0%
Monthly churn.
CLIENT CASE · RETAIN, THEN CONVERT · REAL ESTATE SAAS
The first 30 days gained an owner: early cancellations fell from 14% to 6%.
A CRM and website SaaS for real estate agencies, with R$14 million in annual recurring revenue and 2,100 customers, added 75 agencies each month and lost 55—many before publishing their first listing. In six months, Leverage Now gave onboarding an owner, a path, and clear milestones. Monthly churn fell from 2.6% to 1.6%, and net customer growth doubled. The work then moved to presales quality.
- Industry: Software, SaaS for real estate agencies.
- Focus areas: Retain, then Convert.
- Engagement: Six months.
- Reference product: Leverage Unlock.
2.6% → 1.6% monthly churn
Evolução registrada em seis meses.
ANONYMIZED CLIENT CASE. Metrics reflect progress recorded during the stated project period.
Highlighted results
0%
New customers canceling before day 90.
41 days → 12 days
Time to first result—first lead captured in the platform.
0%
Onboarding completed within 30 days.
0%
Weekly active users as a share of licenses sold.
31 → 52
NPS.
0%
Expansion revenue from modules as a share of new MRR.
2.4 → 3.6
LTV:CAC.
0%
Presales meetings accepted as qualified by closers.
R$1.17M → R$1.31M
MRR.
Os indicadores refletem a evolução registrada no projeto durante o período informado.
Starting point and challenge.
The onboarding lead role had been open since August. CS analysts handled implementation between support requests, with no path, completion milestone, or ownership of product adoption. Customers that failed to import their property portfolio in the first weeks rarely returned.
The challenge
Sales compounded the problem. Interns and assistants ran presales, and meetings reached closers with incorrect expectations about data migration, creating frustration in the first month. Support kept growing to extinguish problems caused by incomplete implementation.
The four methodology areas and five risks pointed to this priority sequence: Retain, then Convert. Prioritization considered potential impact, time to results, required effort, and cross-functional dependencies.
APPROACH
From prioritization to execution.
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Diagnosis and prioritization
We measured all four methodology areas. Attract had stable CAC across three channels, and Deliver had support capacity. The leak sat between the sale and full product use, while account-level usage data did not exist.
00
Health score and data
Product events—properties published, leads captured, and active users—were sent to the CS CRM. We introduced risk alerts after 7, 14, and 30 days without usage and a weekly onboarding report by analyst.
00
Onboarding with an owner
The CS coordinator assumed interim leadership, and the role was filled in month three. A 30-day path introduced three milestones: portfolio imported by day 7, website live by day 14, and first lead by day 21. Assisted migration, weekly group sessions, and formal handoff to the portfolio CSM completed the process.
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Second area: qualified presales
We introduced a qualification guide that made migration expectations explicit, documented handoff to the closer, weekly call reviews, and demonstrations using each prospect's own data.
What changed during the period.
With portfolios imported in the first week, customers saw their first platform-generated lead in 12 days instead of 41, and early cancellations fell by more than half. The health score moved the CS conversation ahead of the cancellation request. With fewer emergencies, the same support team absorbed a larger customer base, while module expansion more than doubled because customers used what they had already bought. Better presales qualification reduced first-month frustration and raised closer acceptance of meetings to 78%.
What changed in practice.
Antes
- Before
- Onboarding had no leader and happened between support requests
- Product usage was not measured by customer
- 14% of new customers canceled before day 90
- Intern-led presales created incorrect migration expectations
- Support grew to compensate for incomplete implementation
Depois
- After
- Leader in role, 30-day path, and three value milestones
- Health score with alerts after 7, 14, and 30 days without usage
- 6%, with the first lead captured in 12 days
- Qualification guide and documented closer handoff
- The same team supports a larger base and sells additional modules
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