FlashHouse Onboards Lumenad to Save Time, Optimize Paid Advertising Tactics
FlashHouse provides homeowners with a simple and streamlined way to sell their house. Customers who use FlashHouse avoid listing their homes on the real estate market, and instead, FlashHouse purchases homes directly from them, eliminating the need for showings, open houses, repairs or updates. As the business experienced success and continued growth, it made the decision to formally invest in marketing its services—not only by hiring their first marketer, but also, to launch integrated marketing campaigns that included digital advertising.
At FlashHouse, one person spearheads all the marketing efforts for the business, including managing paid digital advertising in-house. The company primarily advertises through Facebook, Google Search and via direct mail.
To effectively manage the advertising investments, Marketing Director Ceci Dadisman – like many marketers – was forced to spend an inordinate amount of her time going from platform to platform to download myriad reports. Once she had the information downloaded, she still had to sift through the data, manually organizing it before should even begin to make inferences about how her paid advertising tactics were performing in relation to each other. Even though she was spending all of her precious time on this one effort, she still had the feeling that she didn’t have all the information she wanted to make informed business decisions.
“I’m only one person, and I knew it just simply wasn’t possible to spend all my time on digital advertising,” Dadisman said. “I knew I needed a tool that would improve my daily processes.”
Dadisman wanted to onboard a software solution to help her streamline her workflow. She began her hunt, vetting many solutions in the marketplace. The very first time she received a demo of Lumenad, she immediately knew Lumenad was something she needed in order to do her job better.
“That very first interaction sold me,” Dadisman said. “With my data organized in an intelligent way, I could see very clearly what action I needed to to take, and it didn’t take me drilling deep into reports to find it.”
With Lumenad, not only was she simply saving many hours in her day bringing data together, but she was able to do more with the data that she had access to.
Being able to view FlashHouse’s cross-channel data at the right breadth and depth enabled Dadisman to immediately change paid advertising tactics. By viewing the data in a unified and objective environment, she clearly identified that Facebook was responsible for driving the most full conversions. She immediately shifted her budget from the lower-performing creative to the higher performing creatives and within a month she was able to lower her form-complete CPA by more than 50%.
“Because I have data at my fingertips, I can be very decisive.” Dadisman said. “It’s freed up time that I might normally be spending trying to create reports myself. It’s also been really helpful in educating other members of the team about how advertising is impacting our business.”