As the Manager, Marketing Operations & Strategy at Union Street Media, I championed an overhaul of our client-facing performance reporting. Ultimately, our clients (real estate agents and brokers) expect their digital marketing efforts to generate leads, but in an industry with a long purchase cycle, it is crucial to communicate to clients how their various digital efforts help move potential customers through the purchase funnel.
The goal: Educate and inform realtors on the effectiveness of their digital marketing efforts at each level of the purchase funnel.
For our marketing-saavy real estate clients, we also created a report that provides a reporting summary by channel, rather than funnel stage.
This reporting initiative and other customer experience improvements helped Union Street achieve a +90% customer retention rate in 2018.