Client Overview
Ridley is a modern real estate platform that empowers homeowners to sell their homes with full control and expert support — without paying traditional agent commissions. Ridley's flagship product, Ridley Pro, offers a flat-fee listing service that saves sellers an average of $26,500 compared to a traditional 3% agent commission on a $1M home. To date, Ridley sellers have collectively saved over $5,120,000 — and counting. Backed by a passionate team of real estate and technology experts, Ridley is redefining what it means to sell your home on your terms.
Challenge
When Ridley partnered with Joya Digital, the platform had a compelling product-market fit but no structured paid media strategy to drive consistent lead flow. Homeowners actively searching for alternatives to traditional agents represented a massive but largely untapped opportunity. Ridley needed a multi-channel approach that could reach sellers at multiple stages — from those actively searching on Google to homeowners passively scrolling on Meta and the Reddit communities where real estate conversations happen organically. Our challenge: build a high-volume, high-quality lead generation engine from scratch — integrating seamlessly with Ridley's HubSpot CRM — across three distinct paid channels simultaneously.
Our Process
We launched three channel campaigns simultaneously with a unified lead tracking framework — all flowing directly into Ridley's HubSpot CRM. Each channel was architected to serve a distinct role in the funnel, with shared audience exclusions to prevent overlap and wasted spend.
- Google Search: High-intent keyword campaigns targeting active home sellers searching "how to sell my home without an agent," "flat fee MLS listing," and "save on real estate commission" — capturing bottom-of-funnel demand
- Meta Ads: Prospecting and retargeting campaigns reaching homeowners aged 35–65 with lookalike audiences modeled on Ridley's existing customer base — driving awareness and consideration
- Reddit Ads: Targeted campaigns in high-value subreddits including r/RealEstate, r/FirstTimeHomeBuyer, and r/personalfinance — reaching audiences already engaged in relevant conversations with authentic, community-native messaging
- All leads flowed into a unified HubSpot pipeline with UTM tracking per channel, enabling accurate attribution and ongoing CPL optimization
With three channels live, we developed a cohesive creative and messaging strategy tailored to each platform's unique audience behavior. The core value proposition — saving tens of thousands vs. traditional agents — was the anchor, but message delivery varied significantly by channel.
- Google: Direct, benefit-driven copy leading with savings — "Sell Without an Agent. Keep $26,500 More." Tight ad/keyword alignment for maximum Quality Score and lower CPCs
- Meta: Lifestyle-forward imagery of happy homeowners paired with savings-calculator creative; video ads showing the Ridley Pro dashboard and simplified selling process
- Reddit: Community-native tone — conversational, transparent, and value-driven. Avoided hard-sell language; instead framed Ridley as the "insider tip" the real estate industry doesn't want you to know
- Developed a savings calculator landing page variant (mirroring the interactive tool in the app) that boosted conversion rates by 31% vs. the standard homepage
With volume flowing, we shifted focus to lead quality and funnel efficiency. Our HubSpot integration gave us full visibility into which channels and creatives were producing leads that actually converted downstream — not just form fills.
- Built automated HubSpot workflows to score, segment, and route leads by channel, home value, and intent signals — enabling the Ridley sales team to prioritize the highest-value prospects
- A/B tested lead form length: a short 3-field form (name, email, home value) vs. a longer 6-field qualification form — the shorter form drove 2.4x more leads at lower CPL
- Launched mid-funnel email retargeting sequence for leads who hadn't booked a consultation, integrated with paid retargeting on Meta — reducing lead-to-consultation drop-off by 38%
- Deployed dynamic keyword insertion on Google Search ads to match exact search query language — significantly improving CTR and Ad Relevance scores across top keywords
- Created a Reddit-specific retargeting segment for users who engaged with Ridley content but hadn't converted, delivering a follow-up "savings calculator" ad with strong bottom-of-funnel messaging
The savings calculator landing page and customer story creatives consistently produced the highest-quality HubSpot leads across all three channels — with the shortest path to booked consultations and the lowest cost per qualified opportunity.
With a proven funnel producing consistent, qualified leads, we scaled spend aggressively across all three channels — prioritizing Google for intent-driven volume, Meta for cost-efficient prospecting, and Reddit for high-engagement community audiences. The result: 780 HubSpot leads in 3 months.
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