Challenge
Acquired by Zego in 2021, Mobile Doorman was an industry-leading creator of custom resident apps for multifamily communities across the United States. Their custom resident apps helped operators create a digital connection with their residents using a reliable, user-friendly tool that empowers them to live smarter. The apps helped property owners manage efficiently, improve retention, and boost their bottom line. Mobile Doorman came to us with the desire for a dynamic digital marketing strategy. Their marketing team required more bandwidth and expertise to assist their digital marketing efforts. Mobile Doorman’s goals included increasing marketing qualified leads for their sales team and transitioning from being primarily focused on sales to taking advantage of digital marketing. Before Mobile Doorman came to us they were trying to define their digital marketing strategy, and their internal marketing team—which consisted of one person—needed additional expertise.
Solution
Strategy and Analytics Reporting To start, we implemented an analytics reporting system for Mobile Doorman. We focused on creating weekly and monthly analytics reports so that their team would be able to directly track growth, as well as any improvements that needed to be made. Our reports include metrics such as website traffic sessions, bounce rate, cost per click, cost per acquisition, and qualified leads. Additionally, we developed a routine of weekly strategy calls and monthly strategy meetings to facilitate communication between our teams. Digital Ads Mobile Doorman wanted to attract potential customers and compete with competitors online by using digital ads. We collectively decided to test ads on Google Ads, Facebook, and LinkedIn. While testing, we discovered that the ROI for Mobile Doorman on Google Ads was much higher than on their LinkedIn and Facebook ads. After realizing this, we shifted their budget to Google Ads. We started developing the advertisements by completing keyword research, installing appropriate tags on their website, and by linking their HubSpot account. After these steps, we created and tested ads, extensions, and personas. Moreover, to help with Mobile Doorman’s digital ad strategy, we developed landing pages to test. Email Marketing The development of Mobile Doorman’s email marketing strategy was as equally important as the digital ad plan. Mobile Doorman had already collected a list of emails from web traffic, industry events, and conferences, but they were not utilizing these lists. In addition, we were able to help build the lists with contacts found through paid ads. Mobile Doorman’s email campaigns helped them reach users about novel product features, industry news, and upcoming conferences and events. When Mobile Doorman saw the positive impacts of their email marketing efforts, including receiving more qualified leads, they decided it was in their best interest to increase their marketing endeavors. Part of this included hiring another full-time member to their internal marketing team and expanding some of the strategies being implemented, such as email marketing. 97 Switch helps Mobile Doorman build for successful exit By focusing on attaining qualified leads, our services for Mobile Doorman helped contribute to their success as a B2B real estate software company and eventual merger with Proptech industry leader, Zego.
Results
The results from Mobile Doorman’s new ad strategy were almost instantaneous: site user traffic grew in our first full month working together by 41%. Along with an increase in website users in the first month, Mobile Doorman also generated about 50 unique leads on the site—a significant boost compared to previous numbers.
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