The Resistance Playbook: Operation Landlord Retention

Mission Objective:

Disrupt corporate landlord dominance by rallying local landlords to your side. Win hearts and minds through strategic information drops, targeted communications, and human connection. Build a loyal resistance network of landlords who value independence, localism, and personal service.

Operation Overview – The Resistance Model

You are not farming. You are leading an insurgency
- Educate landlords to think independently.
- Weaponise local knowledge.
- Create propaganda that enlightens and empowers.
- Build a covert network of landlord allies.
- Undermine corporate agents’ sterile, centralised control.

 

Know Your Targets – Landlord Intelligence Profiles

ACCIDENTAL – Fell into landlording, overwhelmed, unsure of rules
  “You shouldn’t have to be a legal expert to let a home.”

MICROPORTFOLIO – 1–3 properties, time-poor, resents agent fees
  “Get the returns without the grind.”

RETIRED VETERAN – Long-time landlord, wary of new regulations
  “Protect your legacy. Stay compliant, stay in control.”

DISILLUSIONED CLIENT – Using corporate agent, frustrated by bureaucracy
  “You deserve a human, not a helpdesk.”

NEW RECRUIT – Exploring buy-to-let, unsure where to start
  “Invest smart. Avoid rookie mistakes.”

Tactics & Tools – Resistance Communication Channels

1. Intelligence Broadcasts (Content Marketing) - Weekly articles as “Truth Dispatches”...
2. Resistance Radio (Video Strategy) - Weekly broadcasts...
3. Underground Leaflets (Direct Mail Campaigns) - Monthly tactical briefings mailed to target landlords...
4. The Resistance Cell (Local Landlord Network) - Create [Town Name] Landlord Resistance HQ group...

Recruitment & Nurture Campaigns

Use email, phone, and events to convert leads into loyal landlord allies.

Victory Conditions – KPIs to Track

Awareness: New contacts, group members, email opt-ins
Engagement: Video views, post comments, email open rates
Recruitment: Appraisal requests, valuation calls booked
Loyalty: Retained landlords, referrals, event attendance

90-Day Campaign Plan – Phase One: Local Resistance Build-Up

Week 1–2: Launch Dispatches, create ‘Resistance HQ group’
Week 3–4: Direct mail to key landlord postcodes
Week 5–6: Live Q&A, publish case study video
Week 7–8: Send Survival Email Series, follow up
Week 9–12: Host webinar, offer strategy calls

‘Special Ops’ Tip – AI as Your Resistance Toolkit

Use AI tools to ghostwrite, repurpose, and automate landlord engagement tasks.

Final Note

You are not a faceless agent. You are a local ally in a national war for housing independence.

• Your weapon is knowledge.

• Your strategy is connection.

• Your victory is decentralisation.

 

And then there is prospecting for Tenants -
Of course we also have to attract prospective tenants and perhaps the shop window, Zoopla and Rightmove is becoming redundant with the advancement of AI at a fraction of the cost.

Check out ModelProp | trusted property ai for an example of this. Look now as the other portals are likely to disappear over the next 3 years.

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Keep checking our 'insight' page for more ideas on marketing your agency!