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Case study · Marketing from scratch
A-Development
From Zero to Targeted Marketing: Building A-Development’s marketing function from scratch
14
PropTech Clutch reviews
2
ICPs validated (RE + hospitality)
6 mo
To full marketing engine
Before
- ~99% of sales coming through Upwork — and Upwork was drying up
- Fragmented portfolio across unrelated industries, no niche
- Email outreach with no strategy, no follow-up, zero results
- Inactive LinkedIn, disorganized CRM, no marketing function
After
- Focused on real estate & hospitality with validated ICPs
- Co-founder LinkedIn generating inbound PropTech leads within 3 months
- 14 PropTech Clutch reviews — profile moved from local to global ranking
- Working LinkedIn outreach system with new tooling & CRM
What we did
01
Stakeholder & customer interviews
Interviewed leadership and clients to surface real strengths. Discovered real estate & hospitality as the most profitable patterns.
02
ICPs + positioning
Defined two primary ICPs and buying committee. Repositioned from “yet another dev agency” to a boutique PropTech software firm.
03
Execution engine
LinkedIn social selling, outbound stack rebuild, Clutch reputation work, new CRM to reactivate lost leads.
Results in numbers
14
PropTech reviews on Clutch — global ranking unlocked
3 mo
To first inbound leads from co-founder LinkedIn
6 mo
To a fully handed-over marketing engine
In terms of marketing we’ve got zero, essentially. We’re starting from scratch. Nearly 99% of our sales are still going through Upwork, which just isn’t sustainable. We need a plan that’s solid, something that finally brings clarity and accountability.
Maybe the biggest result wasn’t just the leads. It was clarity. Marketing didn’t just fill their pipeline — it exposed gaps, helped them see where they excel, and where they need to build up. And that’s a huge win.