Commercial real estate
A commercial real estate agency in Dandenong.
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Social StatusSocial Status | Positioning and Growth Partnership
The ambition
Let’s make Social Status the go to social media partner for established service businesses.
A stronger market position and a more focused growth engine that attracts better clients, makes sales easier and gives the team one direction to build around.
Prepared for Josh Klein and Social Status
Mario Paguio and Kaizen Collective
The short version
The agency is healthy. The next stage needs focus.
Social Status is already a healthy agency.
It has loyal clients, an experienced team, strong creative capability and a business turning over millions.
Josh also described growth as a grind.
Every new campaign begins with another attempt to explain the business. Advertising attracts prospects with mixed expectations. Sales conversations start too broadly. The team serves such a wide variety of clients that repeatable sales and delivery processes are difficult to establish.
The agency itself is more defined than the way it currently appears to the market.
Kaizen will help Social Status choose the lane it wants to own, build an offer around that position and connect the website, advertising, follow up and sales process around the same idea.
01
During the first month, we will define the position, offer and client journey.
02
From the second month, we will run the growth engine, improve lead quality and activate the existing database consistently.
03
The investment is $2,000 per month, billed weekly. Advertising spend remains separate.
01 | Where Social Status wins
Social Status has already shown us where it wins
The examples Josh reached for during our conversation were telling.
Mortgage brokers
Mortgage brokers who need a professional presence, even if Social Status does not want to promise them one hundred leads.
Specialist medical
A vasectomy clinic that struggled to find a social agency willing to understand an unusual and sensitive business.
These are established businesses with something real to explain.
They are not trying to become internet famous.
They want to look professional, remain visible and trust that someone capable is looking after their presence.
Social Status is well suited to that work.
EcommerceHospitalityFashionContentAdvertisingProfessional services
Established service businesses
The current website tells a broader story. It speaks to brands big and small across ecommerce, fashion, hospitality, food, medical, property, automotive, finance and professional services.
It offers social management, content creation, shoots, advertising, boosting, community management and influencer marketing.
Every service is legitimate.
Together, they make it difficult to see which kind of business Social Status understands better than anyone else.
That broad position follows the prospect into the sales conversation. A mortgage broker arrives expecting leads. A restaurant wants content. A consumer brand wants reach. An ecommerce business wants performance.
Social Status can serve many of them, but every variation adds another sales explanation, another delivery model and another set of expectations for the team to manage.
The next stage of growth needs a centre.
02 | The position
The lane Social Status can own
Josh described the opportunity in simple terms: service based businesses.
More specifically, established service businesses with expertise, reputation and a real commercial offer behind them.
They do not need Social Status to manufacture a personality or chase every trend.
They need an online presence that reflects the quality of the business they have already built.
That gives us a strong starting position:
The position to own
Social Status helps established service businesses look as credible online as they are in real life.
The final position will be developed through the work.
We will examine the clients Social Status would happily clone, the work the team performs best, the sales conversations that close fastest and the expectations that create poor fit.
From that, we will define who Social Status is for, what those clients are buying and why they should choose Social Status over a freelancer, content studio or performance agency.
The result should make the business easier to explain in one conversation.
It should help the right prospect recognise themselves immediately.
It should also make it easier for the team to decide what fits the direction of Social Status and what does not.
01
Established
A real business with proven demand
02
Service led
Trust drives the buying decision
03
Ready to grow
Delivery capacity already exists
03 | The model
You have already experienced the model
The most relevant proof is the journey that led to this proposal.
Josh found a message that felt specific to his situation.
The landing page explained the offer without asking him to interpret a large service menu.
The follow up was timely and considered.
By the time we spoke, Josh already understood why the conversation could be useful.
That journey worked because each part carried the same idea.
- Focused position
- Relevant message
- Considered page
- Timely follow up
- Qualified conversation
This is what Social Status currently lacks for itself.
A new advertisement cannot solve that alone.
The advertisement, offer, landing page, automation and sales conversation all need to make the same promise to the same kind of buyer.
Once that foundation is in place, the individual marketing pieces become much easier to create and improve.
04 | Month one
Month one | Give the business a position it can use
The first month begins with the business, not the advertisements.
We will review the strongest existing clients, current packages, previous campaigns, sales process, website, database and the language prospects use when they buy.
That work will produce five practical outcomes.
- 01
A defined ideal client
A useful definition that goes beyond industry.
We will identify business maturity, decision maker, commercial model, expectations, internal capability and the problem Social Status is best equipped to solve.
- 02
A market position
A concise explanation of who Social Status serves, what it helps them achieve and why its approach suits established service businesses.
- 03
A focused offer
The current packages explain the volume of work a client receives.
The new offer will explain the value of that work to the client.
It will give the right prospect a compelling reason to begin a conversation without forcing Social Status into a performance promise it does not want to make.
- 04
A messaging direction
The position and offer will become the language used across the landing page, advertising, follow up and sales process.
The website will also receive a commercial messaging direction so future changes support the same position.
- 05
A working client journey
We will build the focused landing page, booking path, GoHighLevel pipeline and follow up required to turn interest into a qualified conversation.
By the end of the first month, Social Status will have a position it can explain, an offer it can sell and a client journey ready to launch.
05 | Month two onward
Month two onward | Run the growth engine
From the second month, Kaizen takes responsibility for generating demand and improving the journey.
We will manage the paid campaigns, landing page performance, follow up, database activation and reporting.
Social Status already has a creative team. We are not bringing in a second content department to compete with it.
Kaizen will define the audience, commercial angle, message and testing priority. The Social Status team can contribute the production capability and brand knowledge it already performs well.
That gives the creative team a more useful brief and gives every campaign a commercial purpose.
The existing database also becomes part of the plan.
Josh described roughly 3,500 contacts and a newsletter that was intended to be monthly but sometimes arrived every three months. There is useful history in that database, mixed with old and purchased records that should not be treated equally.
We will identify the valuable segments and build a campaign rhythm around the new position and offer.
The database should contribute to growth alongside paid media, rather than waiting for someone to find time to send another newsletter.
- 01
Demand
Paid campaigns and landing page performance
- 02
Creative
Commercial angles, messages and testing priorities
- 03
Conversion
Follow up and database activation
- 04
Reporting
Commercial visibility and ongoing improvement
06 | Working together
How we will work together
Josh does not need another person adding marketing ideas to his list.
Kaizen will make the recommendation, explain the reasoning and take responsibility for turning the agreed direction into work.
Mario will remain responsible for the strategy and final review.
01
Social Status brings
Social Status will provide business knowledge, honest feedback, approvals and creative capability.
02
Kaizen owns
Kaizen will own the positioning process, offer development, acquisition strategy, focused landing page, GoHighLevel journey, paid media, database activation and reporting.
Josh and the Social Status team will continue owning the sales conversation and the client experience after a prospect becomes a client.
The relationship should reduce the number of decisions Josh has to carry, while still giving Social Status proper visibility over what is being done and why.
07 | What success means
What success will mean
Josh described current advertising spend of roughly $12,000, leads costing around $130 and perhaps one sale for every twelve enquiries.
Those figures came from the conversation and will be validated once Kaizen can read the live advertising account, GoHighLevel and sales data.
The public Ads Library currently shows no active campaigns, so the working baseline will come from the actual accounts rather than an external snapshot.
A cheaper lead is not automatically a better result.
Social Status sells services worth thousands of dollars per month. Lead quality, sales conversion and client value matter more than producing the lowest possible number inside Ads Manager.
We will track qualified enquiries, booked conversations, attendance, sales conversion, client acquisition cost and the retained value of the clients acquired.
Josh described six new clients as a phenomenal result.
Once the baseline is established, we will determine what that target requires and manage the complete journey toward it.
- Qualified enquiries
- Booked conversations
- Attendance
- Sales conversion
- Client acquisition cost
- Retained client value
08 | The investment
The investment
The partnership covers the positioning and offer work, commercial messaging direction, focused landing page, GoHighLevel journey, database activation, Meta advertising management, creative testing direction, reporting and ongoing improvement.
Month one establishes the position, offer and client journey.
Month two begins the ongoing acquisition and improvement work.
Social Status Growth Partnership
$2,000 per month, billed weekly.
Advertising spend is separate and remains paid directly to Meta.
09 | Starting the work
Starting the work
Once the proposal is approved, Kaizen will send a short access checklist and begin with the clients Social Status would most like to replicate.
We will establish the live baseline, define the position and turn it into an offer and acquisition journey.
Social Status has built a successful agency through capability and effort.
The next stage is about focus.
When the market understands exactly who Social Status is for, the right prospects arrive with more context. Sales conversations begin further ahead. The team has a consistent commercial direction. Growth becomes easier to repeat.
Build the growth system behind the reputation.
Let’s make Social Status the go to social media partner for established service businesses.
mario@kaizencollective.com.au
Mario Paguio
Kaizen Collective