Zasha Coté

Helping First-Time Investors Decide Faster

Role / Services

Product Marketing

Role / Services

Product Marketing

Role / Services

Product Marketing

Year

2025

Year

2025

Year

2025

Team

Zasha Coté

Team

Zasha Coté

Team

Zasha Coté

Brief

At PropHero, we noticed a recurring friction: first-time real estate investors were lingering in the decision-making stage far too long. Properties stayed in our pipeline for 60+ days without movement, slowing sales and frustrating advisors.

To solve this, I led the design and launch of a new customer activation channel via Telegram, helping users gain clarity and confidence in their investment journey. The strategy resulted in a 25% reduction in conversion time, +500 early subscribers, and new segmentation practices that helped Marketing and Sales collaborate more effectively.

Challenge

Most of our investors had similar access to properties, advisors, and onboarding flows - yet their decision timelines looked very different. The biggest gap? First-time investors. These users needed more trust, context, and support to commit.

But our current tools weren’t working:

  • In-app messages were too transactional

  • Email campaigns lacked immediacy

  • Advisors couldn’t scale 1:1 conversations

We needed a better channel to bridge the gap between discovery and decision.

Process

What did we do?

I worked closely with Sales and CRM teams to audit user behavior and segment our investor base. Two key personas emerged:

  • First-time investors: hesitant, overwhelmed, in need of hand-holding

  • Experienced investors: fast-moving, ROI-focused, preferred personalization

This project focused on first-time investors, designing a strategy that matched their needs with timely, relevant content — delivered through a channel they were already using.

Why did we do it?

We chose Telegram for three key reasons:

  • High engagement in our core markets (LATAM + EU)

  • Real-time messaging that felt more personal

  • Scalable, mobile-first content format

Our goal: create a low-friction, value-driven channel that built trust and moved users forward.

I structured the initiative around:

  • Daily property updates with light education

  • Success stories and social proof

  • Direct CTAs to connect with advisors

  • An editorial tone that felt human, not salesy

How did we do it?

This project required tight cross-functional coordination. I…

  • Created and owned the content strategy and publishing calendar

  • Collaborated with Sales and CRM to track user behavior and lead scoring

  • Built a Telegram onboarding flow that worked with existing funnels

  • Worked with Product and Data to scope property scoring logic, surfacing the most relevant listings

  • Designed FAQs, one-pagers, and messaging frameworks to support sales enablement

We also connected Meta ads and HubSpot automations to monitor performance — especially difficult since users often contacted advisors directly rather than booking through links.

Process

What did we do?

I worked closely with Sales and CRM teams to audit user behavior and segment our investor base. Two key personas emerged:

  • First-time investors: hesitant, overwhelmed, in need of hand-holding

  • Experienced investors: fast-moving, ROI-focused, preferred personalization

This project focused on first-time investors, designing a strategy that matched their needs with timely, relevant content — delivered through a channel they were already using.

Why did we do it?

We chose Telegram for three key reasons:

  • High engagement in our core markets (LATAM + EU)

  • Real-time messaging that felt more personal

  • Scalable, mobile-first content format

Our goal: create a low-friction, value-driven channel that built trust and moved users forward.

I structured the initiative around:

  • Daily property updates with light education

  • Success stories and social proof

  • Direct CTAs to connect with advisors

  • An editorial tone that felt human, not salesy

How did we do it?

This project required tight cross-functional coordination. I…

  • Created and owned the content strategy and publishing calendar

  • Collaborated with Sales and CRM to track user behavior and lead scoring

  • Built a Telegram onboarding flow that worked with existing funnels

  • Worked with Product and Data to scope property scoring logic, surfacing the most relevant listings

  • Designed FAQs, one-pagers, and messaging frameworks to support sales enablement

We also connected Meta ads and HubSpot automations to monitor performance — especially difficult since users often contacted advisors directly rather than booking through links.

Process

What did we do?

I worked closely with Sales and CRM teams to audit user behavior and segment our investor base. Two key personas emerged:

  • First-time investors: hesitant, overwhelmed, in need of hand-holding

  • Experienced investors: fast-moving, ROI-focused, preferred personalization

This project focused on first-time investors, designing a strategy that matched their needs with timely, relevant content — delivered through a channel they were already using.

Why did we do it?

We chose Telegram for three key reasons:

  • High engagement in our core markets (LATAM + EU)

  • Real-time messaging that felt more personal

  • Scalable, mobile-first content format

Our goal: create a low-friction, value-driven channel that built trust and moved users forward.

I structured the initiative around:

  • Daily property updates with light education

  • Success stories and social proof

  • Direct CTAs to connect with advisors

  • An editorial tone that felt human, not salesy

How did we do it?

This project required tight cross-functional coordination. I…

  • Created and owned the content strategy and publishing calendar

  • Collaborated with Sales and CRM to track user behavior and lead scoring

  • Built a Telegram onboarding flow that worked with existing funnels

  • Worked with Product and Data to scope property scoring logic, surfacing the most relevant listings

  • Designed FAQs, one-pagers, and messaging frameworks to support sales enablement

We also connected Meta ads and HubSpot automations to monitor performance — especially difficult since users often contacted advisors directly rather than booking through links.


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