No More Guesswork: How Landlord Vision Found the Signal in the Churn
"Forget the Funnel’s framework is incredibly well structured. Their ability to not just follow the framework, but actually execute on it, was really impressive. Before this, we were just trying things based on gut feel. Now, we actually know what our customers care about and how to speak to them."
Looking for leverage
For nearly 20 years, Landlord Vision has served both small landlords and large property managers. Their customer base grew steadily… but not fast enough.
“We’ve explored lots of different growth tactics over the years,” said Nikolay Datsov, Project Manager, “but we just hadn’t seen the exponential growth we needed.”
Even when new customers converted after a free trial, many dropped off just a few months later.
The team realized they had a leaky bucket. New signups kept coming in, but churn kept the revenue from compounding.
Unless they could identify what was missing in the product experience, long-term survival was at risk.
"We’d tried everything we could think of internally. That was when we decided to bring in expertise who could help us see our product and audience with fresh eyes.”
Nikolay Datsov, Project Manager at Landlord Vision
Diagnosing the drop-off
The Landlord Vision team needed to pinpoint where users were falling off, and where the greatest opportunity for improvement lay.
The data made it obvious: nearly 30% of paying customers cancelled within their first month. That’s not just churn. That’s a sign that new customers weren’t experiencing the product’s core value quickly enough.
The culprit was obvious: Landlord Vision’s onboarding process requires serious investment of time and mental energy. New customers had to import complex data, learn a wide range of features, and set up their workflows with precision. It was a necessary, but heavy lift.
Those who churned were committed enough to start a trial, convert to a paid plan, and stick around for a month or two.
But they were missing key moments of value early on. They never got the “aha!” feeling they needed to make the effort of onboarding worth it.
If the team could identify how their most successful, high-LTV users onboarded (and where others got stuck) they could optimize the path to early activation.
How to find what’s broken and build a growth system
Landlord Vision’s biggest growth blocker wasn’t attracting new users, it was getting them to succeed early enough to stick around.
To close that activation gap, Forget the Funnel began to figure out what differentiated customers who stuck around from those who didn’t. That process started by speaking with their highest-value customers, the ones they wished they could clone.
Instead of asking, “What journey should users take?” we asked, “What journey are they already on and how can we make it better?”
It isn’t a hypothetical process, it’s real customer experience (CX) mapping, grounded in first-party data and actual customer behavior.
As patterns emerged, it became clear: customers weren’t just using Landlord Vision to manage properties. They were “hiring” it to do very specific Jobs.
Three distinct Jobs-to-Be-Done surfaced, each linked to a different user mindset, use case, and product path.
These Jobs gave the team a shared language for their best-fit customers and a clear understanding of what drives them to convert.
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From there, Forget the Funnel helped Landlord Vision prioritize the Job with the highest revenue potential, and mapped the full customer experience, start to finish
Within the prioritized Job, we identified:
- Key in-app behaviors and milestones that signaled a user had activated and was ready to go deeper
- The complete journey, from the moment a user felt their first pain to the moment they realized lasting value from Landlord Vision
“I know how complicated our solution is, we genuinely didn’t think someone from outside could come in and understand it in any real depth. But the speed and depth with which you understood our product has been impressive. Even other marketing specialists we’ve worked with for years struggled with that.”
Nikolay Datsov, Project Manager at Landlord Vision
The results
With a clear understanding of their best-fit customers, Forget the Funnel identified a roadmap of high-impact opportunities for the Landlord Vision team to enhance the customer experience and increase activation rates.
“Before, we were looking at churn rate without realizing that people weren’t really activating in the first place,” said Nikolay. “Shifting to leading metrics, like how quickly people started using key features, has been a game changer.”
With newfound clarity, the Landlord Vision team got to work.
- Customer growth dashboard: Their first move was building a custom dashboard to track how new users were progressing through onboarding and give the team some much needed visibility.
- Messaging overhaul: Using the new messaging guide provided by Forget the Funnel, they began reworking the website to speak directly to the right jobs, with clearer value props and supporting testimonials.
Landlord Vision went from chasing churn metrics to understanding what makes customers stay. And that’s what their strategy is built around today.
“The messaging guide just makes our life so much simpler. When I’m targeting specific Job profiles. It's made it so easy to prioritize and showcase the features that our customers value the most.”
Zahidul Alam Chowdhury, Business Development Manager at Landlord Vision
Laying the groundwork for scalable growth
With a prioritized backlog of experiments and improvements, Landlord Vision is aligned on what to do next.
In other words: the real work is just beginning. But this time, they’re not flying blind. They’re building on what their best customers already told them.
“We have all the information we need. It’s just about aligning between ourselves regarding the priorities and designing the best way forward.”
Nikolay Datsov, Project Manager at Landlord Vision