CASE STUDY: Residential Property Group (RPG)
Digital Strategy, Meta Ads, LinkedIn Ads, Website Design, Live Action Videos, Explainer Animation
The Challenge
When RPG approached us, they knew their duplex investment service was industry-leading. However, they were struggling to get the message out to the right audience, in a way that set themselves apart from other similar competitors:
- Because they were looking to attract sophisticated investors - not "mum and dad buyers"—they wanted to take a B2B educational approach to their marketing
- Despite having a best-in-class service, they found it difficult to articulate their unique methods. Their target market didn’t understand how RPG are different from competitors.
- Without effective strategies for acquiring qualified deals, they faced challenges meeting their sales targets. They needed a proven scalable growth process.
- They struggled to explain their technically detailed offers to investors and provide enough education to nurture a long sales cycle.
Jasmin Kirk, RPG's Investor Success Consultant said:
"Working with Visionary has been an incredible experience. They were highly professional, proactive, and provided a comprehensive service that exceeded our expectations.
Their communication was outstanding—we always knew what was happening at every stage of the process and felt completely aligned with their team.
They were responsive, kept us in the loop, and made it easy to stay on the same page, which made the collaboration seamless and efficient."
######Paul Kirk, RPG CEO said:
"#######I came across VDS many years ago and had a few meetings with Sanjay. Only recently did worlds align and we got to work on a project together. It’s been a blast since day one and the results have been fantastic. We are looking forward to working on more projects with Sanjay and the team in the future."
"We’ve significantly driven up the total deal value for our primary client from sub-$10m to over $30m. No problem is too big or small for the VDS team. They get in and get the job done"
Solution Overview
The overall solution had Visionary build the following:
- New messaging strategy - We strategised a new offer, "The RPG Duplex Investment Roadmap" positioning RPG as a clear market leader in a crowded space
- Visionary Client Avatar
- 2 x Visionary Live-Action Videos
- Visionary Explainer Animation
- Meta Ads (Facebook and Instagram Ads) supplemented by LinkedIn retargeting Ads
- Visionary B2B Website
- Visionary Social Omnipotence through Meta and LinkedIn
- Consulting: Online B2C & B2B Sales Process, Digital Strategy, Staff Training
Results Produced
The results speak for themselves. With a target of bringing in 5 high-quality deals (rated "P1" or "P2") to RPG's sales team per month, the campaign consistently outperformed, nearly doubling the goal.
(And that doesn't include all of the measurable indirect sales and "lower quality" leads that are also coming through).
It's a long sales cycle, but already 2 deals have been won from the campaign, so it has more than paid for itself.
As a 2nd order benefit, RPG are breaking monthly records for referrals and partner sales due to the amount of professional content their network is seeing.
Here’s a snapshot of the overall results we’ve delivered so far. The campaign is ongoing and continually optimising:
Visionary Live-Action Videos
The messaging in the videos was strategically produced to highlight RPG's processes and differentiators.
The videos were also crafted so they could be flexibly adapted and repurposed. 2 videos were cut into ~10 x standalone videos which provided a campaign full of world-class content.
Visionary Explainer Animation
The animation was strategically developed to ensure once a viewer watches it, it's VERY difficult to choose a competitor.
The narrative is strategically presented in 3 sections so that the video could be shortened into 3 standalone video ads. That makes sure the audience consumes the full message over time.
RPG Meta Ads Samples:
Visionary B2B Website
We re-developed RPG’s website to clearly articulate their unique advantages for the right target market.
World-class videos are integrated throughout RPG's website, making it much easier for visitors to understand the offer and self-qualify before they speak to sales.
The website also features strategic long-form copy to educate visitors, so that they are close to making a buying decision before they engage with the sales process..
Paul Kirk, RPG's CEO said:
"Sanjay and his team are professionals—with excellent communication skills and a clear, structured process. This ensures your expectations are met and sets you on the path to achieving the real results you want for your business.
Visionary Social Omnipotence
Like most property companies, RPG has a long sales cycle.
To help push the sales cycle forward, prospects in the CRM are continually nurtured with relevant education they can consume directly on their newsfeed.
Here are 3 of 30+ examples of longform content pieces we developed:
Visionary Client Avatar
To guide all of the messaging and ensure RPG attracts the best possible QUALIFIED prospects, we strategised, and then documented a Client Avatar:
Book Your Discovery Call To Learn:
- --> We'll show you the B2B Digital Marketing roadmap you need for your business goals, and we'll explain exactly how it will work in your sales process.
- --> You'll understand the leads and sales generation results you can REALISTICALLY expect from a Visionary Digital Sales solution.
- --> We'll design 2 - 3 solution options for your business and provide a quote for each.
- -- > We'll give you the opportunity to start with a small impactful project so you can make sure we walk the walk, before we partner long term.
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