The Challenge
Evernest started as a small real estate startup with 4 people and the goal of digitalizing the German real estate market. Growing to over 250 employees posed a dual challenge for the team: building a strong, scalable brand – while simultaneously developing the marketing machinery that drives this growth.
Missing lead generation structures, no scalable performance marketing setup, and unclear processes along the agent journey were limiting the potential. Added to this was the need for professional infrastructure for the growing team.
Brand Strategy & Brand Identity
The foundation was laid by an in-depth market and competitive analysis. Building on this, a clear positioning was developed that established Evernest as a modern, transparent real estate partner.
- Strategic brand positioning and differentiation in the competitive environment
- Brand Voice, Messaging Framework and Tone of Voice
- Visual Identity: Logo, color palette, typography and design system
- Brand Guidelines for consistent communication across all channels
Lead Generation & Performance Marketing
In parallel with the brand, a scalable lead generation infrastructure was built. The goal was to systematically and cost-efficiently generate qualified leads for agents and property owners.
- Setup and optimization of Google Ads & Meta Ads campaigns
- Funnel design: from awareness to appointment booking
- Landing page strategy with A/B testing and conversion optimization
- Retargeting structures for owner and agent target groups
- Building a reporting dashboard for CPL, ROAS and pipeline metrics
Teamaufbau & Skalierung (4 → 250+)
As the company grew, so did the marketing team. I supported the structured build-up of the team – from the first hire to the scaled department.
- Definition of roles, responsibilities and hiring criteria
- Onboarding processes and knowledge transfer for new team members
- Building a marketing ops structure with clear workflows
- Introduction of OKRs and KPI frameworks for the marketing team
Google Workspace Setup
For a rapidly growing team, professional infrastructure is crucial. The Google Workspace setup created the foundation for efficient collaboration and scalable communication.
- Structured setup of Google Drive, Shared Drives and permission concepts
- Template library for campaigns, briefs and reports
- Google Looker Studio dashboards for real-time marketing reporting
- Integration of CRM and marketing tools into the workspace environment
Marketing Processes along the Agent Journey
The agent journey describes the path of a real estate agent from first contact to long-term commitment to the platform. I developed marketing processes that systematically address every touchpoint of this journey.
- Mapping the complete agent journey: Awareness → Onboarding → Activation → Retention
- Automated email sequences for each journey step
- Content formats and nurturing materials for each phase
- Feedback loops and churn prevention measures
- Scalable playbooks for regional expansion
Results
The interplay of a strong brand, scalable lead generation infrastructure, and structured processes enabled Evernest to achieve sustainable growth – from a small startup to one of the best-known real estate brands in Germany.