SIZE + True Footage | Brand Development, Digital Marketing and Interim Leadership
Facing a pivotal moment of growth, True Footage partnered with SIZE to build a strong marketing framework, develop new product strategies, and secure leadership talent to drive the company forward. This collaboration laid the groundwork for sustained success and positioned True Footage for continued expansion.
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The Brand
True Footage is at the forefront of modernizing the real estate appraisal process by harnessing technology and state-of-the-art methods to enhance appraiser efficiency. Designed by appraisers for appraisers, the True Footage team identified key challenges in the industry and developed tech solutions to address them effectively.
With products like Spark and Synapse, True Footage has successfully reduced appraisal time by 50%. These solutions offer market-leading support for appraisal adjustments, making the process faster, more accurate, and more dependable. Additionally, True Footage has halved appraisal turnaround times for clients, achieving an average 3-day turn time, minimal revision rates, the largest tech-enabled appraiser force in the nation, and the most comprehensive data entry and adjustment tools available.
The Objective
True Footage historically had not invested in marketing and was looking to develop a foundational marketing strategy while seeking to make its first permanent Chief Marketing Officer hire. SIZE Co-Founder, Brian Schwartz was engaged to fill the interim Chief Marketing Officer role to help set the company up for long-term success across their core appraisal offering and technology products.
The Challenge
True Footage was at an inflection point, having recently raised a Series B and shifting its focus significantly towards technology products. Despite this shift, there had been minimal product marketing to drive acquisition, retention, and subscriptions for their existing offerings. Simultaneously, True Footage was working to develop a unified product that would provide a comprehensive suite of solutions for appraisers. As the company diversified its business, the need arose to bring in a marketing executive to guide True Footage through this next phase of growth and transformation.
The Approach
True Footage engaged Brian Schwartz as interim Chief Marketing Officer. Brian quickly identified key foundational priorities, focusing on areas such as product marketing, growth marketing, budgeting, brand identity, hiring, and more.
Working with the team, Brian concentrated on increasing acquisition, retention, and subscriptions for True Footage's two main products: Spark and Synapse. This effort included website refreshes and conversion rate optimization (CRO). Additionally, Brian and the team developed a strategy for an all-in-one appraisal product that would integrate Spark and Synapse, providing appraisers with all the tools needed to complete appraisals more efficiently.
True Footage was also aiming to launch a direct-to-consumer (DTC) appraisal marketplace to connect consumers with the top appraisers in the country. Brian helped launch this site and collaborated with SIZE digital marketing advisor Jake Levin to drive traffic and increase conversion rates.
With multiple new product offerings and the need to establish a structured marketing organization, Brian developed the company's first marketing budget, covering fixed salaries, variable digital and brand marketing expenses, a testing budget, and contingency planning.
As True Footage expanded into new verticals, the leadership saw the need for a revised, overarching brand strategy. SIZE and True Footage’s leadership conducted a brand immersion day, delving into the company’s history, product offerings, competition, and more. This deep dive aimed to understand the brand's evolution, recognize the unique advantages built over time, and explore how True Footage could grow into a multi-brand holding company.
Finally, True Footage needed a full-time marketing leader to guide the company through its next growth phase. Brian crafted a job description, conducted candidate interviews, and recommended a Chief Marketing Officer candidate, who was successfully hired in a timely manner.
The Results
SIZE laid the groundwork for True Footage’s long-term growth by establishing a comprehensive marketing strategy that encompassed product marketing, growth marketing, budgeting, brand identity, and talent acquisition.
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Drove Product Success: SIZE significantly boosted acquisition, retention, and subscription rates for True Footage’s flagship technology products, Spark and Synapse.
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Launched DTC Appraisal Marketplace: SIZE successfully launched a direct-to-consumer appraisal marketplace, streamlining access to the nation’s top appraisers and enhancing the consumer experience.
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Developed Strategic Marketing Budget: SIZE introduced the company’s first structured marketing budget, including allocations for fixed salaries, variable digital and brand marketing spend, testing, and contingency planning.
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Positioned for Multi-Brand Growth: SIZE helped True Footage define its vision to evolve into a multi-brand holding company, establishing a clear path for diversification.
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Secured Key Leadership: SIZE created a detailed Chief Marketing Officer job description, conducted interviews, and recommended a top candidate, resulting in the timely hiring of a new marketing leader.
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Why do you like working at SIZE?
“I founded SIZE to help scale up companies, build foundational strategies, and in turn, identify and hire the right permanent executives that will be with them for the long haul. In the case of True Footage, the company had not done marketing before, so for me, it was about coming in and establishing a product, growth, and brand marketing strategy while creating their first marketing budget and, most importantly, helping them find and hire the right permanent Chief Marketing Officer."
BRIAN SCHWARTZ
Co-Founder / Marketing, Growth, Strategy, SIZE
