The Phase 1 Foundation (2020–2021):
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Systems Architecture: Alexis implemented and automated HubSpot, turning a manual process into a streamlined lead-generation machine.
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Educational Authority: Alexis helped launch a series of high-value online webinars to demystify ADU feasibility and permitting for homeowners.
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Social Presence: We established a brand voice and social strategy that resonated deeply with the New England market.
By 2021, the systems were so stable that Backyard ADUs was able to hire an in-house coordinator to maintain the engine 19 Oaks had built.
The Evolution (2024-present):
Fast forward to 2024. Backyard ADUs was no longer a small team; they had blossomed into a powerhouse of 30+ full-time staff and were rapidly approaching their 100th home build.
When they reached back out to 19 Oaks for a strategic audit, we discovered something remarkable: They were still successfully using the core materials and HubSpot workflows we built three years prior. While the foundation had held strong, the company had outgrown its "startup" suit. To reach their next 500 homes, they needed a brand, sales process, and marketing strategy that reflected their new standing as a regional leader.
The Strategy: The 2025 "Level Up"
After a comprehensive audit, 19 Oaks identified that while the logic of the marketing was sound, the scale needed to evolve. We stepped back into the role of their full-time marketing partner with a focus on high-level optimization and brand modernization.
We focused on three key areas:
- Refining the Funnel: Modernizing brand messaging and materials to speak to their ideal buyer.
- Sales Enablement: Tightening the hand-off between marketing leads and the sales team to ensure no opportunity was lost in their high-growth environment.
- Aggressive Educational Growth: Re-tooling and scaling the webinar strategy that set them up for success in the early days.
