--- title: "Stacklist Paid Media Brief — Real Estate Vertical" url: https://stacklist.com/card/70585b81-3103-4488-b912-bb294860a31d stack: https://stacklist.com/stack/43551a0a-8937-4a5f-987b-934db4871c30 summary: "Stacklist is a branded content hub for real estate agents that aggregates their market expertise to become AI-recommended sources and improve client relationships. The brief outlines the product's unique value proposition, target customer profile (luxury agents earning $1M+ in sales), and early paid media results showing ~$100 CPL with conversion challenges." tags: "real-estate, paid-media, b2b-marketing, ai-citation, luxury-agents, lead-generation, branded-content" key_entities: "Stacklist (organization), Kyle (person), Ivan Ha (person), Greg Vladi (person), SERHANT (organization), Kanani Curtin (person), The Curtin Team (organization), ChatGPT (technology), Claude (technology), Perplexity (technology), Gemini (technology), Manhattan (location), North Atlanta (location), NYC (location), LA (location), Miami (location), Bay Area (location), AI-citation (concept), post-transaction-relationship (concept)" classification: "memo" content_hash: "sha256:6b8c37cd1db8c116718c1cd20ea1bd9132730cf8a26eb20d84a9d44be5c69fa2" acp_version: "0.2" token_counts_approximate: 2754 visibility: public agent_accessible: true status: "final" --- # Stacklist Paid Media Brief — Real Estate Vertical # Stacklist Paid Media Brief — Real Estate Vertical **Primary contact:** kyle@stacklist.app **Secondary contact:** ivanha@stacklist.app --- ## Please tell us about your product. Stacklist is a branded content hub for local expertise businesses. For real estate agents specifically, it's the place where everything they publish, recommend, and want clients to find lives in one organized, browsable destination under their brand — and where AI systems pull from when answering questions about their market. Reference hub: stacklist.app/gregvladi (Greg Vladi, SERHANT, Manhattan luxury). The consumer side of Stacklist is free and structural — it's the network that makes business hubs valuable. The paying customer is the business. --- ## What makes it unique? Value proposition. **The lead:** Stacklist is how real estate agents become the expert AI recommends. ChatGPT, Claude, Perplexity, and Gemini are already answering buyer questions about neighborhoods, schools, restaurants, and lifestyle. The agents whose content is structured and findable get cited. Everyone else gets skipped. **The mechanism:** Most of what an agent knows about their market lives scattered across Instagram, blog posts, listing sites, texts, and PDFs. AI can't see fragmented content. Stacklist pulls it together into a branded hub — structured the way AI systems need to cite confidently. **The compounding value:** Beyond AI citation, the same hub does three other things at once: 1. Closes the post-transaction relationship gap (89% of buyers say they'd use their agent again; only 25% do — NAR) 2. Replaces unmeasurable outbound marketing (newsletters, postcards, mailers) with one branded destination that proves what it's doing 3. Becomes the agent's "show them the hub" moment at listing appointments — a branded local guide competitors don't have --- ## What do customers say? Use directionally Themes from real estate conversations: - Surprise at being cited by AI systems for queries they didn't optimize for - The "show them the hub" moment at listing appointments - The post-close use case (sending the hub instead of a generic follow-up email) Reference clients for case study development: - Greg Vladi (SERHANT, Manhattan) - The Curtin Team (North Atlanta, 7 agents, active concierge workflow) - Kanani Curtin (suburban Atlanta) --- ## Have you done digital marketing before for this business? Yes, though prior history is consumer-focused and not directly relevant to this engagement. **Relevant to real estate vertical:** - Founder-led organic on Kyle's LinkedIn - Solutions page live at https://www.stacklist.com/real-estate - Motion graphic video currently live in this round of ads, more UGC generated content coming up this week --- ## What platforms and average monthly spend? Prior paid spend was consumer-targeted on Meta and TikTok. Not a useful baseline for this engagement. For this engagement, we are starting fresh with B2B targeting against real estate agents and small teams. --- ## What type of results did you achieve by platform? Prior consumer CPAs ($1-12 range on profile registrations) are not a relevant benchmark. Business account acquisition is a different motion: longer consideration cycle, higher LTV, different creative. Right now, for real estate CPL is ~$100 (first two weeks of running the ads) - but none of those leads have turned into customers. Out of the 10 mentioned, only 3 came through. All 3 canceled. So no luck yet. --- ## Ideal / target customer **Primary ICP: luxury-oriented individual real estate agents and small teams.** - Average sales price: $1M+ - Marketing-conscious; already investing in their brand - Top 20-30% of active producers in their market - AI-curious: aware that ChatGPT and other AI tools are changing how buyers find agents, and either actively exploring it or anxious about being left behind - Geographies: US first, with weight on coastal luxury markets (NYC, LA, Miami, Bay Area) and emerging luxury (Austin, Nashville, Scottsdale, suburban Atlanta) **Secondary ICP:** small agency and team leaders (under 500 agents) evaluating marketing solutions for their roster. **Audience signals for targeting:** - Job titles: real estate agent, broker, REALTOR, real estate advisor, listing agent - Brokerages of note: Compass, Douglas Elliman, Sotheby's International Realty, Coldwell Banker Global Luxury, The Agency, SERHANT, Corcoran, Berkshire Hathaway HomeServices Luxury Collection - Designations: CLHMS (Certified Luxury Home Marketing Specialist), Institute for Luxury Home Marketing membership - Behavioral: follows Tom Ferry, Ryan Serhant, The Broke Agent, Inman; engages with real estate tech, AI, and marketing content **Who this brief is NOT for:** - Discount or transactional agents - Large franchise corporate buyers (different motion, handled directly) - Consumers --- ## Where are these customers based? US-focused for this campaign. Highest density in luxury markets listed above. English-language only. --- ## How many customers do you currently have? Approximately 80 paying business accounts. MRR grew 10x in 3 months after launching the B2B side of the platform. Total platform users (free + paid, consumer + business): ~19,000+. Consumer side is free by design and not the target of this campaign. --- ## Repeat or one-time? Subscription. Monthly or annual billing. - Solo: $49/mo or $500/yr - Team: $99/mo or $900/yr (5 seats, additional $20/seat/mo) - Agency: $249/mo or $2K/yr (10 seats, multi-workspace capable) - Organization: $499/mo or $4K/yr (50 seats) Optional concierge add-ons: $149 one-time onboarding through $499/mo+ managed service. --- ## Goals: awareness, leads, sales? **Primary goal: paid acquisition of real estate agents to Solo and Team tiers.** Order of priority: 1. Demo requests for Agency / Organization tiers 2. Real Estate/ Business ICP qualified free signups 3. Real estate landing page traffic for retargeting and brand lift --- ## What type of results are you shooting for? [Targets to be calibrated with the agency after a learning period. Initial directional targets below — open to agency recommendation.] - Demo requests: my gut says it shouldn't be more than $50 CPL - but I'm not sure Open to agency proposing the right KPI framework given budget and audience size - $3000 per month. --- ## Planned monthly budget **$3,000/month** to start. We expect a learning period and are aligned on giving the engagement runway before judging results. If the unit economics work, we are prepared to scale. --- ## Customer data: what we have and where it lives - **PostHog** — product analytics, primary source of truth for app behavior. AI crawler data also tracked here. - **Attio** — CRM and pipeline. MCP integration available. - **Loops** — email marketing and lifecycle delivery. - **Otterly.ai** — GEO monitoring for AI discovery performance (relevant for the AI angle in creative — we can pull real data on which hubs are being cited and where). - **Sanity** — blog and content CMS. UTM convention for marketing site signups: `utm_source=stacklisthub&utm_medium=website&utm_campaign=organic`. Paid campaigns should use clean source/medium/campaign tagging that persists through signup and attaches to user records in PostHog. --- ## Website URLs - **Marketing site:** stacklist.com - **App / platform:** stacklist.com - **Real estate solutions page (campaign landing):** stacklist.com/real-estate - **Reference hub for creative:** stacklist.com/gregvladi --- ## Pixels and tracking Meta pixel installed ## Creatives **Available now:** - Solutions page live at stacklist.com/real-estate - AI crawler / citation data from PostHog and Otterly: 2.1M AI actions in 90 days - Tom's motion graphic video currently live **In production:** - UGC videos made for real estate agents, leading with AI discovery among other benefits (10 total) **Available on request:** - Customer testimonial video commitments - Static assets via Valerie (Visual Designer) - Founder talking-head content from Kyle if needed for paid social --- ## Creative direction **The hook: AI discovery and citation.** This audience is asking about AI. They've heard ChatGPT can recommend things. They've seen Google's AI Overviews. They want to know what their existing marketing is or isn't doing for them in that world. Lead there. **Hero / headline territory (use, adapt, test):** - "Get cited by AI." - "Become the expert AI recommends." - "Pull together everything you publish, recommend, and want found. Get cited by ChatGPT, Claude, and Perplexity." - "Posts disappear. Build something that compounds and gets cited." - "Your best content lives everywhere. AI can't use it." - "Content stays where it lives. Stacklist brings it together. Structured for AI." - "AI is sending business to agents in your market. Make sure it's you." **Supporting / body:** - A branded content hub for everything you know about your market - Structured the way AI systems need to cite you with confidence - Browsable like a menu, not scrollable like a feed - The same hub that gets you cited by AI keeps your past clients close after closing - Replaces newsletters, postcards, and campaigns nobody tracks **CTA options:** - Relationship angle: "Build a hub that keeps your clients close after closing." CTA: Start your free hub. Targeted at agents feeling the post-transaction drop-off. - AI/discovery angle: "AI is sending referrals to agents in your market. Make sure it's you." CTA: See how it works. Targeted at agents who are competitive and fear being left behind. - Direct replacement angle: "Replace your newsletter, postcards, and cold calls with one hub that works 24/7." CTA: See what your hub looks like Offer for all: Full refund if not satisfied within the first 14 days. Our concierge team will build out your hub for you for free, which is a $149 value. **Creative architecture for this audience:** 1. Hook with AI citation (the cold-scroll thumb-stop) 2. Show the hub (the product moment — Greg Vladi or similar) 3. Add the secondary benefit (post-close relationships, marketing replacement) so it doesn't feel like a one-trick AI play 4. CTA to real estate page **Tone notes:** - Confident, not hypey. This audience has seen every "AI for real estate" pitch already. Sharp and specific beats breathless. - Show the product. A hub on screen is worth more than any AI claim. - "Cited by AI" / "the expert AI recommends" framing keeps the agent as the protagonist. Avoid creative where AI is the hero. --- ## What we will NOT do - Use the word "tool" (Stacklist is a marketing replacement, not a SaaS tool in the stack) - Use the word "pivot" (the consumer-first phase was intentional; we launched the B2B side of the platform) - Lead with platform critique ("Instagram is dead," "websites are dying") - Position against named competitors hostilely - Fabricate metrics or testimonials. Any number used externally must be verified with Kyle. ---