Case Study
Supporting Qualia’s growth into a billion dollar company
160% more demo requests in the early QBR, followed by years of acquisition work.
Four15 Digital worked with Qualia as the real estate closing software company expanded its reach, product offering and customer base. Our work spanned paid search, Facebook and LinkedIn, with an evolving program for reaching new buyers and staying in front of prospects through a long B2B sales process. The supplied records cover work from 2018 through February 2022.
Qualia’s growth during that period was substantial. By November 2019, the company reported handling more than 15% of U.S. real estate transactions, up from 5% in March 2018. In December 2020, it announced a $65 million Series D at a valuation above $1 billion. Four15 supported demand generation during that expansion, alongside Qualia’s product, sales, partnerships and broader marketing efforts.
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Growth milestone
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Reported result
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Early marketing progress
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Demo requests +160%; traffic +227% 2018 QBR comparison with 2017
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Company adoption
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5% more than 15% of U.S. transactions March 2018 to November 2019
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Company valuation
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Above 1 billion December 2020 Series D
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Later Google efficiency
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57% more title leads on 15% less spend June to December 2021
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Marketing results and company milestones measure different outcomes. Valuation, funding and transaction share are company-level context, not revenue attributed to Four15. Sources and calculations follow on the internal pages.
Qualia sold software to a specialized market of title, escrow and lending professionals. The 2018 QBR identified limited search demand and expensive clicks. Search could capture active interest, but growth also required reaching relevant people before they were ready to request a demo.
We built the advertising approach around the buyer’s relationship with Qualia: new prospects, existing contacts, customers and former customers. That gave the team a framework for choosing audiences, offers and success measures instead of asking every ad to produce an immediate sale.
We used LinkedIn job titles and account audiences, Facebook prospecting and CRM lists to reach relevant professionals. Content, webinars and event campaigns introduced Qualia to buyers who were not actively shopping for software. Search and remarketing then gave interested prospects a path to request a demo. In the early QBR, paid search accounted for 35% of traffic and 37% of demo requests.
The work expanded into enterprise and lender campaigns, customer upsell initiatives and promotion of Qualia’s FORES events. We coordinated audience lists, creative calendars and landing pages with Qualia’s team. By 2022, the notes show continued refinement of small-business and lender targeting, including job seniority and experience exclusions on LinkedIn.
Four15 introduced Facebook lead forms in December 2019 and followed with LinkedIn lead-generation campaigns. A January 2020 review reported Facebook cost per contact falling from $208.09 in November to $44.61 over the trailing 30 days, a 79% reduction.
We also tested demo landing pages and reviewed search terms with Qualia. In May 2021, one Google branded campaign experiment reported a lower cost per lead, while two other tests did not show the same improvement. The team used those findings to guide subsequent landing-page decisions.
We worked through HubSpot and Salesforce reporting, attribution differences and lead status gaps with Qualia’s team. Audience and form changes aimed to reduce irrelevant submissions from consumers and service providers while retaining qualified business prospects. This helped keep the program focused on the people Qualia’s sales team needed to reach.
The November 2018 QBR reported traffic up 227% and demo requests up 160% versus 2017. Later, a Google report isolating title leads showed 86 leads in June 2021 and 135 in December, while spend fell from $22,075 to $18,832. Calculated cost per lead fell from $256.69 to $139.49. November had been weaker, so the later improvement was a recovery as well as growth.
The February 1, 2022 review reported 189 Google title leads for January. The relationship continued through the February 22 notes. Across those years, Four15 helped Qualia build awareness, generate demand and improve acquisition efficiency as the company became a major real estate software platform.