Increasing Top of The Funnel leads for Arrenda through a high-skilled fractional Ex-Head of Growth

January 20, 2024

About the company

Arrenda is a fintech startup that provides financial products & property management solutions to the real estate markets of Latin America. Its flagship product advances up to 12 months of rent payments to landlords through its digital platform. Arrenda was founded in 2022 and is based in Mexico City.

Primary industry:
FinTech
Financing status:
Seed
Primary Office:
Mexico City, Mexico

Problem Statement

Arrenda faced the challenge of increasing the quality and quantity of its lead generation through paid ads. However, at the time, they lacked a senior role with the adequate skills, and experience to lead the effort and run tests from scratch. The need was pressing due to growth targets, but hiring a full-time role was proving both time-consuming and expensive.

  • Year: 2022
  • Operators matched: 3
  • Operators selected: 1
  • Satisfactory outcome: Yes

Case Study

Problem Statement

Arrenda faced the challenge of increasing the quality and quantity of its lead generation through paid ads. However, at the time, they lacked a senior role with the adequate skills, and experience to lead the effort and run tests from scratch. The need was pressing due to growth targets, but hiring a full-time role was proving both time-consuming and expensive.

Project Type
Executive Mentoring - Upskilling
Primary Skillset
Growth Marketing
Problem Type
Not generating enough quality leads
Does not have the necessary skillset in the existing team
Can't find or attract the right talent in time
Potential negative Impact
Missing growth targets
Missed revenue opportunity
Root causes
Lack of internal skill or seniority
Budget constraints
Solution

Arrenda was matched with a senior Head of Growth from our community with on-the-ground experience at big names such as Uber, Higo, Félix, and Hola Cash to name a few. He trained junior team members on how to run high-potential experiments to acquire new customers using Google Ads and other platforms, based on years of experience in the fintech industry.

Solution

Arrenda was matched with a senior Head of Growth from our community with on-the-ground experience at big names such as Uber, Higo, Félix, and Hola Cash to name a few. He trained junior team members on how to run high-potential experiments to acquire new customers using Google Ads and other platforms, based on years of experience in the fintech industry.

Project Format & Description

Mentorship and advisory to the growth, marketing, and partnership team members over two months, along with the leadership team, to discover new acquisition channel sources that generate sustainable growth.

  • 3 hours of weekly mentorship.
  • 1 hour weekly of offline support for the team (to help them solve day-to-day challenges).

Time commitment

  • 8 weeks
  • 4 hours per week

Outcome and Impact

Arrenda was matched with a senior Head of Growth who trained junior team members on how to run high-potential experiments to acquire new customers using Google Ads and other platforms in a way that can produce replicable results, based on years of experience in the fintech industry. Arrenda ended up with a new strategy that renders ~150 new real estate brokers’ leads weekly. More importantly, the team acquired the know-how to experiment and create similar strategies to acquire other client segments. The time completion was 2 months. It is important to note that the client company was originally thinking of acquiring a full-time role to tackle this challenge, and would have incurred a much larger time and monetary cost.