From Frustration to $34.6M: How BAM Scaled
In June 2021, BAM Capital, a prominent multi-family syndication fund, reached out to us after collaborating with four other marketing agencies. Despite having a robust initial budget of $10,000 per month, they found themselves at a standstill. Their marketing campaigns were failing to produce the desired outcomes, and they were unsure of the cause. Their tracking methods were inconsistent, the quality of leads was subpar, and they questioned whether their marketing efforts could genuinely help scale their business. Frustration was mounting within their team, and time was critical. They sought a partner capable of identifying the underlying issues and delivering tangible results.
**Turning Point: Laying a Stronger Foundation**
Once BAM Capital teamed up with us, we promptly began to uncover the reasons behind their challenges. Here’s what we discovered:
**Flawed Tracking:** Their campaigns focused on generating "clicks," but clicks did not necessarily lead to meaningful actions. For instance, a user browsing on their phone might inadvertently click near a form, leading Google to record this as an engagement, creating misleading metrics that masked actual conversions.
**Ineffective Attribution:** Links in their emails were not directing users to the correct conversion pages, which meant there was no clear insight into which campaigns were actually yielding results.
**High Costs, Low Returns:** While Google Search ads brought in some good leads, their cost per qualified lead was not sustainable.
To address these issues, we focused on establishing a more solid foundation. We overhauled their entire tracking system, creating a dedicated conversion funnel. By introducing a thank-you page trigger, we ensured that only genuine conversions—people who filled out forms—were recorded, providing accurate data for the first time. We also incorporated a calendar link to enhance the conversion funnel, enabling users to schedule calls directly, resulting in higher-value leads for BAM Capital.
But our work didn’t end there. We restructured their email campaigns to ensure that every link led users to trackable landing pages. These enhancements allowed us to finally identify which campaigns were successful and which required further optimization.