2020 - 2023
Shaping the future of Dutch prop-tech with 10+ offices
Bieden & Wonen is a Dutch prop-tech scale-up that focuses on selling residential houses. Unlike traditional broker offices, Bieden & Wonen has developed a digital tool through which buying parties may place bids, offering full transparency throughout the process.
Goal
Redesign Bieden & Wonen's value proposition while reshaping the product, making it future-proof for its rapid franchise expansion.
Leading KPI’s
- Customer Acquisition Cost
- # sales per month
- New Franchisee Offices
Results
- scaled from 3 to 10 franchise offices within 12 months
- designed a city-per-city marketing plan ready to implement for new franchisees
- a decrease in cost per lead (home-owners) of 50%
- guided the re-branding and re-design of the product
Approach
All great journeys begin with a plan, and this one was no exception. I initiated the growth journey with a marketing plan. Due to their services covering all of the Netherlands, investing in a solid SEO structure made sense. I also developed a new social media blueprint for consistency and recognizability, and experimented with different ad hooks and lead-gen campaigns. Conducting 25+ experiments involving various ads, landing pages, and channels resulted in a blueprint of marketing automations that could be replicated in every new region.
With this foundation set, it was time to critically evaluate our branding and its alignment with company values and ambitions. It was clear that a complete rebranding was in order, and I sourced an agency (Natwerk) and personally guide the re-branding process.
Throughout this journey, the importance of having great partners became increasingly apparent. By identifying opportunities with partner companies and setting up a fully automated lead-cross process, we realised 150% growth in leads, immediately.
Bieden & Wonen's service revolves around a unique tool they developed, which sets them apart from traditional real estate brokers. While they approach the industry as a craft, the digitalization of the selling process solved an important issue: trust. I guided a full UX overhaul to ensure usability and full transparency during the selling processs.
This two-year journey resulted in a growth from 3 to 10 franchise offices, despite market conditions not being in our favor. It just goes to show what can be achieved with a clear plan, solid partnerships, and a willingness to innovate.