Goal
Partnerships and contracts with established local real-estate software and agencies. Long term, 5% of annual property transactions verified through the platform: around 650,000 happen in Romania each year, so the target is roughly 32,500 reports.
Strategy
Four segments, priced four different ways: agencies, agents, consumers, and partners on the API. Consumers pay 10 euro one-time. Agents and agencies pay a subscription with volume tiers running from 10 euro down to 2 euro per report. API partners are priced on what they need. B2B gets professional tools on top of the report; consumers get the frictionless version of it.
Acquisition
Consumers through Meta ads and organic content on Instagram, Facebook, TikTok and YouTube, short informational clips averaging 3-5k views each. B2B was purely cold WhatsApp DMs, because that is where they actually are.
Difficulties
Activation was healthy and conversion was near zero, so I ran surveys and tests and found the pricing model was wrong: it needed splitting by segment. Some B2B contacts were openly hostile, reading the software as something that would replace them, so I repositioned it as a tool that closes deals faster rather than one that removes the agent. Pricing went through 5 cycles on that feedback, and conversion started rising. Cost had to stay near zero at the same time: the reports need large databases and third-party APIs, and I kept that cost near zero.
Outcome
Pricing has to be flexible per segment. A lower relative price can still produce greater revenue once COGS comes down, because the margin improves and the model itself becomes a way to lock B2B clients in. And some complaints open up new segments. It is still running, but for the past 2 months the government platform that approves property transactions has been continuously down, so I paused contacting clients. Bad timing, and the only fix for that is time.