Becoming a Market Authority

BuildFax provides property condition data to insurance and investment companies. Its database of U.S. building permits is the leading source of remodeling and disaster recovery insights and is an indicator of overall housing market trends. When BuildFax approached INK, it was clear that the company’s ability to turn its depository of unstructured data into rich insights was an untapped thought leadership opportunity. INK worked with BuildFax until 2019 to capitalize on that opportunity and elevate its position in the industry.

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.

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.