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In the dynamic world of commercial real estate technology, Kevin Rippon stands out as a fearless leader. As the head of marketing at VTS, a trailblazer in the industry, Kevin has been instrumental in transforming the company's brand and market presence. Join host Stephen Lowisz in this episode as they dive into Kevin's leadership and uncover his industry tactics. VTS has grown from a modest operation to a powerhouse with over $100 million in recurring revenue, disrupting the traditional landscape of commercial real estate. His approach is not only about embracing change but about leading it, empowering the industry to evolve with confidence and audacity.

From Tech Enthusiast to Marketing Leader

Kevin's journey to leading VTS's marketing efforts is a testament to his versatility and expertise. With over a decade of experience in product marketing and user experience, Kevin has honed his skills across various sectors, including finance and fashion. His background as a consultant for Goldman Sachs and his experience with Dia & Co, an innovative e-commerce platform, have equipped him with a unique perspective on marketing strategies and conversion optimization.

At VTS, Kevin leads a robust team of ten across product marketing, growth, digital PR, and events. Despite the company's size—700 employees strong—his team remains agile and highly effective, embodying the "leaner and meaner" ethos that VTS champions. This approach allows for rapid adaptation to market changes and fosters an environment where creative solutions are not just encouraged but expected.

Marketing Challenges and Opportunities in Commercial Real Estate

Navigating the commercial real estate industry presents unique challenges. Traditionally under-technologized, the sector is gradually embracing diversity and innovation. Kevin's strategy involves positioning VTS as a cutting-edge tech company, leveraging a bold and modern brand image. This approach not only differentiates VTS from competitors but also appeals to a broader, more tech-savvy audience.

One of the tactical pillars of Kevin's strategy is the implementation of technical SEO on e-commerce platforms. This ensures that VTS's online presence is not only robust but also easily discoverable by potential clients. By optimizing site architecture and content for search engines, Kevin ensures that VTS remains a step ahead in the digital space, driving organic traffic and increasing lead generation.

Key to this strategy is the use of interactive and animated content, developed with tools like Seros, which captivate and engage potential clients. Kevin also employs a diverse array of marketing channels, including LinkedIn, YouTube pre-roll, Google Ads, and influential trade publications such as BizNow, ensuring that VTS's message reaches its target audience effectively. The integration of new technologies into these campaigns allows for more personalized and impactful interactions with potential clients, setting VTS apart in a crowded marketplace.

The Art of Conversion Rate Optimization and Persona Development

Conversion rate optimization (CRO) is at the heart of Kevin's marketing philosophy. His work at Dia & Co, where he revamped the style quiz to boost conversions by 30%, illustrates his prowess in this area. At VTS, Kevin applies similar tactics, focusing on optimizing landing pages and ad creatives to maximize engagement through the marketing funnel.

Understanding the customer's journey is crucial, and Kevin invests heavily in persona development. His comprehensive persona guidebook details business outcomes and motivations, tailoring marketing strategies to meet the specific needs and challenges of different buyers. This customer-centric approach ensures that VTS addresses real business challenges, fostering stronger connections with its audience. Data analytics play a crucial role in this process, providing insights into customer behavior and preferences, allowing for more informed decision-making and strategic adjustments.

Challenges of Maintaining Brand Consistency Across Diverse Channels

Maintaining brand consistency across diverse channels is another challenge that Kevin adeptly manages. By developing a clear brand voice and visual identity, Kevin ensures that every piece of content—whether a LinkedIn post or a YouTube ad—aligns with VTS's core values and messaging. This consistency not only strengthens brand recognition but also builds trust with the audience, reinforcing VTS's position as a leader in the industry.

Team collaboration is vital in executing these complex marketing strategies. Kevin fosters a culture of open communication and innovation within his team, encouraging members to share ideas and feedback. This collaborative environment ensures that every campaign is well-coordinated and executed to the highest standard, maximizing impact and driving growth.

Selling to Non-Technical Buyers: A Strategic Insight

One of the most significant hurdles in the tech-driven real estate market is selling to non-technical buyers. Kevin's strategy focuses on demystifying technology and emphasizing the tangible business solutions VTS provides. By understanding the pain points and motivations of his audience, Kevin crafts compelling narratives that resonate with decision-makers, bridging the gap between technology and business needs.

Successful campaigns under Kevin's leadership have not only increased VTS's market share but also solidified its reputation as an industry disruptor. For example, a recent campaign targeting mid-sized property managers resulted in a 40% increase in engagement and a 25% boost in conversions, showcasing the effectiveness of VTS's targeted, persona-driven approach.

Actionable Takeaways for Marketers

For marketers in similar industries, Kevin Rippon's approach offers several actionable takeaways:

1. Embrace Technology: Leverage the latest tools and platforms to enhance your marketing efforts and reach new audiences.
2. Prioritize Conversion Optimization: Continuously analyze and optimize your conversion paths to increase efficiency and drive growth.
3. Develop Detailed Personas: Invest in understanding your audience's needs and motivations to tailor your strategies effectively.
4. Foster Team Collaboration: Encourage open communication and idea-sharing to drive innovation within your marketing team.
5. Maintain Brand Consistency: Ensure your brand voice and identity are consistent across all channels to build trust and recognition.

In conclusion, Kevin Rippon's bold and innovative approach to marketing is setting new standards in the commercial real estate industry. By embracing modern branding, interactive content, and a deep understanding of customer personas, he empowers VTS to lead the market with confidence and flair. As VTS continues to grow and evolve, Kevin's influence promises to keep the company at the forefront of industry disruption, driving business growth with a daring yet strategic approach.

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