Client: Piñata, a renter rewards and credit-building platform used by renters and rental operators across the United States.
Service: Paid social lead generation (Facebook and Instagram) with manual qualification and appointment setting.
Market: United States.
What Piñata needed
Piñata helps renters earn rewards for paying rent on time, build credit and access partner perks. For property managers and landlords, the platform raises tenant retention, reduces late payments and adds a new revenue stream to a resident benefits package.
The people who buy that are hard to reach at scale. Piñata asked us for qualified conversations with property managers and landlords running real portfolios — ideally 250 to 500 units, up to 5,000 — and a target of 7 booked appointments with decision-makers who actually control resident benefit programs.
Who we targeted
- Multi-family property managers
- Student housing and university accommodation operators
- Off-campus housing providers
- Landlords already offering resident benefit packages
- Operators looking for rent reporting, loyalty rewards and fraud reduction
Inside those companies we went after property managers, portfolio managers, directors of leasing, community managers and landlords with multi-property portfolios — not marketing generalists, and not anyone below the level where a resident benefits decision gets made.
How the campaign ran
This was a structured Meta Ads campaign across Facebook and Instagram, built and run by our team:
- Creative designed specifically for property managers, not renters
- Benefits-led messaging: retention, late payments, new revenue
- Behavioural and demographic targeting, plus interest groups and lookalike audiences tested against each other
- Continuous optimisation of cost per lead
- Every lead qualified and filtered by hand, then followed up manually
- Prioritisation by unit count and job title, so the best-fit operators reached a calendar first
The goal was never form fills. It was appointment-ready leads.
Results
- 8 qualified leads generated from the campaign
- 6 of those leads gave strong positive feedback on the offer
- 4 appointments booked against an original target of 7, with 3 or more prospects still in active conversation
- High engagement and strong relevance to Piñata’s offering
The campaign was on track to pass the original appointment goal, and Piñata continued on an ongoing retainer — the strongest signal a paid campaign can give you. They pointed to lead quality, targeting accuracy, campaign consistency, transparent reporting and a clear return from the meetings that were booked.
Why it worked
Two reasons. First, the targeting was built around a unit-count sweet spot rather than a generic property audience, so the leads that came through were operators large enough to matter and small enough to move quickly. Second, nothing was left to automation at the end — a human read every lead, ranked it and followed it up.
If you sell to property managers
Proptech platforms, rental management software and resident benefit providers all run into the same wall: the buyer is not sitting on a lead list. We build the audience, run the ads and qualify by hand.
See our property management lead generation and B2B appointment setting services, browse more case studies, or book a call with our US team.
