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The Value of Gated Content for Letting Agents

21 June 2021 Julie Davidson Read time: 2 min
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Julie Davidson

Living in a world where we can access information without giving anything up is great, especially with so many online resources available. But every now and then, we want to enjoy an exclusive piece of content where it feels like not just anybody can gain access. Enter gated content, a way for your letting agency to make potential clients feel valued while gaining insightful lead details from them. But how does gated content work, and is it the right marketing method for your agency? 

What is gated content?

Gated content involves you giving potential clients valuable information in exchange for their name, email address or other contact information. The type of content can vary, but it’s usually in the form of longer content like reports, product demos (online property management) and case studies.

Essentially, gated content is used as a lead generation tool and asks a prospect to hand over specific information for content. Around 80% of B2B content is gated, though it’s not as common a theme in the B2C world. 

What’s the difference between gated content and a paywall?

It’s easy to get gated content and paywalls mixed up, but they’re not the same. A paywall usually requires the customer to part with money in exchange for a piece of content. A growing number of papers are reverting to paywall status online, such as The Times and The Telegraph. 

Gated content, on the other hand, doesn’t require you to spend with any money. Most content marketers who create gated content ask for an email address so they can reach out to sell that contact a product or service. In the world of letting agents, that would include you reaching out to landlords with the hope of getting them to instruct you on their property. 

Why is it good for letting agents?

Gated content can be a powerful tool for letting agents as it allows you to get potential contact details for landlords. By providing them with valuable content, you can get their contact information and reach out on a more personal level. 

If a landlord is willing to part with their email address to read or watch your content, then there’s a stronger chance that they might have a conversation about listing their property with you. While contact details from gated content don’t qualify as a hard lead, they are warmer than if you were to reach out without any previous communication.  

Pros and cons of gated content

Pros

  • Increased lead generation
  • Can lead to more instructions
  • Gives you more analytics and insights about landlords
  • Allows for email list segmentation

Cons

  • Fewer page views and traffic
  • Zero SEO benefit or boost
  • The form deters people from downloading content
  • Not as much brand visibility.

Different types of gated content

  • Ebook/white papers
  • Infographics
  • Case studies
  • Videos
  • Templates
  • Webinars

What sort of content should a letting agent create? 

All of the above. Essentially, you want to try as many methods as possible to find a winning strategy with your gated content. A report/white paper is always a good starting point, however. 

Think about writing a report that takes a detailed look at the rental landscape in your local patch, including information about yields and capital gains, as well as the general condition of the market. This is the type of content landlords will find valuable and may be more willing to provide their email address to gain access. 

Webinars with landlord tips can also be a huge winner, especially if you’re providing them with important information that can help – be it tax advice or how to manage their property. 

Unlock the gates

Using gated content can help you acquire more landlords as long as it provides valuable information they can act on. If you’re committed to creating a great piece of content with tons of information, then making it gated could be the right way to win more landlords and enhance your agency's profile as thought leaders. 

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