How Homefront Brands Is Using Social Media To Attract Quality Leads

We asked Doug Poppen, Chief Marketing Officer for Homefront Brands, “What social media channels are you finding most effective for attracting quality leads?”

As a platform with a wide variety of property services companies, Homefront Brands must remain agile in all our franchise marketing efforts to connect and engage with the ideal franchisee prospect for each brand. The paid media landscape is evolving rapidly, so we are constantly evaluating the effectiveness and enhancing our mix of social media tactics.

Several of our brands have appeal to a broad spectrum of potential entrepreneurs, which presents unique opportunities and challenges relative to social media. We can reach prospects in both their professional and personal networks, using inbound tactics on LinkedIn while also engaging in related peer groups on Facebook. Also, we don’t limit ourselves to social “media,” but seek to connect with our prospects in relevant social communities online or off – directly or indirectly.

For example, one of the ways we overcome the challenge of marketing a brand that is financially viable for a broad audience is to tap into both the online and offline communities of professionals already working in the industry, many of whom do not hold an ownership interest with their employer. These individuals are actively working in our field of interest and can be open to alternative methods of career advancement through business ownership.

For our brands that are attractive ownership opportunities for a narrower audience, either through specialized skills or a higher level of investment, the selection of social media channel can be less vital than being able to tell a compelling story to prospects in that channel. Our ability to engage others through multiple creative communication methods to convey a vision is vital. We must pair the lead gen science with powerful creative.

Social media as a lead generation tool has evolved greatly over the past 3 to 4 years in a variety of ways. As marketers, we must anticipate there to be a similar degree of change in the years that follow, and thus always be innovating and testing new methods of attraction and engagement.