Daisy Property Management
Comprehensive Marketing Strategy for PropTech startup
Objective
Daisy, a tech-driven condo and co-op management company, launched in July 2021 with the mission to revolutionize building management. Shortly after their launch, Daisy sought guidance to enhance their customer outreach and acquisition efforts, specifically targeting HOA board members—a challenging yet crucial demographic for their growth.
Our Insight
Targeting HOA board members, Daisy’s primary customer base, posed unique challenges due to the voluntary nature of their roles and the difficulty in identifying them. We recognized that engaging this elusive group required a deep understanding of their needs, behaviors, and preferences. By conducting extensive research and analysis, we developed detailed buyer personas to guide our strategy, focusing on the archetype of "Charles Smith, the Overworked Board President"—a tech-savvy professional constantly juggling multiple responsibilities.
The Idea
Our team crafted a comprehensive marketing strategy tailored to Daisy’s unique needs. We emphasized Daisy's tech-enabled, user-friendly platform, launching a social media campaign that likened its simplicity to everyday tasks like hailing an Uber or sending a text. To reach board members like Charles at every stage of the customer journey, we developed a multi-channel content strategy that included:
Thought Leadership Collaboration: We identified key influencers in the property management space for potential partnerships. Collaborating with these thought leaders to create content for social media, podcasts, and blogs would help Daisy gain exposure and build trust with their established audiences.
Gated Educational Content: We proposed the creation of targeted, long-form educational content, such as eBooks, designed to serve as lead magnets. Users would access these resources by submitting their contact information via targeted ads on platforms like Google and LinkedIn.
Results
The marketing strategy we developed provided Daisy with a clear roadmap for effectively engaging HOA board members and enhancing customer acquisition. By positioning Daisy as a convenient, tech-enabled solution, we aligned their messaging with the needs of their target audience. The multi-channel approach ensured that Daisy could reach and resonate with their audience at every touchpoint, setting the stage for sustained growth and brand recognition in the competitive PropTech landscape.