A hundred thousand leads without losing the economics

Where things stood

RentReporters helps renters build credit by reporting their rent payments to the bureaus — a product with an enormous audience and very little room for acquisition error. Growing meant scaling a multi-million dollar budget without letting cost per lead drift.

What we changed

• We ran channels as a portfolio. Paid social, paid search, and SEO were managed against one CPL and CAC target, with budget re-weighted weekly toward whatever the data earned.
• We treated landing pages as a lab. Audience-specific messaging and steady UX testing pushed conversion to 25–30% — two to three times the industry norm.
• We automated the lifecycle. Behavioral triggers built on platform data tripled email conversion. Along the way I led implementations of both Salesforce Marketing Cloud and HubSpot, working with a direct report and an agency partner.

How it turned out

More than 100,000 leads in a single year with the acquisition economics intact — which is the hard part, and the reason the machine kept scaling instead of burning out.