Client Problem:
A successful real estate team owner built a contract automation tool to speed up transactions and ensure compliance across his team. It worked so well in his company that he brought it out to the rest of his local market. He wanted to expand nationally and find a go-to-market strategy that would resonate beyond his existing customer base.
What I did:
Given the nature of the product and user base, I recommended moving from an account executive-driven GTM approach to Product-Led Growth (PLG). We launched a self-serve free trial flow supported by in-app prompts and messaging. I also led early top-of-funnel experiments and delivered a product assessment to identify changes needed for national rollout.
Outcomes:
- Defined, built, and launched PLG motion within 45 days
- Immediate user conversions began following the launch
- Product audit showed saturation in the home market; further marketing spend would be inefficient without new product enhancements
- Introduced a layered GTM strategy combining PLG with executive-to-executive sales, using the founder’s network to create scalable sales opportunities