human element is what makes a page feel worth following. The next step is making sure each feature also does something for a landlord: showing who this person is, what they look after, and why they are good at it. A PM introduction that speaks to their experience and results builds the same warmth as a personal feature, while also answering the question every landlord has: who will be looking after my property?
Example content
TGR is already posting testimonials and team features. That is the right instinct. What we are doing is taking that foundation and giving it strategy, visual consistency, and copy that speaks directly to landlords. Here is what that upgrade looks like across each pillar.
Rotating feature on individual property managers. Who they are, how long they have been with TGR, what they love about the role. Puts a face to the team and builds familiarity with prospective landlords.
Real testimonials from TGR's existing landlord clients. A short quote, a result, a reason they stay. The most persuasive content you probably are not using enough.
Rather than spreading budget thin, we recommend two focused campaigns that work together. One builds TGR's brand with landlords who do not know you yet. One generates direct enquiries from landlords ready to act.
Management fee only, no lock-in. Ad spend: $500 per campaign ($1,000 total) in month 1, paid directly to Meta by TGR. We will review after month 1 and adjust from there based on what the data shows. Included: strategy call and full campaign setup, 2 ad sets with 3–4 creatives each, static and carousel formats, all ad copywriting and creative production, audience targeting and segmentation, weekly optimisation and budget management, lead tracking, and monthly performance report.
Many landlords across Wellington, Hutt Valley, Kapiti and Horowhenua have not yet come across TGR directly. This campaign puts the name, the scale and the team in front of them consistently. The goal is not the click. It is recognition. When they eventually get frustrated with their current PM, TGR is already familiar.
Format: Static and carousel ads. Carousel performs strongly in real estate awareness campaigns: multiple frames to communicate scale, team and point of difference without requiring a landing page visit.
Audience: Property owners across all four regions. Ages 35–65. Real estate and investment interest. Lookalike audience modelled on TGR's current landlord database.
Creative direction: TGR's numbers front and centre (1,500 properties, 24 PMs, 4 regions, every client with 2 dedicated PMs). Team imagery. Warm and professional, not corporate.
"Wellington's property management team that actually picks up the phone. Every client covered by 2 dedicated property managers. 1,350 landlords trust us with their asset."
Direct response campaign targeting landlords who are actively considering switching property managers or renting out a property for the first time. A free rental appraisal is the offer: low commitment, high value, easy yes.
Format: Lead gen ads (instant forms within Facebook/Instagram, no landing page required) and link ads driving to TGR's appraisal page. Lead ads consistently outperform link ads in NZ/AU property management for cost per enquiry.
Audience: Rental property owners comparing PMs. Higher household income. Website visitors. Retargeting anyone who engaged with Campaign 1: these are the warmest leads available and convert at significantly lower cost.
Creative direction: Speaks directly to landlord fears. Rent, vacancies, inspections, responsiveness. Short copy, strong headline, single clear call to action.
"Rent paid on time. Property looked after. Re-tenanted fast. That's the TGR standard. Book your free appraisal."
What each month is designed to achieve, what we deliver, and how we measure it.
Goal: Build brand recognition with Wellington landlords and generate the first wave of free appraisal enquiries.
Objective: Get both campaigns live and in front of the right audiences. Establish a baseline for cost per reach and cost per lead that we can improve on in month 2.
Deliverables: 2 live campaigns, 6–8 ad creatives across both, full audience setup including retargeting from page engagement and website visits, weekly optimisation, end-of-month performance report.
We are measuring: Reach, impressions, cost per 1,000 reached, link clicks, form starts, cost per lead.
Goal: Lower the cost per lead and increase the volume of free appraisal enquiries using the data from month 1.
Objective: Double down on the best-performing creatives and audiences. Layer in retargeting of warm audiences from Campaign 1. Pause what is not converting.
Deliverables: Refreshed creative where needed, updated audience sets, retargeting campaigns active, weekly optimisation, end-of-month performance report with month-on-month comparison.
We are measuring: Cost per lead, form completions, click-through rate, retargeting conversion rate.
Goal: Scale what is working and establish a repeatable system for ongoing landlord lead generation.
Objective: Eight weeks of data tells us exactly which messages and audiences convert for TGR. Scale the winners, refresh creative to prevent fatigue, and set up a sustainable paid strategy going into month 4 and beyond.
Deliverables: Scaled winning campaigns, new creative batch, full 90-day performance summary, recommended strategy and budget for month 4.
We are measuring: Total appraisal enquiries, cost per enquiry, cost per new client acquired, return on ad spend.
Before we lock the strategy in, here are the key things we need to cover in the session. These shape everything: the content direction, the ad targeting, and what we are building toward together.
More landlord enquiries, greater brand awareness across all four regions, positioning TGR as the go-to name in Wellington property management? What does the team want social media to be doing for the business over the next 6 to 12 months?
Switching from another PM? Self-managing and ready to hand over? First-time investor? Each responds to different messaging. The clearer we are on who we are talking to, the sharper the ads and content become.
Professional and authoritative, warm and approachable, or something in between? Are there any pages or brands, inside or outside property management, that feel like the right benchmark for how TGR should show up?
Fast re-tenanting times, long-term landlord relationships, specific cases where TGR went above and beyond. Real results are the most powerful content we can create, and we want to know what TGR has to draw on.
Existing team photos, property images, brand files, any testimonials or results you have on hand. The more we have from day one, the stronger the first month of content will be.
We will run a direct Meta lead form so landlords can enquire without leaving the platform, keeping the journey as simple as possible. The question is what we lead with: free rental appraisal, no-obligation chat, something else? What does TGR find converts best in person?
Any agencies we should be aware of in terms of targeting, messaging or positioning? Any suburbs or audiences that are off-limits for any reason?
Every piece of content is sent for approval before it is scheduled. We need one person at TGR as the sign-off point so the process stays simple and nothing sits waiting. Who is the right person for that, and what turnaround time works for the team?
The most powerful content we can create comes from what is actually happening on the ground: a property re-tenanted in record time, a landlord who has been with TGR for 10 years, a tricky situation handled well. The PMs have those stories every week. We are asking for one simple thing: a short email whenever something worth sharing happens. A quick highlight, a stat, a result. We take it from there and turn it into content. The more the team feeds us, the stronger every post becomes.
Logo files, brand colours, any brand guidelines TGR has. Also any existing team photos, property imagery and past content you are happy for us to draw on.
I have already sent through a request to access TGR's Facebook and Instagram pages. On the ad side, does TGR already have a Meta Business Manager and ad account set up? If not, we will need the team to create one and add us as a partner so we can get the campaigns running.
Once we have the brand assets and the answers from this session, we will put together the first 3-month content plan for TGR's approval. This maps out every post by pillar and theme so the team always knows what is coming. From there, we are ready to go live.
You have already built the business. 1,500 properties, 24 property managers, a team that actually delivers. Our job is to make sure the landlords who need TGR can find you, trust you, and choose you. Looking forward to building something the whole TGR team is proud of. 🫶