A Powerful & Customizable Real Estate Marketing Strategy (FREE)

A comprehensive real estate marketing strategy, covering the entire sales funnel and all digital marketing channels. Designed to you get more traffic and customers for your real estate business.
Prepared by: Eduardo Yi
Created on: March 5, 2025
Your Strategy
Primary Item (H2)
Primary Item (H2)

The Sales Funnel

The sales funnel is a visual way to understand the journey your customers take, from first discovering your business to eventually making a purchase. Imagine it like a funnel shape: at the top, many people might learn about your business, but fewer move down to become actual buyers.

Optimizing your entire sales funnel, you're able to increase the number of people who move smoothly from interested browsers to loyal, paying customers.

It helps ensure every part of your business—from your website to your follow-up emails—is designed to guide people toward buying. The clearer this pathway, the easier it is to boost your sales and grow your business.

The marketing plan below includes dozens of marketing ideas and tactics to optimize your entire sales funnel.

Your Target Personas

A target persona is a fictional representation of your ideal customer, created by researching and understanding the behaviors, needs, and preferences of people most likely to buy your products or services.

Think of it as drawing a detailed portrait of your best customer, including details like their age, interests, job, daily habits, and the challenges they face.

By visualizing this customer, you're better able to understand what motivates them, how to communicate effectively, and how to reach them through your marketing efforts.

Rather than trying to appeal to everyone—which can lead to wasted resources and ineffective marketing—you can specifically tailor your messages to resonate deeply with the people most likely to become loyal customers.
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Your Target Persona #1: First-time Fiona
Age: 30 | Education: Bachelor's in Communications | Occupation: Marketing Coordinator in a tech startup
"I'm overwhelmed by the home-buying process. I don't know where to start, and I'm afraid of being taken advantage of as a novice buyer."
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Visible Goals
These are the goals your target persona would tell you about.
Find my first home within budget
Understand mortgage options available
Get expert help through the buying process
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True Goals
These are the real things they want to achieve.
"I want to feel secure and proud of owning my own space"
"If I buy a home, I’ll be starting my journey toward financial independence"
"I need someone to guide me so I don't make a costly mistake"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I think I can't afford a real estate agent since I have a limited budget"
"What if the agent doesn’t understand my unique needs as a first-time buyer?"
"I'm scared of hidden fees that could blow my budget"
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Answer to Objections
These are your product's answers to your target persona's doubts.
Many agents work on commission, so you only pay when you buy, which can fit your budget
We specialize in helping first-time buyers and will tailor our approach to your specific needs
We provide a transparent fee structure upfront, so you’ll always know what to expect
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Buying my first home felt like a huge leap, but with expert help, it became manageable. I now have a place of my own, and I feel proud to have made a smart financial decision."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.
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Your Target Persona #2: Investing Ivan
Age: 45 | Education: Master's in Finance | Occupation: Financial Analyst at a large corporation
"I'm struggling to find high-quality investment properties that promise good returns. I worry that I might miss out on opportunities because of my busy schedule."
🥅
Visible Goals
These are the goals your target persona would tell you about.
Acquire three rental properties in the next year
Maximize returns on real estate investments
Understand market trends to make informed decisions
👀
True Goals
These are the real things they want to achieve.
"I want to build generational wealth for my family through real estate"
"If I invest wisely, I can secure a comfortable retirement"
"I need to ensure that my investments are sound and provide passive income"
🙅‍♂️
Purchasing Objections
These are your target persona's doubts about your product.
"I doubt that agents will prioritize my interests; I’ve heard they push their own listings"
"Will the commission fees cut too much into my profits?"
"I've had bad experiences with agents in the past and don’t want more disappointment"
👍
Answer to Objections
These are your product's answers to your target persona's doubts.
Our agency focuses on maximizing investor satisfaction through tailored services
Our commission is competitive, and we provide guidance on investment analysis to ensure your profitability
We have a track record of satisfied investors who received exceptional service and support
✨
Transformation
In your target persona's own words, here's how your product has improved their life.
"Partnering with the right agency transformed my investment strategy. I now confidently acquire lucrative properties and strategically manage my portfolio to secure future wealth."
How to use this information: You should think about your target persona every time you're working on any marketing campaign. Your landing pages, blog posts, social posts, ads, videos, email copy, new products, should all be targeted at your target persona.

Top of the Funnel

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Your Goal at the Top of the Funnel: Awareness
At this stage of the funnel, your marketing persona isn't aware of your product and isn't even necessarily looking for a product. They just know they have a problem. Your objective at the top of the funnel is for them to be aware of your business by providing value (without trying to get them to buy right away.)
New visitors to website
Total views on Instagram
Engagement rate on blog posts
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Content Marketing
Content marketing is all about creating the assets you'll promote and optimize on through the different marketing channels (SEO, social media, email marketing, and ads.) At the top of the funnel, you're creating your mass-market content, aimed to attract as many people as possible.
Content ideas:
Blog post: '5 Essential Steps for First-Time Homebuyers in Urban Areas' targeting First-time Fiona
Infographic: 'Real Estate Investment 101' appealing to Investing Ivan
Video series: 'Understanding the Home Buying Process' to relieve fears of first-time buyers like Fiona
Podcast episode: 'Market Trends and Investment Opportunities' to attract Ivan
Webinar: 'Navigating Your First Home Purchase Without Stress' for first-time buyers like Fiona
Social media campaign: 'Day in the Life of an Agent' to show transparency and build trust with both personas
What to measure:
Page views on blog posts
Infographic shares on social media
Number of webinar registrations
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SEO
With SEO, you can get your content to rank on the top of search engines for the keywords that your marketing persona is typing into Google. At the top of the funnel, the keywords you'll target will likely have a higher search volume and will be harder to rank for.
Keyword ideas:
Keywords: 'first-time homebuyer guide', 'best neighborhoods for new buyers', 'real estate investment strategies', 'how to start investing in real estate', 'home buying tips for millennials', 'current urban market trends', 'first-time mortgage options', 'property investment for beginners', 'affordable housing options', 'understanding real estate commissions'
What to measure:
Organic traffic
Keyword rankings for targeted phrases
Backlinks gained from content shared
🎯
Paid Advertising
When it comes to ads, targeting is probably the most important predictor of a winning campaign (closely followed by ad creatives.) At the top of the funnel, you'll be looking for brand new audiences who have never heard about your company — these are called "Prospecting" campaigns.
Target audience ideas:
[Prospecting] Facebook Ads: Target audience of ages 25-35 interested in home buying, specifically first-time homeowners
[Prospecting] Google Ads: Keywords related to 'investing in real estate for beginners'
[Prospecting] YouTube Ads: Target viewers looking for home buying tips
[Retargeting] Facebook Ads: Visitors who viewed home buying guides on the website but have not yet signed up for newsletters
[Retargeting] Google Ads: Users who searched for real estate agents recently
What to measure:
Click-through rate (CTR)
CPC (Cost per click)
Impressions of ads
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Social Media
The hardest part about doing social media as a brand/business, is that you should look to not behave like just another business on social media. Your social media content should be native to each channel in tone, format, and style. Because of its mass usage, social media is perfect for top of the funnel content.
Social media campaign ideas:
Instagram series: 'Spotlight on Local Neighborhoods' showcasing vibrant community aspects for potential homebuyers
Facebook Q&A session: Answer questions live about the home buying process aimed at first-time buyers
Twitter poll: 'What’s most important to you in a property?' to engage potential clients like Fiona and Ivan
LinkedIn article: '10 Ways Real Estate Can Build Your Wealth' directed toward investors like Ivan
Social listening: Monitor mentions of first-time home buying and investment topics to engage with users directly
What to measure:
Engagement rate on posts
Follower growth rate
Mention and interaction count on brand-related discussions
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Marketing Experiments
For whatever campaign you launch, there will always be room for improvement. It's a good idea to pick a few experiments ideas and launch split tests designed to improve your most important metrics.
Experiment ideas:
A/B test different headlines for blog post sign-ups focused on home buying
Experiment with different layouts for homepage targeted content for first-time buyers
Test varying blog formats (video vs. text) to capture more leads
Evaluate the effectiveness of different call-to-action buttons in blog posts
Analyze visitor flow from social media to landing pages for improvement opportunities
What to measure:
Conversion rate on landing pages
Bounce rate from blog posts
Time spent on page for new visitors

Middle of the Funnel

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Your Goal at the Middle of the Funnel: Consideration
At this stage of the funnel, your marketing persona is aware of your product but isn't ready to purchase. They are still doing research and comparing your solution against competitors. This is the time to build trust by giving them more information and provide answers to questions they might have. Your main objective at the middle of the funnel is to turn a stranger into a lead.
Email sign-up conversion rate
Average time spent on resource pages
Number of returning visitors
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Content Marketing
The content you'll create for the middle of the funnel is typically called a "lead magnet." This is usually a free (or very cheap) piece of content that you'll offer to your marketing persona in exchange for their contact information (e.g. email address or phone number.)
Content ideas:
E-book: 'Your Complete Guide to Buying Your First Home' specifically designed for First-time Fiona
Webinar: 'Understanding Mortgage Options for First-Time Buyers' tailored for Fiona's specific concerns
Case study: 'How Investing Ivan Built His Real Estate Portfolio' showcasing successful investment strategies
Blog series: 'The Pros and Cons of Various Property Types' aimed at both personas to provide deep insights
Video interview with a satisfied client discussing their first home purchase journey and how they overcame challenges
FAQ section on the website tailored to first-time buyers and investors answering common concerns and questions
What to measure:
E-book downloads
Webinar attendance rates
Engagement rate on case studies
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SEO
At the middle of the funnel, your marketing persona is likely specifically searching for information about the solutions to their problem (without looking into any specific product, yet.) These keywords are considered to have "higher intent" (aka, more valuable) than the ones at the top of the funnel, but they will have smaller search volumes.
Keyword ideas:
Keywords: 'mortgage options for first-time buyers', 'investing in rental properties', 'real estate guides for beginners', 'how to avoid common buying mistakes', 'urban real estate market insights', 'financial benefits of homeownership', 'property investment analysis techniques', 'first-time homebuyer incentives', 'how to sell your first home', 'best practices for property management'
What to measure:
Qualified organic leads
Organic traffic growth
Ranking improvements for focus keywords
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Paid Advertising
At the middle of the funnel, your paid advertising campaigns will zoom into people who are already aware of your brand somehow, but haven't yet become leads. "Remarketing" campaigns are great for this (although, you might also sometimes experiment with prospecting campaigns that try to convert strangers to leads right away.)
Target audience ideas:
[Prospecting] Google Ads: Targeting 'first-time homebuyer assistance programs' and keywords relevant to Fiona's needs
[Prospecting] Facebook Ads: Audience of individuals aged 30-50 interested in real estate investment-focused content for Ivan
[Retargeting] YouTube Ads: Audiences who attended previous webinars or downloaded resources, encouraging them to explore services further
[Retargeting] Facebook Ads: Visitors who engaged with case studies but did not sign up for newsletters
[Remarketing] Google Ads: Users who have visited property listings but didn't book a consultation
What to measure:
Cost per lead (CPL)
Conversion rate from ad clicks
Engagement on video ads
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Social Media
The social media campaigns at this stage of the funnel are designed to get your marketing persona off of the social media channel and into your own platform (e.g. your website), where you can actually capture their contact information.
Social media campaign ideas:
Instagram live Q&A: Focused on mortgage advice and tips, engaging first-time buyers like Fiona
Facebook group creation: Community for first-time buyers and investors for sharing experiences, tips, and fostering engagement
Weekly testimonial posts: Highlighting positive client experiences through visual storytelling
LinkedIn articles discussing market opportunities for real estate investors, aimed at targeting Ivan directly
Monitoring social media feedback about first-time purchasing experiences to actively engage and address inquiries
What to measure:
Engagement rate on Q&A sessions
Growth of community group membership
Share rate of testimonial posts
📧
Email Marketing
Email marketing is an often overlooked channel that's critical for the middle of the funnel. Email is a very effective way to reach your marketing persona directly. The most common mistake businesses make is underutilizing email in their marketing (you should think beyond just email newsletters.)
Email marketing campaign ideas:
Follow-up email series for webinar attendees summarizing key takeaways and next steps
Monthly newsletter featuring latest properties, success stories, and tips for navigating the buying process
Email sequence providing personalized property recommendations based on user interactions and preferences
Targeted email offering free resources like e-books and guides specifically tailored for first-time buyers and investors
Feedback solicitation email asking clients about their questions or concerns regarding their property journeys
What to measure:
Open rates for follow-up emails
Click-through rate (CTR) for resource links
Response rate to feedback solicitation
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Marketing Experiments
For this stage of the funnel, your experiments will be designed to maximize the number of leads you get from your campaigns.
Experiment ideas:
A/B test different subject lines for follow-up emails to improve open rates
Experiment with varying layouts on the resources landing page to optimize for downloads
Test engaging video content against standard blog posts for resource distribution effectiveness
Utilize pop-up prompts for newsletter sign-ups when users land on educational content pages
Monitor click-through rates on internal links within newsletters to assess audience interests
What to measure:
Conversion rate from lead magnets
Bounce rate on resource pages
Visitor retention rate on educational materials

Bottom of the Funnel

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Your Goal at the Bottom of the Funnel: Purchase
At the bottom of the funnel, your marketing persona already knows your product and is ready to make a purchase decision. They already have all the information they need. Your objective at this stage is to address purchasing objections and convince them to take that last step and become a paying customer.
Conversion rate from leads to customers
Average order value
Customer acquisition cost (CAC)
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Content Marketing
The content you'll create for the bottom of the funnel is purposely design to get your marketing persona to purchase. You don't have to be afraid to be sales-y or about talking about your product directly.
Content ideas:
Detailed guide: 'Navigating the Closing Process for First-Time Homebuyers' tailored for First-time Fiona's needs
Case study: 'How Investing Ivan Achieved His Investment Goals with Expert Guidance' showcasing successful outcomes
Video testimonial: A satisfied client's journey from anxiety to homeownership emphasizing support provided
FAQ article: Addressing common last-minute objections faced by first-time buyers and investors before closing
Interactive webinar: 'Final Steps Before You Buy – What to Expect on Closing Day' for engaged prospects like Fiona and Ivan
Email course: 'Maximizing Your Investment Returns in Real Estate' aimed at investors providing actionable tips
What to measure:
Downloads of closing process guides
Engagement on video testimonials
Attendance rates for interactive webinars
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SEO
At the bottom of the funnel, your marketing persona will be searching Google for information about your product (for example: reviews, pricing, features, etc), which is why you'll be optimizing for a lot of "branded" searches — these are searches that include your brand/product name.
Keyword ideas:
Keywords: 'how to close on a home', 'best practices for real estate investing', 'first-time homebuyer checklist', 'property investment success stories', 'closing costs explained', 'application process for mortgages', 'negotiating closing terms', 'what to expect at closing', 'buying rental properties strategy', 'successful first-time buyer experiences'
What to measure:
Conversion rate on high-intent keywords
Leads generated from SEO traffic
Bounce rate on closing-related content pages
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Paid Advertising
At this stage of the funnel, you'll be running conversion campaigns to get purchases. These will be your highest revenue campaigns, where you will be keeping a close eye on your return on ad spend (ROAS.)
Target audience ideas:
[Prospecting] Google Ads: Targeting searches related to 'how to buy my first home' and 'real estate agent services for first-time buyers'
[Remarketing] Facebook Ads: Visitors who downloaded guides but didn't complete a consultation booking
[Remarketing] YouTube Ads: Previous viewers of client testimonials or educational videos nudging them to evaluate services
[Retargeting] Google Ads: Users who performed property searches but didn’t convert, highlighting special offers
[Remarketing] Facebook Ads: Engaging users who browsed the service offerings page on the website but left without contacting
What to measure:
Cost per acquired customer (CAC)
Return on ad spend (ROAS)
Conversion rate from remarketing campaigns
🚀 Help me execute this paid ads strategy
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Social Media
The bottom of the funnel campaigns will usually only make up a small minority of your social media content.
Social media campaign ideas:
Client highlight posts on Instagram showing before-and-after transformation stories of first-time buyers
Facebook group discussions about overcoming last-minute buyer fears, helping build community support
Engagement posts inviting followers to share their home buying experiences to foster community interaction
LinkedIn articles discussing steps to confidently closing a sale aimed at Investor Ivan’s interests
Social monitoring for mentions of closing concerns to provide real-time assistance and reassurance
What to measure:
Engagement on client highlight posts
Member participation in group discussions
Reach of educational LinkedIn articles
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Email Marketing
Email is perfectly tailored to run bottom of the funnel campaigns. After you've provided value to customers via your other email campaigns, you can run sales and promotional campaigns to get conversions.
Email marketing campaign ideas:
Follow-up email campaign addressing final buyer objections and clarifying last-minute concerns before closure
Transaction confirmation email series outlining next steps post-purchase to enhance trust and transparency
Monthly performance report for investors detailing portfolio health and market opportunities
Special offer email for referrals encouraging satisfied customers to recommend the agency to potential clients
Post-purchase survey collecting feedback on the buying experience to refine service offerings
What to measure:
Open rates on follow-up objection emails
Response rates on transaction confirmation emails
Referral conversions from post-purchase communications
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Marketing Experiments
Your bottom-of-the-funnel experiments will have the objective of maximizing your profits. That could be by getting more first-time customers or increasing the amount of money you get from each customer on their first purchase.
Experiment ideas:
A/B test different incentives for consultations to encourage bookings among undecided leads
Run split tests on detailed landing pages focusing on either Fiona’s or Ivan’s specific needs
Experiment with user-generated content on landing pages to gauge improvements in conversion rates
Test variations in testimonial placements on service pages to determine effect on lead conversion
Use analytics to identify drop-off points during the inquiry process to refine call-to-action strategies
What to measure:
Conversion rate on split test variations
Lead flow efficiency metrics
Engagement levels on user-generated content

Retention

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Your Goal at the Retention Stage: Increase Lifetime Value
In the retention stage, your marketing persona is already a customer of your product. Your objective is to increase the value you can extract from them directly by generating repeat purchases, upsells, or reducing churn; or indirectly by improving brand image or promoting referrals.
Customer lifetime value (CLV)
Churn rate
Referral rate
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Content Marketing
The objective of the content you'll create at the retention stage is to keep your existing customers happy by providing ongoing value (even after purchasing.)
Content ideas:
Monthly newsletter featuring property market updates, investment tips, and customer success stories for both First-time Fiona and Investing Ivan
Webinar: 'Maximizing Your Home Investment' covering strategies to maintain and increase property value for current homeowners and investors
Blog post series: 'How to Maintain Your Property Value' offering resources for new homeowners like Fiona and investor tips for Ivan
Case study: 'From First-Time Buyers to Seasoned Investors – Transformations after working with our agency' showcasing long-term client journeys
Video content: 'Behind the Scenes: Our Client Success Stories' highlighting testimonials and shared experiences of satisfied clients in home buying and investing
Exclusive access to a resource library: Providing continuous educational materials for clients to refer back to throughout their homeowner/investor journey
What to measure:
Open rates for newsletters
Engagement metrics on webinar attendance
Traffic to resource library
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SEO
At the bottom of the funnel, you'll want to make sure your marketing persona can find all the information she needs to get the most of your product (e.g. knowledge base articles), or to solve any problems that may arise (e.g. support/contact page.)
Keyword ideas:
Keywords: 'how to maintain property value', 'property investment ROI strategies', 'post-purchase support for homeowners', 'success stories from real estate buyers', 'home improvement tips for increasing value', 'long-term property management advice', 'the benefits of working with a real estate agent', 'real estate agency client testimonials', 'investment strategies for seasoned investors', 'financial tips for new homeowners'
What to measure:
Organic traffic to retention-focused content
Keyword rankings for retention-related searches
Number of backlinks gained from case studies and testimonials
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Paid Advertising
At this stage of the funnel, you might choose to be run campaigns promoting of new features, upgrades, or promotions.
Target audience ideas:
[Remarketing] Facebook Ads: Clients who have previously completed a purchase but haven’t engaged with follow-up resources recently
[Remarketing] Google Ads: Users who downloaded educational resources on buy/sell processes but haven't utilized after-sale services
[Remarketing] YouTube Ads: Previous attendees of webinars featuring client success stories, nudging them to leverage additional services or resources
[Prospecting] Facebook Ads: Targeting homeowners interested in renovation trends encouraging them to explore additional services like staging or photography
[Prospecting] Google Ads: Targeting searches for property value maintenance resources, encouraging past clients to revisit your services
What to measure:
Engagement rates on remarketing ads
Reconversion rates from previous clients
Cost per engagement (CPE) on retention campaigns
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Social Media
Retention campaigns on social media revolve around building a sense of community with your existing customers. You'll do a lot of monitoring of brand mentions on social media.
Social media campaign ideas:
Social media campaign: 'Client Highlight of the Month' showcasing transformations and experiences of clients who bought homes through your agency
Engagement posts asking past clients to share how their homes have improved and how your agency helped them during their buying journey
Facebook group discussions for past clients focusing on sharing updates and challenges to foster community and brand loyalty
Instagram stories featuring 'Home Maintenance Tips' tailored to first-time buyers and seasoned investors
Monitoring social media mentions of the brand to engage and encourage organic discussions about clients' experiences and successes
What to measure:
Engagement increase on client highlight posts
Participation levels in Facebook groups
Reach of educational content on Instagram
📧
Email Marketing
Retention email campaigns will be a mix of educational emails (onboarding, activation, etc), transactional emails (reports, receipts, reminders, etc), and promotional emails (upgrades, upsells, etc.)
Email marketing campaign ideas:
Monthly performance report email highlighting market updates, individual client progress, and opportunities for further investments for Ivan
Dedicated post-purchase support email with tips for maintaining property value specifically designed for Fiona
Referral program email encouraging satisfied clients to recommend services in exchange for incentives
Feedback solicitation email to gather insights on clients’ experiences and areas for service improvement
Seasonal home maintenance checklist email providing timely advice to clients on property upkeep
What to measure:
Open rates for performance report emails
Response rates for feedback solicitation
Conversion rates from referral program offers
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Marketing Experiments
Your retention experiments will have the objective of maximizing lifetime value of existing customers.
Experiment ideas:
A/B test different layouts for monthly newsletters to find the most engaging format for your client base
Run split tests on landing pages promoting educational content to improve resource downloads
Assess user-generated content placement on case studies to determine its impact on client trust and retention
Experiment with personalized subject lines in emails to gauge open rates
Monitor analytics for any drop-off points on the post-purchase resource page to refine call-to-action strategies
What to measure:
Engagement rates on split test variations
Conversion rates from funnel experiments
Email open rates across A/B test segments

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