CASE STUDY
CrowdStreet changed the way people invest in real estate. We changed the way they invest in media.
Background
CrowdStreet is an award-winning online investing platform that gives individual investors access to invest directly into commercial real estate via crowdfunding. As the company closed the books on its final round of Series-C funding, CrowdStreet set its sights on growing its user base.
Media
- Paid Social
- Paid Search
Digital
- User Experience Design
- Insight & Analysis
Strategy
- Audience Design
- Test Planning
- Messaging Strategy
THE CHALLENGE
Grow Incremental Qualified Investor Leads
CrowdStreet faced similar growth challenges as many startups advertising in niche markets – acquiring small groups of highly qualified prospects can be costly and competitive. With a digital media approach historically centered around lead conversion objectives and retargeting, they found it difficult to scale these acquisition efforts efficiently.
We forged a partnership with CrowdStreet to help rebuild its marketing funnel and drive qualified investors to sign up for the platform.
THE SOLUTION
Media Buying Strategy Emphasizing Funnel-Based Targeting & Messaging
An optimized marketing funnel is a critical factor for sustainable business growth. Our focus was to build a proper full-funnel strategy designed to improve lead acquisition by evaluating, testing and improving the consumer journey across touchpoints. We focused on three primary objectives to drive CrowdStreet’s best lead month on record:
- Expand audiences to reach net-new qualified investors.
- Deploy a diverse mix of objectives to strengthen weak points in the customer journey.
- Lower the cost of acquiring leads through media.
THE SOLUTION
Personalized Landing Page Strategy Curbs Media Costs
We developed a web of new prospecting landing pages aimed at providing users with contextually relevant information during their consideration phase. Content was specifically designed to pair with high impact keywords and intent levels across paid search and paid social initiatives.
The improved user experience had an immediate impact on performance – increasing quality scores by 42% within one quarter, while reducing cost per clicks by ~40%.
RESULTS
205% Increase in Conversions
12% Decrease in Cost Per Conversion
42% Improved Quality Scores
Best Lead Generation Month on Record (Dec. '19)
- Tested media mix weightings toward initiatives that delivered the most incremental value
- Tested new audience segments and defined high-impact personas to find new incremental investors
- Tested funnel-based messaging strategy for better personalization
- Tested new media landing pages with relevant content tailored to each stage of the journey
