Real estate advertising is sharply seasonal — 40% of transactions happen between April and July, and revenue fell off a cliff every November through mid-January. When post-COVID rate increases slowed residenial transaction volume further, the sales team needed a high-margin, high-volume product to sell into that soft period, without the engineering lift a true subscription model (explored in the PMF exercise) would have required.
I designed a credit bundle — 10 or more listing ads sold at a 30% discount, the deepest we'd ever offered, with a 12-month use-it-or-lose-it expiration. I realized our existing system could facilitate custome invoices and generate unique, auto-expiring coupon codes tied to a specific ad store, which meant the offer could ship without new product development.
I built an external checkout page, trained the full sales org on how to sell and log it against a Salesforce opportunity, built the supporting product-marketing and website content, and partnered with Finance on a revenue-recognition model for the new transaction type.