800+ Qualified Leads Across Two Very Different Audiences

This brand was selling two completely unrelated things to two completely unrelated people.

Modular kitchens to homeowners. Franchise opportunities to investors. One is a decision about how your house looks and feels. The other is a decision about where to put a chunk of capital. They have nothing in common.

Both were being sold through the same campaigns, with the same messaging, out of the same budget. Neither audience was hearing anything written for them, and the leads landing in the CRM were a jumble the sales team couldn't sort or prioritise.

Honestly, the fix here wasn't clever. It was just overdue.

We split the whole thing into two funnels with their own targeting, their own creative and their own conversion paths. Homeowner campaigns talked about design, space and how a kitchen gets used. Franchise campaigns talked about unit economics and territory, because an investor isn't browsing for inspiration.

After that, each funnel was optimised on its own terms, so budget could move toward whichever was producing leads the sales team could actually work with.

800+ qualified leads across both lines of business.

Because the split happened at the source, every lead arrived already sorted. The sales team knew before picking up the phone whether they were talking to someone renovating a kitchen or someone considering a franchise, and the pitch changed accordingly.