The challenge
Serial renovation is a complex, capital-intensive proposition. Housing companies need to understand the resident experience, technical delivery and financing before a project can move forward.
Case studies · Webinar-led growth
Turning expertise into commercial momentum.
Two targeted DACH campaigns show how a carefully designed webinar can do more than generate attendance. It can identify buying signals, qualify interest and create a route into complex B2B markets.
The model combines focused account targeting, senior-led content and qualification questions before and after the event.
Case study 01
Serial renovation for housing companies
Three-part webinar series with Seeria Renova GmbH
April–May 2025 · DACH
97registrations
73attended live
75%show-up rate
51confirmed interest
17active leads
The campaign
A three-part series — “Wie Wohnungsunternehmen ihr Portfolio seriell sanieren” — used the real Märkische Heimat case as a consistent thread. Each session moved the audience from customer experience through delivery to financing.
The qualification
A short post-event survey captured both near-term buying intent and broader topic interest. This converted participation into actionable follow-up signals rather than leaving a list of attendees.
Six-month commercial outcome€100M
Pipeline value reported by the campaign owner across all lead-generation activity over six months. The webinar series was the main channel, but not the only one; the figure is therefore not attributed solely to webinar attendees.
Context: the 75% attendance rate reflects a warm-leaning target list. More than half of the contacts approached were already engaged or previously known, although not yet qualified.
Case study 02
Timber modular construction for multi-storey housing
“Holzmodulbau im Geschosswohnungsbau”
8 July 2026 · DACH
29registrations
19attended live
66%show-up rate
14interested in timber modules
The audience
The 61-minute webinar targeted housing companies, developers and asset managers evaluating timber modular construction for multi-storey residential buildings.
Earlier signals
Four qualification questions were built into registration, covering general interest and time-boxed project plans for 2027/2028. Commercial signals were available before the session began.
Decision-maker reach
Senior roles were strongly represented, including managing directors, CEOs, project leaders and asset managers. Cost-conditional interest was identified as a distinct segment for follow-up.
The learning
Qualification should start before the webinar.
Registration questions transform a general audience list into a prioritised follow-up plan. The next improvement is to connect event-platform data to CRM lead status, allowing active opportunities to be tracked alongside expressed interest.
The repeatable model
Content earns attention.
Qualification creates value.
01Target
Define the ICP and reach a focused account list.
02Convene
Build a short, credible session around a real problem.
03Qualify
Capture timing, intent and project signals.
04Convert
Prioritise follow-up and hand qualified interest into sales.
Your market
Could a focused webinar open the right doors?
I design and run webinar-led campaigns for complex B2B propositions across the UK and DACH — from target-account selection and positioning through qualification and commercial follow-up.