Plum Inc., is a financial technology (fintech) company in the Commercial Real Estate (CRE) industry. Our opportunity was to build a new category that is direct to the small-balance CRE owner.
We identified that the $1M - $25M Commercial Real Estate owner investor was underserved. We used qualitative and quantitative research to build the Plum brand and its customer personas. The data was from financial sources, metropolitian statistical data and social media communication patterns.
THE INTELLIGENT CULTURE
We created strategies for primary and secondary CRE markets using demographic, S&P Global Market Intelligence, Metropolitan Statistical Area (MSA), and competitive landscape data. We leveraged this deep market knowledge to identify owners across multiple CRE property types who were in need of financing. To quickly reach 250,000 prospective clients, we implemented a full stack of marketing automation including, but not limited to, Salesforce, Pardot, Tableau, Google Adwords and Feedly.
The cross-channel marketing program tripled qualified deals and doubled sales conversions. The sales funnel was filled with over $600,000,000 in CRE deals in under a year. In addition, we negotiated articles and interviews with tge Financial Times, Forbes, Globe ST, NREI, CRE News, The CRE Show and Bisnow.