01 / Performance / Integrated Marketing
Southwest Florida Appraisal Company
Better leads. Less spend. More attention.
They hired Meraki to evaluate their agency. Meraki eventually replaced it.
THE CONTEXT
First, a seat at the table.
The leadership of a Southwest Florida appraisal firm felt that the large marketing agency they had hired was not producing enough value for its fee. They brought Meraki in as an independent consultant, initially to observe an agency Zoom meeting and help the team know which questions to ask.
THE INSIGHT
The missing piece was attention.
The firm needed more than a collection of marketing services. It needed individualized attention, a clearer view of what was happening, and a strategy that connected the work to the business.
Meraki recognized an opportunity to bring the website, advertising, content, and follow-up into one coordinated system. The engagement moved from independent evaluation to responsibility for the marketing itself.
Marketing works better when the pieces talk to each other.
THE STRATEGY
Connect the path from search to follow-up.
Meraki replaced the incumbent agency and took responsibility for the website, Google Ads, SEO, content, review follow-up, analytics, and CRM integration.
The point was not to add more disconnected activity. It was to connect how people discovered the firm, how they requested a quote, and what happened afterward.
One connected marketing system.
- 01Search / Ads
- 02Website
- 03Quote request
- 04CRM
- 05Follow-up
- 06Review request
- 07Measurement
Conceptual overview of the integrated system. No customer records or CRM screens are shown.
THE NUMBERS / APPROXIMATE COMPARISON
Less spend. Better-qualified interest.
| Cost | Previous agency | Meraki engagement |
|---|---|---|
| Monthly service fee | About $4,583 | $3,300 |
| Monthly Google Ads spend | $3,000+ | About $1,000 |
| Combined monthly cost | About $7,583+ | About $4,300 |
¹ Estimate, not an audited financial result. The previous service fee is inferred from $3,300 representing approximately 72% of that fee: $3,300 ÷ 0.72 ≈ $4,583. At a $3,000 advertising baseline, the combined difference is approximately $3,283 per month, or $39,400 annualized. The comparison assumes equivalent fee and advertising-cost bases; annualized savings do not establish the duration of the engagement. Figures are approximate.
THE IMPACT
A smaller budget could do more useful work.
Lead quality improved while advertising spend fell from $3,000 or more per month to approximately $1,000. No numerical lead-quality or conversion-rate improvement is claimed here.
The cost change mattered. So did giving the firm clearer attention and bringing the pieces of its marketing into conversation with each other.
THE RELATIONSHIP
From independent advice to integrated responsibility.
The firm first needed someone to help it evaluate a relationship. That independent perspective grew into a broader engagement covering the journey from acquisition through follow-up and measurement.
Meraki later chose to conclude the relationship. The client is anonymized, and this account of completed work does not imply an ongoing relationship or endorsement.
Agency thinking. Without agency bloat.
A focused strategy, connected execution, and more attention to the business behind the account.