Zasha Coté

Driving Investor Activation at PropHero

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 pattern: first-time real estate investors were lingering too long in the decision-making stage. Properties sat idle for 60+ days, clogging the pipeline and frustrating advisors.

To solve this, I led the design and launch of a new customer activation channel via Telegram. By giving users more context and confidence earlier in their journey, we reduced conversion time by 25%, attracted 500+ early subscribers, and introduced a new segmentation model that improved collaboration between Marketing and Sales.

Challenge

We saw clear friction in the investor journey:

  • In-app messages were too transactional

  • Email campaigns were easy to ignore

  • Advisors couldn’t scale 1:1 conversations

The biggest bottleneck? First-time investors lacked trust and clarity.

We needed a more immediate, human, and scalable way to support them, without overwhelming the sales team.

Process

What did we do?

By working closely with Sales and CRM teams, we managed 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. We designed 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. Most new investors are in multiple investment channels in Telegram.

  • 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:

  • Weekly 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?

By working closely with Sales and CRM teams, we managed 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. We designed 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. Most new investors are in multiple investment channels in Telegram.

  • 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:

  • Weekly 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?

By working closely with Sales and CRM teams, we managed 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. We designed 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. Most new investors are in multiple investment channels in Telegram.

  • 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:

  • Weekly 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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