Challenge
As a younger player in real estate and insurance, BuildFax was looking for INK’s help to achieve top-tier business press and consistent industry coverage. INK knew that the company needed a marquee piece of content, rooted in its data-driven insights, to capture the attention of media. Even better, if the content were consistent and ongoing, BuildFax could become a go-to player for market trends and an invaluable resource for its target audiences.
Solution
INK took an existing one-page brief created by BuildFax and turned it into a rich, insightful, and repeatable monthly report. The report served as a tool to nurture relationships with sales prospects and drove coverage with top-tier media. And to complement the earned credibility the company was building, INK used paid media tactics to increase traffic, form fills, and qualified leads for the report.
INK fit seamlessly into our workflow, providing us with data-driven benchmarks and opportunities for growth within our media relations, content and digital strategies.
Jonathan Kanarek
Chief Operating Officer, BuildFax
Results
Relaunched by INK in Q4 ‘18, the report contributed to a 300% annual increase in coverage from tier-1 outlets including Bloomberg, CNBC, and Forbes. This skyrocketed BuildFax’s share of voice against key competitors from 3% to 40%. During its partnership with INK, Buildfax elevated its market position and became seen as a leader in property condition and history data among key insurance and financial institutions. This increase in brand equity contributed to the company’s eventual acquisition by Verisk.
