Marlin Spring is a Toronto-based real estate company whose operations span across North America. Staying true to their motto, ‘Building for You’, Marlin Spring is extremely meticulous about keeping their buyers front of mind when building and strategically considers factors such as transit proximity, purchasers’ lifestyles and neighborhood amenities. Above all, Marlin Spring works to deliver exceptional real estate value with uncompromising adherence to the company’s core values. This attention to detail has led Marlin Spring to being listed in the Globe and Mail’s annual listing of Canada’s Top Growing Companies for the last three consecutive years.
Nick joined Marlin Spring in 2020 and over time, he has established himself as a go-to person for data and insights at the company and is responsible for Marlin Spring’s increasing use of Spark within their organization.
Marlin Spring began using Spark before Nick joined and initially it was used only as a communication tool for email marketing to registrants. As a result, their team had very limited insights into their customers’ buying journey.
“We’ve had meetings where the topic of understanding the buyer journey was repeatedly mentioned and it seemed to me that we weren’t using Spark to its full extent,"
Initially, Marlin Spring utilized only a small set of tools available via the Spark platform. By working together with Spark support to expand their use of the Spark tools and capabilities, Marlin Spring was able to not only understand reporting tools, yet also create workflows and procedures to gain more appropriate insights into their customers' buying journey and purchasing interests.
Overall, Marlin Spring is able to incorporate a much more targeted sales strategy. By switching from their previous ‘wide-net’ strategy to a Spark-enabled ‘spear-fishing’ approach, they are able to save time and money while increasing the effectiveness and efficiency of their sales and marketing efforts.
“Before using Spark to handle our purchaser communications, we resorted to the pre-dot-com era way of doing things. Today, we make notes, log interactions, track event registrations and communicate with contracted purchasers."
Enabled by their expanded usage of Spark, Marlin Spring can now expand their data comprehensiveness which allows them to tailor their marketing strategies with more granular details.
“We are able to better target our advertising campaigns both digitally and traditionally (i.e. through print). We are far more confident now then we were 2 years ago in making strategic marketing decisions using data collected with the Spark platform.”
Despite already bolstering their marketing efforts, Nick believes there is much more room to grow in how Marlin Spring uses Spark.
“After growing from 5 to 30 users, I still feel like we are only scratching the surface of what Spark has to offer. Spark is opening up new communications channels and we can now answer questions we couldn’t have answered before. We are continually learning more about how each tool in their platform benefits us and I can see us using Spark more and more as we launch future projects.”
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