The Unique Challenge
• Residential real estate SAAS company wanted to expand offerings from enterprise-only clients to an individual subscription model
• Existing messaging and creative strategy was optimized for large firms, not individual real estate professionals
• Required comprehensive market expansion strategy including paid media launch and CRM development for new customer segments with different needs, challenges, and decision-making processes
The Strategic Solution
• Conducted discovery process analyzing competitor landscape, value proposition, and customer journey mapping for new user segments
• Developed differentiated messaging framework positioning HouseCanary for individual professionals
• Led creative strategy for paid media launch targeting new subscription-based customer segments with tailored value propositions
• Led team of six to embed AI tools in every stage of creative process – from analysis to design – including AI-generated video production
• Designed integrated CRM strategy for cold contact nurturing based on paid media performance learnings and conversion optimization
• Created scalable creative assets and testing framework accommodating different subscription levels and pain points
• Implemented data-driven optimization approach ensuring continuous improvement across both paid media and CRM touchpoints
Measurable Impact
• Achieved 77% cost-per-acquisition decrease from $1,027 to $238 through AI-powered optimization
• Created six weeks of time savings through AI-integrated creative process enabling faster time-to-market and performance results
• Generated 3.1K individual subscribers and $314K in measurable subscription revenue in the first six months
• Accomplished 78% email open rates (4x benchmark), 3.65% click-through rate, and 32% response rate (6x benchmark) in cold-outreach CRM campaigns
Key Leadership Competencies
• AI integration leadership revolutionizing creative production efficiency and performance outcomes
• Market expansion strategy translating enterprise solutions for individual user segments
• Team leadership embedding emerging technologies across creative workflow for measurable business impact
