Open a new geographic market with a 3-step sales tunnel
Study case

RenoQuotes.com began in January 2014. It quickly became the platform par excellence in Quebec for bridging the gap between people who want to carry out a renovation project and certified contractors looking for clients. It only takes a few clicks for the client to obtain 3 quotes from qualified contractors in their region to work on their project, and within just 48 hours.

Since its foundation, RenoQuotes.com has processed more than 150,000 projects and has a network of more than 7,500 entrepreneurs—and these figures keep increasing at lightning speed.

RenoQuotes.com approached J7 Media with one goal in mind: access Canada's English-speaking territory through Facebook. All of its other advertising channels, which performed very well in Quebec, were far too expensive for the rest of Canada. The client therefore saw an opportunity worth seizing with Facebook.

This case study will demonstrate, using 4 major points, how we managed to open a new geographic market using a 3-step sales tunnel.

Our initial observations
  • No sales tunnel in place on Facebook to acquire potential customers
  • No successful advertising channel for the rest of Canada
  • Considerable volume of website traffic that could be used for remarketing campaigns
Our objectives
  • Find an advertising approach on Facebook that allows us to maintain a return of 1.5 (for every dollar invested, the client makes $1.50).
  • Find advertising approaches that can highlight several of their services (basement renovations, bathrooms, roofing, etc.).
Our strategy
  • Create a renovation price guide to generate as many email addresses as possible and direct potential customers to a dedicated sales tunnel.
  • Segment the campaign approach by service-based vertical: bathroom, basement, kitchen, etc.
  • Create a multi-step sales tunnel to ensure that the obtained “lead” is properly filtered.
  • Favour broad targeting and not by city/region.
Results
10,000

BUDGET

The client went from a budget of $0/month in Facebook advertising to $10,000/month.

150

PROJECTS

The client generates around 150 projects per week via Facebook for English-speaking Canada.

2

ROAS

The client generates an average return on investment of 2. Each time they invest $1 on Facebook, they make $2.

"It would take time and would require a strong long-term strategy"

J7 Media taught us that if a business is serious about dominating on Facebook and its other channels, it cannot simply rely on short-term campaigns. We had the ambitious goal of expanding into new territories on the Canadian market, but we knew that doing so would take time and would require a strong long-term strategy. We put our trust in the J7 team and went from having a monthly advertising budget of $0 to allocating more than $10,000 per month to the platform. These results can be directly attributed to a long-term strategy that has allowed us to grow our business and go from being a provincial to a national player.

- Michel Jodoin, Président et Fondateur de Soumission Rénovation