How We Helped Homestage Generate 204 Realtor Leads by Turning Features Into ROI
A case study in speaking to outcomes instead of technology
The Client
Homestage: Leading AI Virtual Staging for Real Estate
Homestage is an AI virtual staging platform purpose-built for real estate professionals. Their software empowers realtors, developers, and property managers to upload property photos and instantly generate fully furnished, listing-ready images using AI—at 97% lower cost than traditional staging.
With over 3,000 five-star reviews, 1M+ hours saved, and powerful features including furniture removal, 80+ interior styles, and instant 4K results, Homestage had both the technology and the credibility. But despite their impressive capabilities, their marketing wasn't converting prospects the way it should.
By the Numbers
  • 3,000+ five-star reviews
  • 1M+ hours saved for customers
  • 80+ interior styles available
  • 97% cost savings vs. traditional staging
  • Instant 4K results delivered
The Challenge
The Marketing Disconnect: Features vs. Outcomes
The Problem
Homestage's outbound messaging focused heavily on features: "AI staging," "instant results," "upload a photo and get furniture." While technically impressive, this was demand-capture messaging that only appealed to realtors already searching for a virtual staging provider.
The Core Issue
Most realtors weren't actively looking for staging software. They wanted listings that sold faster, for more money, and with less hassle. The message missed the emotional and financial core of the market: return on investment.
The objective became clear: build an outbound and email campaign that shows the business case for virtual staging. Transform Homestage's product from a "nice tool" into a sales multiplier for realtors.
Our Strategy
Four Principles That Changed Everything
01
Refined Audience Segmentation
We focused the campaign on real estate professionals most likely to feel the pain of slow listings, creating tailored messaging for each segment.
02
Messaging Overhaul: Features to Financial Impact
We rebuilt the entire outreach narrative around ROI and speed to sale, grounded in data from trusted industry sources.
03
Multiple Positioning Angles
We ran parallel campaigns testing different value propositions to identify which resonated most strongly with our target audience.
04
Localized Tone and Language
We adapted messaging for U.S. and Canadian markets, making copy sound like realtor-to-realtor conversation, not tech jargon.
Target Audience Segments
  • Realtors handling mid-to-high value properties ($400K+)
  • Real estate marketing teams
  • Property developers and staging consultants
  • Brokerage owners in competitive metro markets
Before and After Messaging
Before: "Upload your photos and our AI adds furniture."
After: "Close 3x faster and save thousands in staging costs without hiring designers or moving a single chair."
The Results: When Outcomes Drive the Conversation
204
Qualified Realtor Leads
Generated since July through the new messaging and targeting framework
4.7x
Performance Improvement
ROI-driven messaging outperformed product-led approach in reply and booking rates within 3 weeks
97%
Cost Savings Message
Highlighting savings vs. traditional staging resonated with cost-conscious realtors
The Principle That Changed Everything
Most technology companies make the same mistake: they sell features instead of outcomes. Homestage had impressive technology. But realtors don't buy technology. They buy faster sales, higher commissions, and lower costs.
By reframing the conversation from "what our software does" to "what you earn and save," we transformed a nice-to-have tool into a must-have business advantage. The technology didn't change. The conversation did.
Key Takeaway for Tech Companies
Stop selling what your product does. Start selling what your customers achieve. Position your solution as a revenue driver, not a feature list. When you speak to ROI, you speak the language of decision-makers.