Domain · Demand generation execution
What it covers
Turning budget into qualified renter intent and started conversations. Everything from picking channels to optimising live campaigns. The highest-leverage domain in the loop — decisions here cascade through every later activity.
Activities
- Channel selection and budget allocation.
- Creative development — copy, imagery, landing pages, content angles.
- Campaign setup, launch, monitoring, and optimisation.
- Organic and content-driven demand generation.
- Structured experimentation across channels, creatives, and audiences.
- Attribution — knowing which spend produced which conversation.
- Killing what isn't working.
Operations
Channel test operation
Signal: New channel idea proposed. Steps: Small-budget pilot → defined success criteria → keep / kill / scale decision. Closed state: Decision made against success criteria; outcome logged. Cadence: Continuous; ideally one new test in flight at any time.
Creative refresh operation
Signal: Performance decay detected on live creative. Steps: New creative variants generated → A/B testing → winner promoted, losers retired. Closed state: Winning variant live; loser variants retired. Cadence: Continuous.
Weekly spend review operation
Signal: Week boundary.
Steps: Pull spend by channel, CAC by channel, conversion by channel → reallocate budget to what's working → document decisions.
Closed state: Budget reallocated; decisions documented.
Cadence: Weekly.
Depends on: renter-loop.diagnostics.cohort-revenue-analysis for true cohort-level CAC.
Attribution reconciliation operation
Signal: Month boundary.
Steps: Match spend to started conversations to leases at cohort level → identify channels where attribution is breaking → fix tracking.
Closed state: Spend matched to signed leases at cohort level; tracking gaps fixed.
Cadence: Monthly.
Depends on: renter-loop.attribution.cohort-lease-to-cash.
Notes
Because concierge matching is defining, demand generation is judged not just on cost-per-conversation-started but on the quality of conversations attracted. A channel that produces high volumes of low-fit renters is a worse channel than one that produces fewer, well-matched conversations — even at higher cost-per-start. The diagnostic feedback from later domains should reshape channel selection over time.