Audience Town achieved 300% revenue growth during a lockdown. CRO, John Peragine, shares how!
Audience Town has built the first advertising technology platform for real estate, moving companies, and home marketers looking to drive qualified leads.
In order for real estate and home marketers to find their most valuable consumers and Teaching reps on how to become masters of Zoom required them to learn three things:
Learning how to use the tools so they wouldn’t run into technical difficulties anymore.
Coming prepared to each meeting with the necessary research to serve their clients.
Be respectful of their clients' times by preparing shorter and more prescriptive presentations. activate them across digital marketing channels, they need to deliver relevant property ads that match the audience’s lifestyle, budget, and dreams.
Audience Town makes it easy and affordable for real estate and home marketers to reach real estate audiences on the web by bringing the highest-quality, enhanced data and digital media solutions.
Like many companies in the real estate industry, Audience Town relied on in-person meetings as the main way to get new customers.
But, because of lockdowns, they could not meet clients in person anymore.
Even worse, their customers could not show available properties.
For 2020, They set out to generate three times more revenue than they did in 2019, despite the fact that:
- They couldn’t meet their clients in person.
- Their clients would struggle to get customers.
1. Reach out to discover a need in the market
When reaching out to customers and prospects, the sales team discovered a need in the market: Real estate agents and home builders were not able to show available properties anymore.
So Audience Town decided to come up with a way to bring sight, sound, and motion to potential home buyers through virtual tours.
This way, they could experience the available properties on streaming TVs from their own living rooms.
2. Turn that need into an opportunity
After the sales team discovered the need in the market, they brought that information back to Greg, their Chief Product Officer. He and his team of engineers turned that need into an opportunity.
They were able to bring two new products to the market in a week's time:
- Connected TV campaigns that can run premium video advertisements for highly segmented audiences
- Virtual Tours that allow potential buyers to virtually view properties while social distancing.
3. Solve your client’s short term challenges and win long term
In Q1 and Q2, pipeline slowed down but Audience Town knew that it wasn’t forever.
They needed to offer their clients a tool they could use to understand their customers better. So when things picked back up, they could use that information in marketing campaigns.
For this purpose, they released a website analysis report, which presented the behavioral and psychographic information marketers want to know about their consumers.
4. Build trust in a virtual world through customer service
Customers in this industry are used to doing business with vendors after building a bond with them through dinners and other events.
But with lockdowns in place, they needed to build trust in a different way. So, they doubled down on their sales and customer service to make sure that there were no hiccups in any of the campaigns that they were running.
5. Turn your sales reps into masters of Zoom
Teaching reps on how to become masters of Zoom required them to learn three things:
1. Learning how to use the tools so they wouldn’t run into technical difficulties anymore.
2. Coming prepared to each meeting with the necessary research to serve their clients.
3. Be respectful of their clients' times by preparing shorter and more prescriptive presentations.
They achieved 300% revenue growth in 2020 with record scores in Q2 and Q3.
John’s advice for other sales leaders
John advice focused on three things:
1. Invest in your team and the tools: They need to have everything at their fingertips and become masters of the technology that they're using to engage with clients.
2. Understand that clients' availability windows are reduced because they're at home: All client-facing employees need to learn how to be respectful of their client’s time. You do that by coming prepared to meetings with diagnoses, prescriptions, and solutions of what you believe their business is today.
3. Think of ways to provide unique value to your clients, even if that puts short-term revenue at risk: Always keep the long-term vision of how to make clients move from thinking on short-term goals to focusing on long-term strategy. This way they will become life-long clients and the business becomes repeatable because you're providing a unique value, they can’t get anywhere else.