Table of Contents
Budget follows goals, not the other way around #
Collaborate with the executing team to propose a budget that can support the move-in target. Do not spend the full budget on day one.
Phased spending model #
- Phase 1 (Learn): Start lean; A/B test copy, creatives, landing pages, and bid strategies.
- Phase 2 (Prove): Scale winners; pause or kill underperformers.
- Phase 3 (Scale): Increase spend proportionally to marginal CAC improvements.
Core line items #
- SEO (technical + content + local).
- Google Ads (Search/PMax) with tight geo & keyword targets.
- Social (organic + paid) including retargeting.
- Email/SMS nurture for abandoned inquiries.
- Reputation management to boost local SEO.
