The Agent Nest

How Molly Wolchansky Bootstrapped The Agent Nest to $158K Revenue with No Funding

Monthly Revenue

$8.33K

Starting Costs

$500

Built in

63 days

Founders

Monthly Traffic

Profitable

Yes

Days To Build

Year Started

2020

Customer

B2B

Revenue Per Visitor

$Inf

Founders

Monthly Traffic

Profitable

Yes

Days To Build

Year Started

2020

Customer

B2B

Revenue Per Visitor

$Inf

Who is Molly Wolchansky?

Molly Wolchansky, the founder of The Agent Nest, hails from the United States and holds an English degree. Before starting her SaaS business, she operated a real estate marketing agency and an Etsy shop, combining her interests in marketing and entrepreneurship through various ventures.

What problem does The Agent Nest solve?

The Agent Nest helps real estate agents who struggle to find the time or expertise for self-marketing by offering customizable, ready-to-use digital and print materials that save them countless hours, making it accessible and budget-friendly for individuals who might otherwise forego effective marketing.

How did Molly come up with the idea for The Agent Nest?

Molly Wolchansky's journey to developing The Agent Nest stemmed from her firsthand experience in the real estate marketing world. Initially, she helped her mother, a real estate agent, with managing social media content, which triggered interest from her mother's network. This insight led her to realize the widespread need for affordable and accessible marketing solutions for real estate agents.

Before founding The Agent Nest, Molly ran a marketing agency called MoRealty Marketing, catering to similar needs but found it overwhelming as the demands grew. She recognized the limitations of a service-based model and the financial constraints faced by her clients, leading her to ponder solutions such as automating the process and reducing costs. Late-night brainstorming sessions with her boyfriend, who is also a programmer, allowed Molly to conceptualize a scalable and self-running platform.

Through this process, she determined that creating a low-cost SaaS platform could serve numerous agents simultaneously while maintaining quality. Molly's experience and insights into the industry's pain points informed the development of The Agent Nest, allowing her to focus on providing innovative solutions tailored to real estate marketing needs.

How did Molly build the initial version of The Agent Nest?

Molly Wolchansky built The Agent Nest by transitioning her manual real estate marketing services into a scalable SaaS platform. The initial product development began in late October 2019 and launched by January 2020, leveraging a no-code solution thanks to her co-founder and boyfriend Shane, a programmer. They initially used basic tools and later incorporated coding, utilizing Vue and C#. By using Canva for content customization and a white-labeled social media scheduling tool, they created a streamlined service. Challenges included ensuring new users understood the platform's features, leading to the creation of an instructional landing page with a video walkthrough.

What were the initial startup costs for The Agent Nest?

Startup Costs: It cost around $500 to get the business up and running. This amount covered expenses such as design work and setting up the business as an LLC.

How did Molly launch The Agent Nest and get initial traction?

Sure, here is a breakdown of how The Agent Nest launched and got its initial customers:

Email Outreach

Molly Wolchansky had previously built a network through her work with a real estate marketing agency and by teaching classes at Keller Williams. At launch, she leveraged this network by sending a mass email to about 1,000 contacts she'd accumulated over the years, informing them of her new software service.

Why it worked: Molly had established personal relationships over the years, which built a foundation of trust. This made her initial email outreach more effective in converting leads into paying customers right from the start.

Paid Facebook Ads

In March 2020, Molly decided to run a Facebook ad campaign with a $400 budget to promote a 30-day free trial of The Agent Nest. The ad was specifically targeted at real estate agents, brokerages, and relevant job titles.

Why it worked: The Facebook ads effectively reached the target audience due to precise targeting, which was feasible at the time. The concept of a 30-day free trial during the pandemic also proved appealing and led to increased sign-ups.

Pinterest Promotion

Molly also turned to Pinterest to display free content and run ads. By creating real estate-themed boards and offering free samples of social media posts, she successfully drove traffic to her website.

Why it worked: Pinterest is a visual platform, aligning well with the visual social media content real estate agents need. The strategy of providing free samples helped attract visitors and potential customers interested in her services.

Metrics:

By the end of January 2020, had 7 paying customers with an MRR of $145.
By April 2020, MRR rose to $2,443, thanks to free trial strategies and increased ad effectiveness.
Continued growth with 75 trial sign-ups per month, aiming for $10K MRR by September 2020.

What was the growth strategy for The Agent Nest and how did they scale?

Email Marketing

The Agent Nest effectively used an email marketing strategy by leveraging Molly's previously built network. Molly started with an email list of about 1,000 contacts she gathered during her years as a freelance marketer for real estate agents. Upon the product launch, Molly sent a personalized mass email to these contacts to announce the new service, which helped drive initial sign-ups and establish trust due to the existing relationships.

Why it worked: Leveraging an existing network allowed for immediate traction and trust-building, which is crucial for platform adoption. Email marketing also enabled direct communication with potential customers, increasing the likelihood of early conversions.

Facebook Advertising

Molly ran a Facebook ad campaign that significantly boosted sign-ups. In March 2020, she launched an ad with a $400 budget, which promoted a 30-day free trial. By targeting real estate agents and related professions, the ad achieved a cost per click of just 2 cents, resulting in a large number of trials and contributing to a substantial increase in MRR from $400 to $2,443 in just one month.

Why it worked: Facebook's precise targeting based on job titles allowed The Agent Nest to reach a highly relevant audience. Offering a generous free trial period helped reduce the entry barrier, enabling potential customers to experience the platform's value without upfront commitment.

Networking and Public Speaking

Molly leveraged her experience and reputation from teaching marketing classes at Keller Williams, a prominent real estate firm. The connections she made during these classes contributed significantly to her initial customer base. She shared her expertise through webinars and podcast interviews, further enhancing her credibility in the market.

Why it worked: Networking and public speaking established Molly as an authority in real estate marketing, creating trust and interest in her product. Real estate agents, looking for reliable marketing solutions, were more inclined to sign up based on recommendations and testimonials from known industry figures.

Pinterest Advertising

After experiencing challenges with Facebook's ad policy changes, Molly turned to Pinterest, where she created ads specific to real estate marketing. These ads, paired with consistent content posting, generated substantial page views, reaching around 90,000 views per month, and helped maintain customer acquisition momentum.

Why it worked: Pinterest's visual platform was ideal for showcasing The Agent Nest's visually rich content offerings. By effectively using Pinterest for consistent visibility and strategic ads, Molly tapped into a new audience actively seeking visually-driven marketing solutions.

What's the pricing strategy for The Agent Nest?

The Agent Nest offers real estate agents a $32/month plan for access to 3,000+ customizable marketing templates and a $59/month plan that includes social media scheduling.

What were the biggest lessons learned from building The Agent Nest?

Overcome Negative Thoughts: Molly learned to push past the negative self-talk that told her she wasn't good enough. This resilience was crucial in growing The Agent Nest and is an important lesson for founders who may doubt their capabilities.
Customer Responsiveness is Key: Prioritizing quick responses to customer inquiries was essential. Molly realized that prompt communication maintained customer satisfaction and trust, an important reminder for aspiring entrepreneurs.
Goal Flexibility is Important: Molly initially struggled with not meeting every goal. She learned that not meeting goals isn’t a failure but an opportunity to analyze and improve. Flexibility and adjustment can be more beneficial than rigid adherence to initial targets.
Consistency in Social Media: Regular posting on social media helped build trust and reach with her target audience. Even simple, consistent engagement can be effective in maintaining and growing a business's online presence.
Adapt and Pivot Strategies: When facing platform and competition challenges, The Agent Nest adapted by integrating features like scheduled posting, which differentiated their offerings. This strategy underscores the importance of pivoting based on market and internal insights.

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