762 demo requests from a skeptical audience
The challenge they faced
A digital transaction management platform for real estate brokers was competing in a crowded market where prospects were often drawn to cheaper, less capable tools. It needed to explain what set it apart, but had published very little content on its own site.
The strategy we mapped
Its buyers were experienced realtors who could be skeptical of new technology, so the strategy centered on trust and on getting prospects to see the product in action. We built personas first, then made the product demo the single destination for nurture emails and new content, backed by social proof.
The solutions we executed
Nurture emails by brokerage size. We wrote email series for small and large brokerages, each leading to a demo request page.
A demo page that builds trust. The request-a-demo page combines social proof, the platform's benefits and a video from the founder and CEO.
A blog for brokers. We launched a blog with weekly posts on brokerage pain points, with testimonials built into the layout.
What changed after the engagement.
Between March and May 2018, the demo landing pages drew 6,217 visits and 762 demo requests. The program added 99 new contacts, contributed to 87 closed deals and influenced $51,650 in revenue in those three months.
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