The HMO Roadmap
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Award winning founder Andy Graham's HMO education programme.
Services
Meta
Sector
Professional Services
Results
Sales + 165% YoY
Summary
The HMO Roadmap engaged us to support the growth of their educational platform, which helps property investors build, scale, and systemise their HMO portfolios to earn a sustainable income. Founded by award-winning personality Andy Graham, the business offers a comprehensive suite of resources, including on-demand training videos, expert mentorship, and access to a thriving community of over 10,000 HMO investors.
Our role was to help scale their educational business by driving new sign-ups to their flagship programme using targeted Meta advertising campaigns. The objective was to broaden their reach, attract aspiring and established HMO investors, and convert them into paying members of The HMO Roadmap platform.
Products like the HMO Roadmap are well suited to digital ad campaigns, utilising the platforms' educational aspects and opportunity to share complex messaging.
The Brief
The HMO Roadmap approached us to scale their educational platform by driving new sign-ups to their flagship programme. They sought to increase visibility among aspiring and experienced HMO investors, showcasing the value of their resources, mentorship, and community access. To achieve this, we devised a strategy leveraging data insights and targeted advertising to connect with their ideal audience.
We also ensured the campaigns synced up nicely with the brand's wider business content, ensuring a seamless user experience and retaining the authenticity of Andy's brand.
How did we help?
We began by using Google Analytics to analyse the existing customer profile and identify key characteristics of The HMO Roadmap's target audience. This included understanding demographic data, user behavior, and conversion pathways to refine our advertising approach.
Our strategy centered around targeted Meta advertising campaigns. These campaigns focused on two key angles:
Promotional Offer: Highlighting a time-limited 20% discount on The HMO Roadmap’s flagship program to drive urgency and conversions.
Lead Magnet: Promoting a free resource designed to attract potential customers, generate leads, and provide immediate value.
Meta
To achieve The HMO Roadmap's objectives, we leveraged Meta Ads as the primary channel for driving awareness, engagement, and conversions. Our approach focused on creating a streamlined, data-driven strategy to maximize results.
We began by auditing and cleaning up The HMO Roadmap’s Meta Ads account, ensuring it was well-organized and optimized for campaign success. This included setting up and configuring the Meta Pixel to enable accurate tracking and reliable attribution of campaign performance across customer touchpoints.
Using data provided by The HMO Roadmap, we built detailed audience segments aligned with their ideal customer profile. This included interest-based targeting, lookalike audiences derived from existing customers, and retargeting audiences to re-engage warm leads who had previously interacted with their content.
We conducted creative sessions with The HMO Roadmap team to brainstorm impactful messaging and visual approaches. The aim was to convey the value of their offerings while addressing the pain points and aspirations of their target audience. This resulted in a suite of compelling ad creatives tailored to each audience segment and campaign objective.
The Results
This year has been a standout, with subscriptions up 65% year-over-year, sales soaring by 165%, and achieving our biggest-ever month of revenue since launching. These milestones showcase the momentum and success of our efforts.
+65% YoY
Leads
+165% YoY
Sales
>1,000
Subscriptions
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After we started working with Taller, we had our biggest ever month of revenue since launching the product!
Andy Graham - Founder
A Word From The Team
Working with The HMO Roadmap was an exciting and rewarding challenge. Scaling a subscription-based brand required a deep understanding of buying psychology and crafting multiple campaign angles to address different stages of the customer journey.
We balanced urgency with value by promoting the 20% off offer alongside a free lead magnet, ensuring each angle highlighted the programme’s unique benefits. The key was aligning these approaches into a cohesive strategy that resonated with their audience.
The project’s success was a testament to the collaboration between our teams. Together, we overcame challenges and delivered a campaign that exceeded expectations, helping The HMO Roadmap grow its community and inspire more property investors.
