PropTech Marketplace · Los Angeles, CA
How ListaBid Cut Homeowner Signup Costs 5-10x
Kam came to GaaS while testing two agencies, new creative, and multiple landing pages at once. The mandate was simple: find California homeowners ready to list, not vanity traffic. Within the pilot, GaaS drove seller account creation at roughly $21 per signup.
A Marketplace That Needed Better Homeowners, Not More Noise
ListaBid had the kind of problem every marketplace founder understands. Realtors were joining, creatives were being tested, and agencies were in motion, but the hardest side of the market was still the homeowner who was actually ready to sell.
- Meta homeowner acquisition had been hovering around $250-$300 per listing or signup target
- Google had tested as high as roughly $1,500 per homeowner listing, making it hard to scale efficiently
- Kam was comparing GaaS against two agencies at the same time, so the work had to stand on results
- Out-of-state seller bleed made cheap leads less valuable than California and LA-ready homeowners
- The team needed landing pages, creative testing, and ad optimization to work as one acquisition system
A Founder-Led Acquisition Sprint Built Around the Real ICP
GaaS focused the pilot on the seller side of ListaBid's marketplace: homeowners and investors who wanted competition between agents, lower commissions, and a better path to listing their property.
Mapped the Marketplace Constraint
We used Kam's call context, current agency results, ICP notes, and landing-page walkthroughs to separate useful homeowners from low-value traffic.
Rebuilt the Campaign Around Seller Intent
The campaign was tuned around homeowners creating seller accounts, with California and LA relevance treated as the quality bar instead of simple lead volume.
Matched Creative to the Landing Page Promise
ListaBid already had strong production assets. GaaS paired them with the clearest offer: let agents compete, compare your options, and keep more equity.
Kept the Loop Tight While Other Teams Were Still Testing
Because Kam was running multiple partners at once, GaaS kept the work measurable, separate, and easy to compare against the existing agency paths.
What we did
- Launched a dedicated GaaS homeowner campaign separate from the other agency campaigns
- Used ListaBid's strongest seller-side positioning across creative and landing-page strategy
- Focused optimization on seller account creation, not generic clicks
- Benchmarked performance against prior Meta and Google acquisition costs
- Turned the early win into a proof point strong enough that other operators asked about GaaS
The Pilot Hit the Number That Actually Mattered
For ListaBid, the win was not more impressions. It was getting the cost of seller account creation low enough that the homeowner side of the marketplace could finally be treated like a scalable acquisition channel.
| Metric | Before | After |
|---|---|---|
| Homeowner Signup Cost | $250-$300 baseline | ~$21 |
| Google Homeowner CAC Test | ~$1,500 | Deprioritized for Meta scale |
| Seller Account Signups | Agency test month | 16 from GaaS pilot campaign |
| Pilot Spend | Unclear channel efficiency | $340.72 tied to seller-account signal |
| Partner Confidence | Three-way agency test | Other operators asked to use GaaS |
Timeline
Apr 17
The First Call
Kam explained ListaBid's two-sided marketplace, the expensive homeowner side, and the goal of getting homeowner acquisition reliably below $250.
Apr 20
The Deep Dive
We reviewed landing pages, seller personas, creative assets, and the exact difference between cheap traffic and homeowners ready to list.
May 1
The Competitive Test
Kam confirmed GaaS would run alongside two agencies, with separate campaigns and a clear seller-side performance target.
Pilot
The Cost Breakthrough
The GaaS homeowner campaign produced seller account creation at roughly $21 per signup, far below the prior homeowner acquisition range.
After
The Proof Spread
The results were strong enough that other agencies and operators around ListaBid started asking how they could use GaaS too.
“I'm really happy we met and got to work together. I really appreciate how much you've helped us. The numbers have been really good, and it feels like the work is paying off.”
Kamyar Sepanlou, Founder
Kam shared this after the pilot results showed a step-change in homeowner signup efficiency.
Want to Find Your Scalable Acquisition Channel?
If your best customers are expensive, hard to qualify, or stuck behind messy agency tests, GaaS can help you find the path that actually scales.