Case Study: FxARK

Blindernveien 5
0361 Oslo, Norway

Tel: +47 23 35 79 70

post@fxark.no

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Results on only 7 days (best week)

Leads: 28

Booked meetings: 15

Amount spent: 190$

Cost per lead: 6.7$

Cost per meeting: 12.6$

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Introduction

In October, we began our partnership with FxARK, an architecture firm primarily focused on large-scale projects like collaborations with developers. However, they lacked a defined strategy for generating leads and projects, relying mostly on word-of-mouth referrals. Additionally, their operations were managed using TEAMS and Excel, with no dedicated CRM system in place. Our goal was to introduce more structured and efficient systems, focusing on both large and private residential projects, where we could leverage AI and marketing strategies to assist them.

Initial Challenges

When we first connected with FxARK, it was clear that there was a significant opportunity to streamline their lead generation process. They had limited visibility into the effectiveness of their efforts, and there was no automation in place to manage their leads. Without a CRM system, organizing and tracking potential clients was challenging. The firm also had a limited budget allocated for SEO and Google Ads but had no strategy to maximize these resources effectively.

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Our Approach

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CRM Integration and Data Migration

We introduced FxARK to our customizable CRM system, designed to meet their specific needs. We started by importing all their existing data and organizing it in one place, enabling efficient management and communication. This system also allowed us to implement a more structured process for handling leads.

Calendar Integration

To make meeting scheduling seamless, we helped FxARK set up a Calendly calendar linked to their Outlook calendar. This ensured that meetings could be booked with minimal friction, allowing for a more efficient use of their time.

Landing Pages and Lead Magnets: The Checklist

We began by creating landing pages that offered valuable, no-pressure content. Our team developed a lead magnet: a checklist with helpful tips for residential projects like extensions, remodeling, and new builds. This checklist was initially offered to gather leads and provide useful insights. Importantly, these checklists were delivered automatically through the CRM system once a lead filled out the form, ensuring a smooth and automated process for both FxARK and the leads.

Facebook and Instagram Advertising

With proven results on Facebook and Instagram, we created targeted ads promoting the checklists. This approach initially generated leads at around 80 NOK each. However, we quickly realized that not all of these leads were ideal for FxARK’s target market.

The Price Calculator: An Innovative New Product

To improve lead quality, we pivoted from the checklist to a more advanced offering: a price calculator powered by JavaScript. This was a completely new product we developed specifically for FxARK. The calculator guides users through a series of questions about their project, gathering key information to provide a detailed cost estimate. The powerful JavaScript logic works in the background, instantly calculating the estimate based on the user’s input.

But the innovation doesn’t stop there. To ensure that we only received valid, serious leads, we integrated the price calculator with Hunter.io, an API that verifies the email addresses of users before sending them through. This added layer of validation ensured that FxARK's team wouldn’t waste time on unqualified or invalid leads.

Automation and Data Syncing with CRM

Once the user submits their project information and receives the estimate, all the data—along with the verified email—is automatically sent to FxARK’s CRM system via a Webhook API. This ensures that all the lead details are captured instantly in the CRM, triggering automated workflows for follow-ups and meeting scheduling.

This automation not only improved the quality of leads but also significantly reduced manual intervention. It allowed FxARK to focus on engaging with the most promising leads, without the need to handle each submission individually.

The Checklist as a Bonus

As part of the transition to the price calculator, we kept the checklist as a free bonus. Leads who completed the price calculator also received the checklist, further adding value to their experience. This change allowed us to provide both immediate value and more precise project estimates, resulting in higher-quality leads.

Ongoing Refinement and Results

While the price calculator led to an increase in lead cost, it also significantly improved the quality of the leads. After refining the process, we settled at a steady lead cost of around 200 NOK, with about 60% of leads converting into meetings. Within just one month of implementing this system, FxARK successfully secured their first project, which the CEO, Eva, described as a "once in a lifetime" opportunity.

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Our Role

Throughout this process, we handled all aspects of lead generation and meeting booking for FxARK. We created the landing pages, developed and managed the ads, and provided ongoing advice. We also managed all incoming leads—contacting them, qualifying them, and scheduling meetings directly in FxARK's calendar. This meant that FxARK's team had to do nothing except show up for the meetings.

Conclusion

Working with FxARK has been an incredibly rewarding experience, and the results speak for themselves. By introducing a fully integrated CRM system, improving lead capture with optimized landing pages and targeted ads, and developing an innovative price calculator with email validation and automatic data syncing, we’ve helped FxARK build a steady flow of high-quality leads. The transition from checklists to the price calculator, with the checklist as an added bonus, allowed for greater lead precision and automation, ensuring an efficient and seamless process. Our continued collaboration ensures that we’ll keep refining and improving the process, and we’re excited to see what’s next.

This case study not only demonstrates the power of automation and AI in the architecture industry but also showcases how focused, well-structured marketing strategies can generate tangible, high-value results.

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