RealtyShares is a real estate crowdfunding marketplace for individual and institutional investors. Through RealtyShares, investors can purchase shares in residential and commercial real estate properties. These shares are offered by real estate operators who are looking to quickly access capital for their projects. Investors can browse investment opportunities around the country and invest in deals with as little as $5,000.
Goal
Lower customer acquisition costs
Business situation
RealtyShares customer base is comprised of individuals and business entities on both sides of the real estate and development transaction. Marketing to both investors and real estate operators means that their customer bases do not convert easily on a single homepage and under a single message. Simultaneously messaging to both audiences doubled both the marketing spend and the engineering team’s workload, as well as impeded their lead generation efforts.
RealtyShares needed a post-click solution that would allow them to deploy and A/B test post-click landing pages that addressed their dual audiences and direct them down the correct funnels. They needed a platform in which they could work directly, rather than depend on the company’s limited and taxed engineering resources.
Scaling and localizing Google Ads (formerly AdWords) campaigns
RealtyShares began creating, publishing, and managing their digital campaigns within Instapage — immediately freeing engineering resources to tackle other high-value projects. In a matter of days, the marketing team created 22 SEM campaigns, deployed numerous post-click landing pages based on their Google Ads campaigns for local real estate markets, and doubled their conversion rate.
Accessing an untapped market
RealtyShares had never targeted the lucrative real estate brokers market. With Instapage, the marketing team was able to create personalized digital advertising campaigns that addressed this untapped market. Their customer acquisition efforts in this third segment increased leads in their database by 571%.
Results
With 96 published page experiences personalized for each market segment, RealtyShares:
- Doubled their conversion rate, which cut their cost per customer acquisition in half
- Increased their lead database by 571%
- Saved an estimated $190,000 annually by not hiring additional team members
Summation
After moving their sign-up flows from the general website to Instapage post-click landing pages, RealtyShares has cut their acquisition costs by half. RealtyShares has also been able to work more efficiently by not having to utilize engineering and developer resources, resulting in an estimated $190,000 saved annually.
Instapage is at the core of all of our marketing campaigns.
We run a lot of paid campaigns at RealtyShares. Instapage allows us to test new post-click landing pages, which has lowered our customer acquisition across the board.