[Read Part 1]
On this adventure to building Castle Lab, I learnt that a great marketer is the foundation of any start-up. We were new to business and there was fierce competition (real estate marketing is saturated — last time I checked Google Keywords, the Top of Page Bid was $22 for “real estate website”).
In the beginning, we didn’t really pay much attention to whether we were actually able to deliver the product — we thought we could do it without problems.
So the first step was marketing the product we didn’t have. And if you have no proof of work, you either pretend like you do or you simply bring price down until you find someone willing to take a chance on you. Therefore, we started selling custom websites for $400 when the same website, if not worse in design, was selling for $5,000 by companies like MyRealPage or Brixwork.
It felt terrible to know we had to start this low and pay ourselves about $11/hour divided between 3 co-founders. Without previous work experience, it was impossible selling our services at the market price. We knew however that underpricing ourselves was a short-term tactic to create buzz in Vancouver’s real estate marketing world where our unique designs would soon be noticed.
Additionally, a tactic we used consistently was running a program that, at night, scraped through online lists of real estate agents in Vancouver and passed out the information it found back into an Excel sheet in a structured way.
We underestimate the power of automation.
A week after we started running it, we had compiled 500 email addresses. We were already very happy about our trick (we honestly felt like hackers), but the best was yet to come…
We designed a website template of which the content changed based on whom it was sent to. For example, if we sent that website link to John Joe, the website header would display something like “Browse John Joe’s properties”.
We applied that same formula to all the other contacts we’d amassed using our web-crawling program and sent them a unique link to their website.
In other words, on a regular Monday morning, ‘Joe the Realtor’ received an email from us entitled ‘I did something for you’. When he opened it he found a bespoke website built to his name that was ready to be used.
Most people ignore the power of automation. The majority of realtors who received our email believed we put in tireless hours into building a website that we were allegedly giving them for free.
That honestly worked out to be one of our must successful marketing tactics. We sent out the first 30 emails and within 48 hours 17 people had clicked (56% click-through) and we received 9 replies, whereas the standard click-through rate for the creative industry is 0.7%. We closed our first two deals that same day.
Unsurprisingly, some of our first few clients did try to take advantage of us by asking for changes so regularly and over such a long period of time that we began losing money…
[To be Continued in Part 3]
I’m incredibly excited to share Leo’s experience with you as a fascinating insight into creative marketing and carving a space for yourself in a niche digital market.
The challenge was to produce a real estate brand that looked nothing like a real estate brand, while providing as much, if not more, information.
Check out Jerry, our first feature designer, and his journey to finding his passions.