1

Introduction

We are seeking a marketing partner to support the launch and early growth of a digital-first real estate brokerage in Pennsylvania. The goal is to drive qualified seller and buyer leads through cost-efficient, scalable campaigns while building brand credibility and visibility.

This RFP covers Phase 1 marketing initiatives with the option to expand into future phases outlined below.

About ImpelHub

This RFP is being issued through ImpelHub, a strategy and growth platform that works with startups and scale-ups across industries. ImpelHub's expert-led, AI-in-the-loop process follows a structured 7-step framework that delivers clarity and execution readiness within 8โ€“10 days, requiring just 4โ€“6 hours of client time.

Rated consistently 5 stars by clients, ImpelHub helps companies clarify their ICPs, design competitive growth playbooks, and connect with trusted marketing partners. ImpelHub also advises on MarTech stack optimization to ensure marketing execution is data-driven and scalable.

2

Objectives

๐Ÿ  Home Seller Leads

Generate qualified home seller leads within target geographies.

๐Ÿ” Buyer Acquisition

Acquire buyer leads via IDX-driven search experiences.

๐Ÿ† Brand Trust

Build brand trust through testimonials, guides, and educational content promotion.

๐Ÿ“ˆ ROI Optimization

Optimize marketing ROI with measurable campaigns.

3

Scope of Work - Phase 1 (Active)

Paid Media

Google Ads (Search & Retargeting): Target high-intent sellers and buyers searching for home selling/buying solutions.

Facebook & Instagram Ads: Geo-targeted campaigns aimed at homeowners in key PA markets (Philadelphia, Pittsburgh, Harrisburg, Lancaster, Allentown).

LinkedIn Ads (Selective): Awareness and partner-focused testing campaigns.

Owned Media

Email Marketing: Set up segmented email flows for sellers (valuation, listing process) and buyers (saved searches, showing requests).

Content Promotion: Distribute blogs, guides, and testimonial content to reinforce credibility.

Organic Growth

SEO & AIO: Optimize IDX landing pages, location-based content, and FAQs for organic discovery.

Social Media Content Support: Basic posting calendar to amplify campaigns.

4

Future Phases (Optional Expansion)

While not part of the current contract, we are interested in vendors with capabilities in:

PHASE 1 - CURRENT

Foundation & Launch

Google Ads, Social Media, Email Marketing, Basic SEO, and Content Promotion

PHASE 2 - EXPANSION

Advanced Automation

โ€ข Programmatic Advertising (geo-fenced awareness campaigns, retargeting at scale)

โ€ข YouTube/Video Ads for storytelling and testimonial amplification

โ€ข Advanced marketing automation (AI-driven personalization, lead scoring)

PHASE 3 - SCALE

National Growth

โ€ข National expansion campaigns (multi-state geo-targeting)

โ€ข PR, influencer partnerships, and thought leadership content

โ€ข Advanced data/analytics integration for LTV optimization

5

Deliverables & Target KPIs

Deliverables

  • Campaign strategy and launch plan
  • Creative ad copy and assets (static/video recommended)
  • Campaign setup, monitoring, and optimization
  • Monthly performance reports with clear KPIs
  • Recommendations for scaling into future phases

Target KPIs

๐ŸŽฏ

Cost per Seller Lead

Primary metric

๐Ÿ 

Cost per Buyer Lead

Secondary metric

๐Ÿ“Š

CTR & Conversion

Click-through & conversion rates

๐Ÿ“ˆ

Brand Lift

Awareness & engagement benchmarks

6

Proposal Requirements

Vendors should include:

  • Agency overview and relevant experience in real estate or local lead generation
  • Case studies of similar campaigns
  • Recommended media budget for Phase 1 with expected outcomes
  • Fee structure (management, creative, reporting)
  • Optional capabilities for Phase 2โ€“3 expansion

Important Note

Responses will be reviewed initially by ImpelHub's strategy team before being shared with the client. Agencies that demonstrate strong performance may also be considered for future ImpelHub-led projects across real estate, proptech, and other industries where ImpelHub operates.

7

Evaluation Criteria

๐ŸŽฏ Industry Experience

Experience with similar industries and geo-targeted campaigns

๐Ÿ“ˆ Proven Track Record

Demonstrated lead generation and ROI success

๐Ÿš€ Scalability

Ability to scale into later phases

๐Ÿ’ฐ Value & Transparency

Competitive pricing and transparent reporting

Ready to Transform Real Estate Marketing?

Partner with us to revolutionize how homebuyers and sellers connect in Pennsylvania's digital-first real estate landscape.

This opportunity connects you with both our innovative real estate client and ImpelHub's curated ecosystem of high-growth startups and scale-ups seeking proven marketing expertise.

Submit Your Proposal

Agencies that perform well may gain visibility into additional opportunities as ImpelHub continues to deliver 5-star, expert-led, AI-powered growth playbooks.