Just Move In

A route-to-market strategy for a rapidly growing startup with direction on how to engage and grow the partner network

Route-to-Market Strategy

The creation of a partner network, including the review of all potential partners and their market opportunity with short, medium and long-term direction

Communications Strategy

A strategy and plan to achieve the distribution targets by raising awareness, interest and action through marketing activity, including PR and a digital comms plan

Campaign Management

The creation of three clever and engaging email campaigns, targeted at the route-to-market partners, prompting significant interest

Just Move In

Tidal Marketing was approached to help grow Just Move In’s partner network and create several email campaigns for the target audience. The project quickly grew as Tidal also supported the creation of the wider communications strategy for maximum impact.

The project commenced with a kick-off meeting with the leadership team, to gather their objectives, vision and an understanding of the offer to both the market and potential partners. Once collated, this was further enhanced and validated with in-depth market research into the audience, competitors (including other proptechs) and the ‘change themes’ across the property industry. This knowledge and insight informed the basis of the strategy, including the point of differentiation and how to effectively position Just Move In to engage the audience in a way that is key to its values, whilst standing apart from others in the marketplace.

We determined each of the potential route-to-market (RTM) partners, recommending the ones where there was the greatest fit and most fruitful opportunity, for the short-, medium- and long-term focus. We created value propositions for each, based on their needs and motivations, alongside the competitive offers, which formed the basis of the messaging to ensure that every communication is aligned to the market and customer need, whilst pulling on the business benefits of partnering with Just Move In.

We used the messaging, and our understanding of the audience, to inform the creation of three email campaigns targeted at the RTM partners, with the intention of creating target customer awareness.

Following the RTM strategy and campaigns, we then produced a communications strategy targeting the partners. This strategy provided direction on PR, thought leadership and a digital plan including SEO, content marketing and marketing automation with the most effective messaging at each stage of the mapped customer journey to build awareness, interest, engagement and long-term partner nurturing.


Charlene & Beth joined the Just Move In team when we were seeking to increase our 'route-to-market' penetration. They clearly defined our strategy and provided effective messaging, which is now successfully being utilised across the business. And the campaigns they produced are already providing are a great return.

Jon Chapman, Sales Director, Just Move In

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Tidal Marketing joined us when we were looking to grow our marketing and build our brand. With an existing, deep knowledge of the property market they were able to quickly add value and did a fantastic job of putting the foundations of our brand and marketing strategies in place.

Jon Notley, Co-Founder & CEO, Zero Deposit

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