TL;DR
- A waiting list at ×2.5 of target is only worth something if the launch is ready: on a regulated financial product, the quality of the webinar, the KYC journey, the post-sign-up follow-ups and the first project presented weigh as much as the volume of registrations.
- Conversion is decided as much after sign-up as before: KYC, wallet funding and the move to investment all create points of friction. The CRM and behavioural follow-ups therefore become a genuine conversion lever, even without additional acquisition.
- Cutting a channel that does not convert enough — and owning that decision within the engagement: the discipline of arbitration reinforces trust, especially in a multi-channel setup where each lever must prove its relevance before being reactivated under better conditions.
- Do not judge outbound solely on immediate conversion: even when it converts little in the short term, it makes it possible to build, at low cost, a base of qualified prospects that can be reactivated with each new project.
- The webinar as a collective conversion pivot: concentrating the opening on a live event rather than on a diffuse rollout creates a shared moment and brings education, reassurance and the call to action closer together.
- Make attribution reliable before scaling: without a clear read on each channel's real contribution, budgets cannot be arbitrated effectively. Data instrumentation must precede any acceleration of marketing investment.
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Challenge & objective
Launching a B2C real estate co-investment platform in Switzerland comes with three structural constraints:
- No paid campaign history with a mass-market audience. No CPL benchmark, no validated creative signal, no trained pixel.
- A regulated financial market + a high ticket: credibility and social proof are non-negotiable conversion criteria.
- Competition identified from day one, joined mid-engagement by new entrants — hence the need to position without copy-pasting and to hold that differentiation over time.
Objectives:
- Build the brand platform, the positioning, the website and the creative arsenal
- Reach a target number of qualified pre-registrations on the waiting list before launch, with a target number of active investors from opening day and a target amount invested in the first project
- Deploy a coordinated multi-channel setup (Paid + SEO + Outbound + CRM/nurturing + Data), with the HubSpot CRM as the project's critical path
- Guarantee outbound deliverability and the quality of the sign-up journey (KYC) so as not to burn the database at bootstrap stage
- Prepare the launch webinar as the moment that crystallises conversion
Strategy
The Bulldozer / RayZ Consulting response unfolded across five phases over ten months, from September 2025 to June 2026.
- Foundations (September–October 2025)
Audits, competitor benchmarks, executive interviews. Strategic framing delivered on 30/10: French-speaking Switzerland as the priority market (FR), two guiding pillars (trust and performance), precise targeting (Swiss residents aged 35–50, savings of ~CHF 150k), differentiating positioning (a Club, not a platform), six coordinated levers (Paid, SEO, Outbound, Affiliate, CRM/nurturing, Data). - Structuring (November 2025–January 2026)
Refocusing of the setup: affiliate marketing, judged costly and uncertain in this market, was replaced by targeted Outbound at constant budget. CRM data model co-defined, HubSpot environment delivered mid-December, showcase website published end of January, first SEO content live, a base of 4,000 qualified prospects prepared. - Audience building (February–March 2026)
Campaigns launched on 16 February: 320 sign-ups in under 24 hours, then 585, 983, 1,406 by the end of the phase. CPL established between CHF 16 and 23, two to three times below the framing assumptions, with Meta confirmed as the leading channel. More than 2,000 pre-registrations by the time the first project launched in May. - Launch orchestration (April–May 2026)
Regulatory and banking dependencies pushed the opening from mid-May to 3 June. The delay was absorbed: waiting-list campaign extended, continuous nurturing, webinar added as the conversion pivot (cost per registrant ~CHF 17 on Meta). - Launch and conversion (June 2026)
Webinar on 3 June (408 registrants, 188 live attendees), waiting list opened that same evening. Conversion within three weeks: 31 investors (05/06), 108 (22/06), 121 (07/07), driven by a nurturing flow covering 2,000 contacts. Record week of 15/06: CHF 727,000 invested and 38 new investors in seven days.
Trade-offs steered during the engagement:
- Outbound: more than 5,000 qualified prospects, ~140 LinkedIn invitations per week from a single profile, acceptance rate of 62–68% per campaign (more than double the threshold considered good on this channel). Per sign-up, 5 to 6 times cheaper than paid over the same period — a complementary channel to reactivate at the right moment rather than a primary driver.
- CRM & data: HubSpot as the backbone of the journey rather than a simple broadcasting tool — on average 13 days pass between profile creation and first investment, and that is where everything is decided. A dedicated data model (scoring, maturity, investment capacity, history) fed continuously by the platform, outbound, ads and the webinar, with around forty segments and behavioural follow-ups triggered on real actions (wallet funded without investment, KYC validated without funding...). Controlled deliverability: 99.8% across ~15,000 emails sent per month, with unsubscribe and spam rates under 0.5%.
- SEO and content: strategy built around "real estate co-investment", "real estate investment Switzerland", "Swissroc Club" — articles published continuously from September to June, contributing to the Club's long-term credibility.
Results
- ×2.5 on the waiting-list sign-up target
- 3.5× the minimum ticket: the average ticket observed on the first two projects financed, taking total investment well beyond the objective set during Foundations
- Contacts → investors conversion rate: 6.5%
- Record week of 15/06: CHF 727,000 invested and 38 new investors
- Waiting-list CPL: CHF 16–23 during the acquisition phase (Meta, the leading channel); webinar CPL ~CHF 17
- LinkedIn outbound: acceptance rate of 62–68% per campaign (~48% overall)
Next steps
- Develop Community Led Growth (CLG) and event marketing, with the investor community itself as an acquisition and retention engine
- Reactivate Outbound at the right moment (as the paid cost per lead approaches its ceiling), with genuine Sales profiles and email as a complementary channel
