The Challenge
My mandate was to launch DealTap's new product and broadcast its product benefits in order to aggressively acquire a user base of real estate agents. During the process, three main challenges were identified:
DealTap is a new market entrant with little to no credibility
DealTap is not clearly differentiated in the electronic-signature space
40% of real estate agents are part timers that do very few deals a year
While profiling Ontario's 60,000 real estate agents, it was clear not all are the same. I focused on tech-savvy high-performing agents (~30% of base) who would be more receptive to DealTap’s value & pay for productivity software.
30% of agents do 75% of the deals
Source: RE Stats, Toronto Real Estate Board
With many competitive options, DealTap's brand looked outdated and messaging left prospects still asking "So, how are you different from...?". I redefined the value proposition so that customers can realize DealTap's immediate value in a frame of reference they understood.
colour scheme
Real Estate"
I extended the brand's approachable tone into the aesthetic of the new site. Layout was simple and airy which allowed core features to be easily digested in all responsive layouts. Call-to-action buttons were strategically placed where conversion was most likely to happen.
DealTap is a robust tool that solves problems most Realtors didn’t even know they had. I created short, high quality videos to effectively unravel how the product works in a real estate agent's day-to-day. When it came to DealTap, viewers across all channels simply "got it".
Ontario Realtors,
Meet Your New Power Tool
The Most Advanced
Contract Processing Platform
Deployed awareness-focused assets with tailored creative based on the medium (Facebook, Instagram, Email, Youtube, etc.). Strong brand strategy helped anchor communications with consistency throughout the multiple customer touch points. A limited-time pricing incentive created a sense of urgency for prospects to convert.
To kick-off the launch, we premiered DealTap at RealtorQuest® - Canada's largest real estate conference. Gold sponsorship secured maximum exposure to the 7,000+ attendees and allowed customers to engage with our product in a live setting.
Facebook Creative Refresh
By closely monitoring KPIs like click-through rates, conversions & overall CPA, I refreshed the creative to help improve DealTap's Facebook ad performance.
Streamlined Registration Process
After flagging the unusually high registration drop off rate, I noticed prospect were abandoning when they had to manually enter all their brokerage information. I optimized this page by connecting to a library of brokerage contact information so they could simply search for them and have it auto populate.
Results
576%
spike in direct website traffic
30%
above user aquisition targets
9k+
product video views, 10% higher than industry average
3.6x
ROI on Facebook ad spend
480k+
views on 7 Amazing Sales Presentation Examples featuring DealTap
325%
increase in social mentions
