Realtor.com: 5X Lead Growth and 4X ROI

How Daniel scaled B2B marketing across the US and Canada, delivering predictable growth for one of the largest real estate platforms in North America.

The Business

Realtor.com, a subsidiary of News Corp, is a leading provider of online real estate services and operates the Move network of real estate websites and mobile experiences for consumers and real estate professionals. While its consumer business was strong, the B2B division selling advertising and solutions to real estate professionals was underperforming. Daniel Nielsen was brought in as Director of Digital Marketing to lead B2B marketing across the US and Canada, overseeing email, paid advertising and SEO, retention marketing, design, web development, marketing operations and automation, content, and events and webinars.

The Problem

The challenge was not product market fit, but the absence of a modern marketing engine to support sales. Realtor.com needed:

A clear ICP and segmentation strategy to guide demand generation
Predictable lead generation to sustain sales growth
Retention marketing to reduce churn and increase product usage
Automation and data systems to create a measurable customer journey
Community engagement strategies to expand reach and awareness

The Fix

As part of the B2B leadership team, Daniel built and scaled the digital marketing function across North America:

Team leadership: Managed, mentored, and set KPIs for marketing teams in the US and Canada
Lead generation: Scaled annual lead flow from 90,000 to more than 450,000 through revamped acquisition programs
Paid advertising: Managed a 2.5 million dollar budget that delivered more than a 4X ROI
Retention marketing: Designed customer journeys that decreased churn, improved onboarding, and drove upsells and referrals
Automation and content: Introduced marketing automation, content marketing, and webinars to generate and nurture demand
Social and community engagement: Built an audience of more than 145,000 followers across business units with targeted campaigns

The Results

Lead generation increase

ROI on $2.5M ad budget

135%

B2B ARR target exceeded

Lead generation increased more than 5X, from 90,000 per year to over 450,000 per year
Paid advertising delivered more than a 4X return on a 2.5 million dollar budget
B2B ARR targets exceeded by 135 percent
Churn reduced while referrals and upsells increased
Sales teams gained pipeline visibility and predictability
Social audience scaled to more than 145,000 followers across business units

The ROI

The investment in digital marketing leadership translated into exponential returns. Over six years, Realtor.com's B2B business went from missed targets to predictable growth, with a 5X increase in annual lead flow, a 2.5 million dollar ad budget generating 4X ROI, and a marketing engine that reduced churn, strengthened retention, and fueled long-term revenue.

What This Means for You

If your business is missing growth targets, struggling with churn, or not getting ROI from marketing spend, the problem is not your product. It is your revenue engine. With the right leadership, systems, and execution across acquisition, retention, and automation, growth becomes predictable and scalable.

Ready to scale demand and revenue?

Hire Us. With Daniel and Christian, you get senior operators who have built and scaled revenue systems inside some of the largest platforms in North America.