Growth playbook
The motion we repeat
Occupello grows on a two-sided loop: operators bring doors, doors bring residents and trades, and published operator sites bring the next operator. Paid spend exists to accelerate the loop, never to replace it.
The motion
Five steps, every campaign
1. Pick one wedge problem per audience
Landlords get rent collection. Contractors get routed work. Investors get the quarterly close. Residents get a receipt. We never open with the platform — we open with the one job that hurts weekly.
2. Publish the durable asset first
Every campaign starts with a guide or calculator that would be useful even if Occupello didn't exist. Paid and social point at it; SEO compounds on it.
3. Convert with a five-touch drip, not a demo wall
Each campaign ships exactly five emails over roughly 14–21 days. Each email teaches one thing and asks for one action inside the product.
4. Activate before you sell
A trial is not activated until the customer has done the wedge action — one autopay lease, one routed ticket, one published site, one entity loaded. Conversion emails only fire after activation.
5. Close the loop in public
Published operator sites carry a 'Built with Occupello' mark. Contractors invite their operators. Residents nudge their landlords. Every customer is a distribution channel.
Funnel definition
What each stage means here
| Stage | Definition | Exit criteria | Primary metric |
|---|---|---|---|
| Awareness | A person in the ICP has seen a claim of ours in a channel we control or bought. | A click to an owned page. | Impressions and click rate |
| Interest | They've read or watched a durable asset for more than 30 seconds. | Return visit, or a scroll-complete on a guide. | Visits and engaged sessions |
| Consideration | They've given us an email or booked time — a lead. | Email captured with audience and portfolio size. | Leads and MQL rate |
| Trial | An account exists and the wedge action has been completed at least once. | Activation event fired. | Activated trials |
| Customer | A paid subscription, or for two-sided supply, a held default-assignment slot. | First successful billing period. | Customers and CAC |
| Advocate | They have referred another operator, trade, or association, or published a public reference. | Referred account created. | Referrals per 100 customers |
Channel scorecard
What each channel is good for
| Channel | Best for | Quality | CPL | Signal |
|---|---|---|---|---|
| SEO | Landlords, agencies | High | $14 | 3–6 months |
| Paid search | Landlords | Medium | $82 | 2 weeks |
| Email lifecycle | Existing workspaces | High | $3 | 1 week |
| Community | Contractors, agencies | High | $11 | 1–2 months |
| Partner | Landlords, investors | High | $46 | 2–3 months |
| Social | Residents, contractors | Low | $7 | 2 weeks |
| Outbound | Investors | Medium | $228 | 4–6 weeks |
- SEO: Compounding. Our largest source of activated trials.
- Paid search: Buy intent terms only. Cap spend at CAC payback of 9 months.
- Email lifecycle: Cheapest upgrade revenue we have. Five touches, never more.
- Community: Slow to start, very durable. Requires a named human, not a brand account.
- Partner: Associations, lenders, CPAs. Highest close rate, lowest volume.
- Social: Great for reach and recruiting supply. Poor for direct paid conversion.
- Outbound: Only worth it above 60 doors. Always pre-load their rent roll.
Channel mix
Campaigns currently using each channel.
Weekly cadence
The rituals that keep it honest
Monday
Pipeline stand-up
Leads, MQLs, and activated trials against target for the week.
Owner: Head of Growth
Tuesday
Content ship
One durable asset published and distributed to its channels.
Owner: Content lead
Wednesday
Experiment review
Call each running test: ship, kill, or extend.
Owner: Growth engineer
Thursday
Customer listening
Two operator calls; one quote or objection added to the library.
Owner: Product marketing
Friday
Attribution close
Campaign KPIs updated; spend reallocated for the following week.
Owner: Head of Growth
Monthly
Channel scorecard
Cost per lead and payback per channel; one channel cut or doubled.
Owner: Head of Growth
Quarterly
Campaign portfolio review
Campaigns moved to live, paused, or ended; next quarter's two bets chosen.
Owner: CEO
RACI
Who decides what
| Activity | Responsible | Accountable | Consulted | Informed |
|---|---|---|---|---|
| Campaign strategy and positioning | Product marketing | Head of Growth | CEO, Sales | Whole company |
| Content production | Content lead | Product marketing | Support, Operators | Growth |
| Paid spend and bidding | Growth engineer | Head of Growth | Finance | CEO |
| Lifecycle email | Lifecycle marketer | Head of Growth | Product, Support | Sales |
| Experiment design and calls | Growth engineer | Head of Growth | Product marketing | Whole company |
| Contractor supply recruitment | Network lead | Head of Contractor Network | Growth | Sales |
| Attribution and reporting | Head of Growth | CEO | Finance | Board |
KPI definitions
Words we agree on
- Impression
- One rendered view of a claim of ours in a channel we control or bought.
- Visit
- A session on an owned page, de-duplicated within 30 minutes.
- Lead
- An email address plus audience, captured with consent.
- MQL
- A lead matching the ICP on audience and portfolio size, with at least two engaged sessions.
- SQL
- An MQL that booked time with sales or started a trial with the wedge action completed.
- Customer
- A first successful billing period, or a held default-assignment slot on the supply side.
- CAC
- Campaign spend divided by customers attributed to that campaign.
- LTV
- Attributed revenue per customer extended over a three-year expected life. Modelled, not booked.
- Payback
- Months of gross margin required to recover CAC. Target: under 12.
Run the motion on your own portfolio
Every campaign here was built on the same product operators use daily. Start a trial and the first campaign you run is your own vacancies.