Channels, what's executable now vs. needs setup, attribution, and budget. Pulled from Tuesday's marketing plan meeting; revisit weekly with Tizi.
Quarterly drop to ~430 unmasked board presidents and treasurers at competitor-managed associations.
Smaller targeted drop to treasurers. Different angle: financial controls + transparent reporting.
Top 10 Tallahassee title firms. Personal email + bookmark to estoppel-ordering page. Recurring estoppel volume = recurring revenue.
2 long-form articles per month on Florida HOA topics. Targets money keywords from §VII of the manual: "estoppel Tallahassee", "FNMA 1076 Florida", "switching HOA managers", reserve study deadlines.
Weekly post, photo refreshes, review-request automation. Goal: 50+ reviews ≥ 4.7 in 12 months. Currently most local competitors have under 20.
Free quarterly newsletter: "5 things every Florida HOA board should review this quarter." Pure value, no pitch. Trust over time. Sent via Resend.
Tightly-targeted: "HOA management Tallahassee", "condo management Tallahassee", "switching HOA manager". Geofence Leon County. ~$30/day cap.
Tallahassee Board of REALTORS membership + agent-friendly closing packet. Builds inbound estoppel + new-board referrals.
Targeting "HOA board member" demographic. Test in Q3 once direct-mail performance is benchmarked.
Tallahassee Real Estate-style shows. Easy yes for guests; valuable backlinks. Schedule 1 per month starting Q3.
Tallahassee Chamber and FL Community Association Professionals. ~$1,500/yr combined. Brand legitimacy + backlinks.
New construction (Welaunee, SouthWood expansion). Capture management contract at turnover. Long sales cycle but high LTV.
Direct mail = unique 850 phone number per drop. Email = UTM tags + GA4 conversion. SEO = Search Console + GA4 organic. Google Ads = native conversion tracking. Title-company referrals = bookmark URL with ?ref=tc.
3 net-new boards from outbound · 50+ Google reviews ≥ 4.7 stars · 25% increase in estoppel volume · 1 inbound proposal per week from organic search · < $1,500 cost-per-board-acquisition.
Direct mail $400 · Google Ads $900 · Resend $50 · Memberships (TBR, FCAP, Chamber) $200/mo amortized · Sponsorships $200/mo amortized · Tools (call-tracking, GA4) $150 · Content ($500 retainer or in-house) · Total: $2,400/mo.
