Marketing Engagement Strategies
Flyhomes: Convering New Leads via Lifecycle Channels
As a Lifecycle Marketing Manager at Flyhomes, I led the effort to re-build their new lead onboarding lifecycle programs with remarkable results. Notably, the direct contribution to upper funnel conversions soared by a staggering 671% in comparison to the previous program. All while deploying 30% fewer overall communications. But the success of this project goes beyond just numbers; it's about redefining how we connect with our audience and drive them towards conversion.
Duration
3 months from brief to launch
Role
Lifecycle Marketing Manager
Team
Collaborated with a team of 6 across writers, designers, product leaders, sales, and market researchers
Key tools
Iterable, Adobe After Effects, Google Analytics for down funnel insights
The Challenge
Overhaul the Client Experience and Drive Stronger Impact
Flyhomes is a real estate mortgage and brokerage company offering innovative financial solutions for home buyers and sellers. For the past year, they have been experiencing the effects of a slow housing market due to increases in interest rates and low inventory. With new clients hesitant to move forward, they needed a program that was going to drive meetings with their agents regardless of the market.
The Journey
Putting the Client at the Forefront
I took ownership of building a new lead onboarding series to help clients intuitively understand why and how they can move forward through these market challenges. Starting by acknowledging gaps in the existing strategy:
Content strategy should be geared towards directly addressing known client pain points
Content strategy and segmentation should be tailored to the client's individual market, product preference, or persona
Sequencing and cadence need to be aligned with sales outreach
Design and messaging should be consistent and optimized
Channel strategy should leverage a multi-channel approach
Messaging claims should be relatable and valuable in the current market environment
Call-to-actions need clarity, urgency, an a strong value proposition
With a solid understanding of the current series performance, we created KPIs in alignment with key stakeholders (Product, Sales, Brand, User Research, Analytics). This kicked off our content creation process and built a structure for the new series. At this phase, User Research and client testimonials were critical to identifying pain points and mapping out every touchpoint as an obvious value for the client in the way of product or process education. With clear high-value actions mapped to each campaign and a cadence built with the sales team's outreach, we were ready to launch our 8 part series!
The Impact
The Power of Onboarding
As a result, Lifecycle's direct contribution to upper funnel conversions increased 871% compared to the previous program while deploying 30% fewer overall communications. This marked historic-best program efficiency for Flyhomes.
An interesting experiment from the launch proved only 3.67% of leads would convert if they didn't receive an email, this jumps to 8.2% if they open at least 2 emails, and peaks at 12.3% if they open at least 6 emails - signifying the direct impact our new program had in influencing clients to move forward.
