Selected client work
Real marketing problems, better systems behind them
Client work led by Katie Lendel. Four businesses, four different constraints, one job: find what is actually stuck and build the system around it.
Written by Katie Lendel,Founder & Strategic Marketing Lead
Real estate technology
About Time Tours
Turning a tour coordination tool into a brand made for busy agents
- The problem
- The product did real work for buyer's agents, but it needed a brand and a website that showed that work at a glance.
- What changed
- A new brand and a full website built around the agent's showing day, from their buyers' picks to the feedback after.
Brand, website and blog, plus a hand in the app itself
Read the full story
The situation
About Time Tours helps buyer's agents organize the showing day: the homes each buyer picked, the tour plan, time changes and the feedback afterwards. It is available in supported South Florida and Oregon markets.
The strategic shift
The brand and the site lead with the agent's day, not the software's feature list. Each page follows one part of that day, from building the tour to what each buyer thought of it.
Software features. A showing day agents recognize.
Past the website
Katie also helped shape the app's design and flow, and the marketing side of its admin area, so the product and its marketing tell the same story.
What we handled
Helped with: app design and flow, the marketing tools in the admin
The business impact
Agents, teams and brokerages each have their own way in, the blog gives agents practical reading on the showing day, and every page ends at the same next step: a guided setup.
- A new brand
- A site for agents, teams and brokerages
- One clear next step
Software and technology
Suntek Solutions
Turning complex technology into a story buyers could understand
- The problem
- Buyers had to decode what the company did before they could see why it mattered.
- What changed
- The message moved from what the technology is to the problem it solves.
Positioning, messaging, search-led education and a rebuilt partner program
Read the full story
The situation
Suntek had deep technical capability across software and custom development. Technical depth becomes a marketing disadvantage when a customer has to decode what a company does before they can work out why it matters to them.
The strategic shift
The messaging moved from what the technology was to the business problem it solved, and what changes for the customer because the company exists. Technical concepts were translated without stripping out the expertise behind them.
Complex service. Clearer story.
Past the message: the partner program
Katie also rebuilt and extended Suntek's referral partner program, so an introduction from someone who knows the company can turn into recurring income for them. The program page now states the terms plainly. Partners share ready-made links for each landing page, every referral is tracked to the right person, and nobody earns until Suntek approves them.
Partners get a portal of their own: their referrals, a snapshot of what they have earned and what recurs each month, an earnings calculator, a guided first visit and a marketing kit with social graphics, captions, email introductions and a one-page overview. Suntek's team gets one screen to approve partners and record closed deals, client payments and payouts.
What we handled
The business impact
Complex services can now be explained around the problems customers actually experience, and educational search content gives buyers a way to understand Suntek before they start a conversation. Social runs on the same footing, so the message holds wherever they meet it. Partners can see their own referrals and earnings without asking anyone, and Suntek's team sees who is owed what in one place.
- Clearer positioning
- Buyer-friendly messaging
- Search-led education
- A rebuilt partner program
Katie has been an invaluable extension of the Suntek Solutions team. She created ScaleLounge specifically to give businesses a more organized way to manage their marketing, strategy, content, and projects all in one place. It makes collaboration easier for both Katie and our team and gives us greater visibility into everything being worked on. It truly changes the game for businesses that want better marketing without the chaos of managing it all themselves.
A complicated service does not need complicated marketing. Buyers have to recognize their own problem before they care about the technology solving it.
Residential real estate
AddressUSA
Turning one idea into a marketing system that kept working
- The problem
- Every piece of content started from nothing, which made marketing harder to keep up.
- What changed
- Content got built around shared ideas instead of three separate activities.
160+ search articles, each with the social and email that went with it
Read the full story
The situation
AddressUSA needed to stay visible consistently. Content was produced piece by piece, each one starting from nothing, which made marketing steadily harder to maintain.
The strategic shift
Instead of blog, email and social as three separate activities, content got built around shared ideas. One useful topic became a search article, an email and several social posts.
One idea. Multiple channels. More value from the same work.
What we handled
The business impact
Over 160 search articles were produced, and each one carried the social content and the email that went with it. One topic, planned once, arriving everywhere the audience already was.
Marketing became easier to maintain, and search-focused content gave good ideas a longer life, so people could find the company well after the original publishing date.
- 160+ search articles
- Social and email with every one
- One idea, multiple assets
Good content strategy is not about producing more. It is about building a system where every strong idea works harder.
Coaching and education
Samantha Moe & Associates
Turning years of expertise into something she could sell
- The problem
- Years of expertise reached people one conversation at a time.
- What changed
- It became something a customer could buy and follow.
A membership site and course, with the email sequences behind it
Read the full story
The situation
Samantha had deep expertise built over years, and it reached people one at a time. She wanted something she could sell, to existing clients and new ones, instead of covering the same ground in every conversation.
The strategic shift
Samantha led the thinking on what to teach, and much of the strategy was hers. The work was turning it into something a customer could buy and follow: a membership site and course, her material organized into a path, and the email sequences that carry someone through it.
Expertise should not live only in the expert's head.
What we handled
The business impact
Once it was ready she started selling it. The same expertise now reaches people without her delivering it one conversation at a time.
- A membership site and course
- Email sequences behind it
- Something to sell, not repeat
Sometimes the most valuable asset a business has is already inside it. The expert usually knows what to teach. What tends to be missing is the structure around it, and something a customer can actually buy.
The pattern
Different businesses, the same underlying problem
The deliverables were different. The strategic job was the same: understand the real constraint, build the right marketing system around it, and make execution easier to sustain.
Technology
“We need customers to understand why our expertise matters.”
Real estate
“We need to stay visible without constantly creating from scratch.”
Coaching and education
“We need to turn what we know into something we can sell.”
Marketing works better when someone owns the whole picture.
About this work
These are selected client engagements led by Katie Lendel, Founder and Strategic Marketing Lead. Some were completed before the ScaleLounge brand existed; the strategic thinking and execution behind them is what ScaleLounge is now built on.
The outcomes described are qualitative. Where a number appears it counts work delivered, not performance: no traffic, lead or revenue figures are claimed.
Before you decide
ScaleLounge against the alternatives
Hiring a marketing manager
When does an employee fit the job better than an outside partnership?
See the comparison ScaleLounge vsA traditional agency
What needs a specialist team, and what needs one accountable partner?
See the comparison ScaleLounge vsA fractional CMO
Leadership for an existing team, or leadership plus hands-on execution?
See the comparisonAbout to hire? Before you hire a marketing manager
Your next chapter
Your problem probably looks different
It does not need to match. The job is the same: find where it is stuck, and work out what needs owning.
