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Scalable Sales & Marketing Strategy
Project Type
Go-to-Market
Date
Jan 2024
Impact
• 30% increase in lead-to-customer conversion rate in 90 days
• 2.5x improvement in ad ROI through funnel optimization
• Realtor referral channel contributed to 25%+ of new client acquisition
• Fully documented SOPs for sales, onboarding, and upselling
• CAC and LTV tracking dashboards enabled precise budget forecasting
• Established repeat revenue via upsells and retention campaigns
Role: Marketing and Sales Strategist (Advisory)
Industry: Home Services | Cleaning | B2C
Challenge
ZenTidy, a new entrant in the residential cleaning industry, faced a classic startup dilemma: How to generate predictable demand while building trust in a low-retention, high-churn market. The company lacked structured sales systems, consistent branding, and a scalable lead generation strategy.
Approach
• Market Positioning & Messaging:
Analyzed competitive offerings and crafted ZenTidy’s unique value proposition — balancing premium service positioning with affordability. Created client personas and mapped key emotional and functional pain points.
• Sales Funnel Development:
Built a clear and replicable sales funnel. This included Facebook lead ad forms, CRM automation through Zoho, and structured call-to-book systems that integrated with customer support.
• CAC Modeling & Forecasting:
Designed a customer acquisition cost (CAC) model that informed daily ad budgets and enabled goal-driven spend forecasting. Built custom dashboards to track CPL (Cost Per Lead), conversion rate, and customer LTV (lifetime value).
• Process Documentation:
Authored SOPs for lead handling, onboarding, and recurring service upsells — ensuring future hires could plug into a consistent engine.
• Relationship Strategy with Realtors:
Developed a real-world referral system targeting realtors as channel partners. The strategy allowed them to earn passive commissions for client referrals, tapping into a trusted network and boosting client conversion rates.
• Creative Strategy:
Directed content creation for social proof (testimonials, video walkthroughs), seasonal offers, and value-based education content across Instagram and email newsletters.
Outcome
• Increased lead conversion rate by 30% in under three months.
• Built a fully documented sales & marketing playbook for future scaling and franchising.
• Established predictable monthly revenue streams through repeat service upsells and referral campaigns.
• Improved ad ROI by 2.5x through better targeting and funnel optimization.
• Realtor channel now accounts for 25%+ of all new client acquisitions.
Learnings & Pivots
• Initial Failures: Early campaigns leaned too heavily on discounts, attracting price-sensitive customers who didn’t return.
• Strategic Shift: Pivoted toward emotional messaging and visual trust builders (e.g., • • branded uniforms, testimonials, real people stories) — leading to stronger brand affinity and retention.
• Learned the importance of offline relationships in traditionally online acquisition models — especially in trust-based services like home cleaning.