Solved: Property Management SaaS Platform Struggles with User Signups

Hi there,

Thanks for getting in touch. I'm happy to give you some initial thoughts and guidance on your current situation with your property management SaaS platform. I understand you're struggling to get those first ten paying customers despite running LinkedIn ads, and it's defintely frustrating when things don't kick off as planned.

We'll need to look at ad copy on LinkedIn...

Firstly, I'd say have a good hard look at your ad copy on LinkedIn. I see this so often, and it's a really common problem. "Property management SaaS platform" sounds very generic and corporate, and isn't necessarily going to catch anyone's eye. You've got to ask yourself, what problems do property managers actually face? It's much more effective to address these directly and make a personal and relatable message. Are they spending too much time on admin? Are they struggling to keep up with maintenance requests? Are they finding it hard to manage tenants? Things like that, they'll find that relatable.

Try and talk about those specific pain points, and then show them how your software solves those problems. Don't just list features. Talk to your audience, that's what they want to see. A lot of SaaS companies fall into the trap of focusing on features instead of benefits, and it can really hurt your conversion rates. I remember one software client whose ad copy focused on technical specs. After shifting the focus to the actual benefits for the user, sign ups increased significantly! It can be a simple change, but it makes a world of difference to their perspective.

I'd say you should analyse whether LinkedIn is the right platform for you...

Secondly, are you *sure* LinkedIn is the right place for your advertising spend? I've run quite a few campaigns for B2B SaaS companies, and I've often found that the best initial customers come from more niche platforms. It's worth bearing in mind. I know it's got that B2B targeting that looks great, but have you thought about where property managers actually hang out online when they're not "at work?" LinkedIn might be good for reaching them in a professional capacity, but what about the rest of the time?

Are there any industry forums or online communities they're part of? Are there any Facebook groups or other social media platforms where they discuss property management issues? Maybe you could try running ads there, instead. They might be more receptive in that type of environment. It could be that LinkedIn is too expensive for the same result. You may be sure you can't get signups with a better cost per conversion elsewhere. I'm not saying LinkedIn *can't* work, just don't put all your eggs in one basket without considering the alternatives!

You probably should optimise your landing page...

Make sure that your landing page is completely up to scratch, as well. I've seen some amazing ad campaigns fall flat because the landing page just wasn't up to par. It needs to be clear, concise, and persuasive. It should really highlight the benefits of your platform and make it as easy as possible for people to sign up. I like to use copywriters who specialise in SaaS landing pages, they just know how to hook people in.

If you're struggling to get signups, it might be worth A/B testing different versions of your landing page to see what works best. Change your headline, different images, a different call to action. It's amazing how much of a difference the slightest tweaks can make. If you get lots of clicks, but no conversions, that's a sign something on your page needs work. If it's not up to scratch and has design or copy issues, then you should look into getting some professional help from a freelancer. Don't waste money on advertising until you can turn traffic into sales!

You'll need to think about retargeting

Finally, I'd say, don't forget about retargeting. A lot of people won't sign up the first time they see your ad, so you need to keep reminding them you exist. Show ads to people who visited your website but didn't sign up. Target people who engaged with your ads on LinkedIn. Use retargeting to stay top of mind and increase your chances of converting them into paying customers. I've seen businesses pick up loads of users just by staying persistent through retargeting ads.

I find, retargeting is essential, especially for SaaS. People are busy, they get distracted, and they might just need a little nudge to get them over the line. We've had many clients come to us with great products but they just weren't doing any retargeting.

I've detailed my main recommendations for you below:

I really hope this helps you get those first ten paying customers for your property management SaaS platform. It can be tough in the early days, but with the right strategy and a bit of persistence, you'll get there!

One thing to consider - scaling a SaaS platform can be a real challenge, and it often requires specialist expertise. If you're finding it difficult to get the results you need, it might be worth considering getting some expert help. An agency with a proven track record in SaaS marketing can help you optimise your campaigns, improve your landing page, and get you in front of the right audience. We can help you get from 0-10 (or even 100) users. As an agency, we offer a free initial consultation where we review your strategy and account together which usually is super helpful and gives potential clients a taste of the expertise they'll see going into their project if they decide to work with us.

I remember one B2B software client saw a cost per lead of $22 using LinkedIn Ads. I've also worked with software companies where we achieved 4,622 registrations at $2.38 cost per registration using Meta Ads. These are the types of results that are possible with the right strategy and expertise.

Regards, Team @ Lukas Holschuh