Word on the block

Introduction and Problem Statement

Baselane is a premier platform offering financial tools and services for landlords and real estate investors. Baselane's primary audience consists of landlords, real estate investors, and property managers, ranging from novices to seasoned professionals, who are seeking efficient and effective financial management tools. With a growing influencer marketing program, Baselane was struggling to continuously find the right influencers with an audience in their narrow target niche. Aggregating all available public and proprietary metrics in one place to effectively compare each influencer’s performance was also a growing problem as their program expanded. Lastly, Baselane was looking to expand their paid media work and needed a source of quality and reliable influencer content to fuel the program.

Solution

Word on the Block tapped its network of over 100,000 pre-vetted influencers to find those with an audience that would resonate with Baselane’s services. Despite a strict qualification set, Word on the Block was able to surface more great-fitting influencers than Baselane could execute on, building a pipeline of influencer options for months to come. Word on the Block managed all influencer relations, keeping each one on track to deliver quality work on time. The results of each influencer and each month’s campaign was organized in Word on the Block’s performance dashboard, which automatically pulls in views and engagements on an hourly basis, as well as link clicks and conversions, all on a gross and per dollar basis. Evaluating each influencer became easy, enabling Baselane to form win-win long-term partnerships with the best-performing influencers, with data to inform price and duration. The performance analysis also made it clear which content Baselane should license for their paid media work, and Word on the Block made it easy to obtain usage rights and assets in various formats and iterations for use on different platforms.

Results

With Word on the Block, Baselane now works with more than 20 influencers per month, half of which are recurring top performers and the other half are fresh talent. The top performers deliver regular content and provide usage rights to their content for Baselane to run through their paid media motion. This organic / paid strategy has driven a 2.5x improvement in top-of-funnel metrics like monthly reach and website visits, as well as a ROAS of 4:1. Baselane now has dozens of ad-ready assets, each available in 4 aspect ratios and alternate hooks and calls-to-action, which they can use in their ongoing A/B testing to find the best performing paid media assets to drive a continuously-improving ROAS. Their work with Word on the Block is ongoing, and each month’s campaign delivers improved results month-over-month, as more longer-term partnerships are formed with the best performing creators in prior months. To date, Word on the Block has delivered Baselane over 15 million views, over 1.2 million social media engagements and over 175,000 website visits.