Company Overview: а specialized real estate agency operates in a highly competitive market with 1,700 agencies and 10,000 private agents. By implementing the Advanced Jobs To Be Done (AJTBD) methodology, the agency increased client meetings by 30%, improved conversion rates from 10% to 14%, boosted Return on Marketing Investment (ROMI) from 800% to 1,200%, and surpassed $250,000 in monthly revenue.

This case study, shared by the agency’s owner Den, highlights insights gained from a training program, “How to Build a Product,” with commentary from the trainer, Ivan

Challenges with Traditional Segmentation

Previously, the agency relied on demographic segmentation (e.g., age, income) to categorize clients into broad groups like “business-class” or “comfort-class.” This approach was ineffective, as it failed to provide actionable insights for competing in a crowded market.

Den observed that diverse clients—ranging from young adults to retirees—purchased apartments, but demographic data didn’t explain their motivations. Den believed the key was addressing clients’ tasks and pain points, but he lacked a framework to articulate this until discovering AJTBD.

Effective Segmentation with Jobs To Be Done

After the training, the agency redefined its client segments based on their core “jobs” (tasks or goals) rather than demographics. The agency focused on two key segments:

  1. First-Time Buyers Seeking Security: These clients prioritize owning an apartment to feel secure. For them, the fact of ownership outweighs luxury or comfort, as not having a “home base” creates a sense of vulnerability.
  2. Current Homeowners Seeking Better Living Conditions: These clients already own a property and feel secure, so their focus shifts to improving comfort, such as gaining more personal space or avoiding clutter like scattered children’s toys.

A third segment—investors seeking passive income through rentals—was identified but not prioritized. These clients view apartments as investment vehicles, prioritizing rental income over mortgage payments. With AJTBD, the agency gained clarity on client goals and tasks, contexts, and how to tailor solutions.

Restructuring Operations

The agency transformed its approach to sales and marketing:

  • Personalized Sales Process: The agency now gathers detailed client information—current living situation, pain points, and high-level goals—to offer tailored solutions. This increased conversion rates at various stages of client interactions.
  • Broader Marketing Channels: Instead of targeting niche channels, the agency shifted to high-reach platforms, using precise messaging that addressed client tasks, pain points, and motivations. The bigger the pain point and audience reach, the better the results.
  • Dual-Channel Strategy: The agency created two distinct channels to engage its segments:
    • A Telegram channel (90,000 subscribers) for first-time buyers, focusing on security and affordability (e.g., “Can I afford an apartment?”).
    • An Instagram account (10,000 followers) for comfort-driven buyers, showcasing appealing visuals like layouts and courtyards.
  • Pre-Purchase Engagement: The agency’s channels address clients’ pre-purchase tasks, such as understanding affordability, exploring options, avoiding mistakes, and alleviating fears. By resolving these concerns through content and manager interactions, the agency builds trust, increasing the likelihood of clients choosing them for the final purchase.

Ivan’s Commentary: The agency’s Telegram and Instagram channels are critical assets, allowing it to bypass direct competition. By addressing clients’ pre-purchase tasks, the agency positions itself as a trusted partner, reducing reliance on traditional advertising and differentiating from competitors.

The AJTBD approach enabled the agency to “step back” to clients’ earlier tasks in the home-buying journey. For example, clients face questions like:

  • Can I afford an apartment?
  • What types of apartments are within my budget?
  • How do I buy a property correctly?
  • What mistakes should I avoid?

By addressing these through content and personalized communication, the agency alleviates doubts and builds loyalty. This strategy, one of over 40 business problem-solving techniques from the training, helps the agency stand out in a saturated market.

Business Results

After three months of implementing AJTBD, the agency achieved:

  • 30% increase in client meetings.
  • Conversion rate from qualified leads rose from 10% to 14%.
  • ROMI improved from 800% to 1,200%.
  • Monthly revenue surpassed $250,000, breaking a long-standing plateau.

Den’s Reflection: “The AJTBD methodology and Ivan’s training were a game-changer. I now discuss client goals and tasks with developers, and they’re amazed at how deeply I understand why people buy their properties.”

Ivan’s Commentary: “I’m thrilled that Den embraced AJTBD and restructured his processes to make it work. This case shows how a committed leader can leverage a powerful framework to transform operations and achieve remarkable results.”