Parents & Schools
Parents who will spend anything on their kids. Property for their child is an easy yes.
Parents who want to build generational wealth, reached either directly or through their children's schools. The emotional angle is strong -- every parent wants their child to have a better financial start.
They care about
Generational wealth, children's future, financial security, early starts
Entry investment
N24K – N200K
Sub-segments
2
Team assigned
3 people
Sub-Segments
Parents
Parents with disposable income who want to invest on behalf of their children. Not buying for themselves -- buying to give their kids a head start. The certificate with their child's name is emotionally powerful.
Schools
Premium schools as a channel to reach parents and students. Career days, financial literacy programs, PTA meetings, school newsletters. The school doesn't buy -- they connect you to parents who do.
How to Win Them
The Pitch
What if by the time your child graduates university, they already own a piece of real estate? Not because they worked for it, but because you started investing N10K-N50K a month into frags when they were 10. By 21, they have a portfolio generating rental income. That's the kind of head start most people wish they had. And it starts with just N24,000.
The Close Line
“If you could give your child one financial gift that grows over time, wouldn't property be at the top of the list? Let me show you how to start with their first frag today.”
Objections & How to Handle Them
“My child is too young to own investments.”
That's exactly the point -- the younger they start, the more time the investment has to grow. You buy in your name (or theirs) and transfer ownership when they're ready. Think of it as a 21st birthday gift that actually matters.
“Is this better than a savings account or education policy?”
A savings account earns 2-4% and loses to inflation. An education policy is locked and rigid. Frags give you real estate appreciation (15-25% in Lagos) plus monthly rental income. And your child actually OWNS something tangible.
“Can I really start that small?”
Yes. One frag costs as little as N24,000. Many parents start there and add monthly. N24K/month for 2 years = almost N600K in property. That's real ownership built gradually.
Where to Find Them
Offline
- Premium school gates (Greensprings, Chrisland, British International, Corona)
- PTA meetings and school open days
- Children's events and family-friendly venues
- School career days and financial literacy workshops
- Parenting conferences and workshops
- Shopping malls on weekends (The Palms, Ikeja City Mall)
Online
- Parenting WhatsApp groups and forums
- Facebook groups: 'Lagos Mums', 'Nigerian Parenting', school parent groups
- Instagram parenting influencer partnerships
- School newsletters (request ad space)
- Mommy blogs and parenting podcasts
Marketing vs Sales
Marketing (The Net)
The Net: Emotionally driven content about generational wealth and giving children a financial head start. Visual content showing a parent gifting their child a property certificate.
- Instagram/TikTok series: 'What if you gave your child property instead of just pocket money?'
- Partner with parenting influencers for authentic testimonials
- Create a 'Junior Investor' program with branded certificate templates
- Sponsor school financial literacy events
- Email campaign to school parent databases (with school partnership)
Assigned to
TBD - Marketing Lead
TBD - Content & Community
Sales (The Spear)
The Spear: Get into schools. Present at PTA meetings. Set up a table at school events. Parents are a captive audience at school gates -- use that 10-minute window wisely.
- Partner with 10 premium schools for financial literacy workshop access
- Set up information tables at school sports days and open days
- Present at PTA meetings: 'Building Your Child's First Property Portfolio'
- School gate outreach: flyers + QR code + 60-second pitch to parents at pickup
- Follow up with interested parents via WhatsApp with a personalized plan for their child
Assigned to
TBD - Field Sales B
The Numbers
50K
Reachable Population
60
Weekly Outreach
6
Responses (10%)
1
Conversions (2%)
₦100K
Avg Investment
₦7.5M
Weekly Revenue
Weekly Conversion Funnel
Outreach
Respond (10%)
Convert (2%)
₦7.5M
revenue/week