B2c marketing case #2—RE/MAX
Adding a personalized nurture experience to improve customer acquisition

Situation

The Canadian division of the real estate giant RE/MAX faced intensified competition from other real estate firms as well as real estate listing companies, such as Zillow and Redfin.

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The company was hampered by a legacy marketing automation platform that was difficult to use by the marketing staff.

Task

The company wanted to select a new email platform and transition from its legacy platform while also building out a personalzied nurture program to provide customized experiences for key target segments.

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What I did

After interviewing stakeholders, weighted selection criteria were determined for the new email platform; those critiera were applied to an extensive assessment of multiple email platforms that culled the finalist list to four, which the RE/MAX team used in making the final decision.

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In parallel, customer lifecycle journey maps were developed for each key target audience with a content strategy formulated to address what kind of information to provide during the nurture program, along with a strategy for updating the content and nurture program over time.

Those insights and content strategy were then applied to the development of a multi-touch customer acquisition nurture program as well as the creation of a subscription center so prospective and existing customers can adjust their preferences for personalized communications about new listings meeting their criteria and the kinds of personalized educational content that they receive.

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