Gregg Cohen, JWB Real Estate Capital

Speaker: Gregg Cohen, Co-Founder, JWB Real Estate Capital

Gregg Cohen: Hey, this is Greg Cohen from JWB Real Estate Capital in Jacksonville, Florida. and we chose to partner with The Business Journals because we wanted to align ourselves with a medium and a provider that had a lot of built in credibility and that had a lot of access to busy professionals. We sell rental properties and we make it easy for busy professionals to invest in rental properties. And so finding that medium that lends itself to that credibility and then also speaks to that target market, was really important for us.

Gregg Cohen: So the content marketing strategy, the native content with The Jacksonville Business Journal was a new thing for us. We've done this in other forms and I was excited to partner with The Business Journal, but it was new and I didn't really know what to expect anytime I go into a new marketing campaign with the new team, I always try to take a long term view, but I do need to be able to see results at least somewhat encouraging results in the short run. And I was really pleasantly surprised with The Business Journal and our native content strategy. Within the first three months, we're able to look and identify clients who had come onboard specifically from The Business Journals native content that was posted. And it was really wonderful to see. It surprised me that we'd have that quick of success. And I think, you know, paying for the campaign, paying for itself within a couple of months, really gives a lot of confidence to continue to do more.

Gregg Cohen: Absolutely, we measure the success of the campaign like we do for all of our marketing campaigns. We measure the cost per lead and we measure the cost per acquisition and the number of properties that we sell specifically from The Business Journal campaign as with all of our campaigns. And it was really exciting for us. Within the first couple of months, we were able to demonstrate that we were able to hit our cost per acquisition goals. which is what it comes down to. As a marketer, I need to be able to drive in new business at a relatively low cost. And yeah, we were really excited to be able to, to show that with our native content strategy we had and it kind of worked the way that I was hoping. It was lower leads than some of our other channels, but they seem to be much higher quality, which is great for us on the marketing side. It's great for us on the sales and the client service side as well. If we can have higher quality leads, it's less time that we have to waste with folks that we may not be a good fit for or vice versa. So it was the right amount of leads coming in high quality and hit the goal. So a big success.

Gregg Cohen: You know, hitting the numbers is one thing. But I also need to make sure that the marketing partners that we're working with really buy into how we evaluate success and then that constant continuous mprovement. And looking at the numbers, looking at the systems, looking at how we're delivering on the message and the marketing campaign overall. And I was really pleasantly surprised with The Business Journals. You know, we committed to a routine meeting once a month where The Business Journals came prepared with information that they had on their side as far as how many impressions and how many clicks we were able to match that with data on our side to show how far those leads are actually moving through the process and towards the sale. And by doing both of those things and both teams being committed to the numbers, we're able to show the success of this campaign. And then in addition to that though, it's what did we do this month that worked? How can we do more of that or What did we do this month that didn't work? How can we change that up. And so that's, you know, been very exciting. As far as finding a team The Business Journals are committed to doing that, just like we are here at JWB.