Twice the leads.
Half the cost.
RPMC’s marketing was self-managed and pulling in many directions at once — generating tenant leads when the business needed property owners. A rebuilt funnel fixed both ends.
The Challenge
Activity Without Direction
When Greg Bacheller, owner of RPMC, first engaged Ignition Canvas, his marketing was self-managed and didn’t have a unified shape. The team was working hard. They were also working in many different directions at once.
The symptoms were everywhere. The website was hard to edit, poorly structured for search, and converting at low rates. Lead volume was declining, and lead quality was declining faster. Paid media campaigns were generating prospects at a high cost-per-lead. Worst of all, the campaigns that were working were driving the wrong audience entirely — tenant leads, when the business needed property management leads from owners.
The pieces weren’t broken. They were uncoordinated. And without coordination, every dollar spent was either competing with another dollar or pulling in a direction that didn’t serve the business goal.
“It was pretty scattered. I think we were focusing a lot of our time on trying different things just to see what would stick.”
The Work
From Scattered to Strategic
The engagement started with a full audit of RPMC’s marketing accounts — paid media, organic search, the website, the lead intake process, and the data flowing between them. The objective wasn’t to add new tactics. It was to align the existing ones around a clear strategy: drive higher-quality property management leads at a lower cost.
Website & conversion paths
- Rebuilt website with responsive design and audience-specific conversion paths
- Separate conversion funnels for property owners and renters
Paid media & targeting
- Restructured paid media campaigns around refined audience targeting
- Keyword strategy built around terms used by actual buyers, not broad volume terms
Measurement & attribution
- Real-time lead tracking and attribution infrastructure
- Reporting connecting marketing spend to qualified pipeline
The Results
A Function That Compounds
The numbers from the early engagement set the trajectory. But the more important result is what happens when those numbers compound over a decade.
Lead volume doubled while cost per lead fell by half — within the first six months.
35–40% of leads convert to sales, sustained across years rather than a single campaign window.
Spend is traceable to qualified pipeline in real time, so every quarter’s budget is argued from evidence.
“The work has to keep being worth what it costs, every cycle, or the relationship doesn’t continue. Twelve years is the proof.”
“It has definitely let me sleep better at night, knowing that they’re watching.”
Let’s talk
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and start growing?
Tell us about your business and your goals. We’ll be honest about whether we’re the right fit, and if we are, we’ll show you exactly what’s possible.
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