THE BUYING WHILE SELLING GUIDE

The BWS Guide was a content idea from the team to help generate new leads and reinvigorate dormant leads. Originally, the plan was to have it gated and linked exclusively on a blog module. After receiving the content and realizing the scope of what this guide could be, I proposed more. The topic of the guide was Orchard’s bread and butter - enabling people to be able to go out and find their dream home while still living in their current home without the headaches of showings, moving twice, carrying fees, etc. That meant it could be leveraged far beyond CRM and content needs, but for sales, customer success, business development and beyond! I worked to develop a full project plan; scoping out individuals and teams that needed to be involved, required assets, a marketing plan, and timeline. After doing this, I made a suite of high fidelity mock ups of social assets, emails, and landing pages to pitch this to both the creative and content teams. While a significant more amount of work, the pay off was going to be worth it. Gated content pieces are common practice, but Orchard had never done anything like it so we needed to set up the systems to make it work. This alone was highly valuable as it allowed us to step-and-repeat with different content in the future. 

Ultimately, the design process was challenging. There were a lot of cooks in the kitchen, weighing in on both the content and design side. We got it done, and I’m happy to say I was able to sell in all of the touch points we discussed (it was even successful enough to win a small budget to test a paid social campaign!). The guide brought in steady leads month to month, garnering 500+ leads by my departure from the company. 

ORCHARD | AUGUST 2022

Content: Eric Goldschein