Performance Marketing for UpClosets of Memphis
About UpClosets of Memphis
UpClosets of Memphis brings clarity, style, and function to everyday living through custom storage solutions designed for modern Southern homes. Founded and led by Bobby Risner, the brand offers personalized organization systems for closets, pantries, garages, mudrooms, and laundry spaces—each crafted to simplify life while reflecting the homeowner’s style.
With a focus on local craftsmanship, zero-pressure consultations, and transparent pricing, UpClosets of Memphis combines premium materials with practical design software to deliver tailored results—quickly and stress-free. It’s more than storage—it’s a smarter, cleaner way to live, led by a team that understands what Memphis homeowners truly value.
About UpClosets of Memphis
UpClosets of Memphis brings clarity, style, and function to everyday living through custom storage solutions designed for modern Southern homes. Founded and led by Bobby Risner, the brand offers personalized organization systems for closets, pantries, garages, mudrooms, and laundry spaces—each crafted to simplify life while reflecting the homeowner’s style.
With a focus on local craftsmanship, zero-pressure consultations, and transparent pricing, UpClosets of Memphis combines premium materials with practical design software to deliver tailored results—quickly and stress-free. It’s more than storage—it’s a smarter, cleaner way to live, led by a team that understands what Memphis homeowners truly value.
Challenges
Lack of Consistent Online Presence
UpClosets of Memphis had limited digital activity, with no regular posting on social media or brand-building efforts online. Most visibility came from word-of-mouth, making it hard to stay top-of-mind among homeowners.
Impact
Without an active online presence, the brand missed chances to engage new audiences—resulting in slower growth and fewer inbound inquiries.
Poor Lead Quality from Campaigns
Previous outreach efforts attracted leads with low intent or misaligned service expectations. Many inquiries came from outside the target demographic or didn’t convert beyond the initial contact.
Impact
The low-quality leads drained time and resources, reducing campaign efficiency and weakening overall conversion performance.
Unoptimized Lead Journey
Users who clicked on ads often encountered inconsistent messaging or friction during the inquiry process. The lack of a seamless flow from interest to action led to mid-funnel drop-offs.
Impact
This gap between ad engagement and form submission caused lost opportunities and a lower return on ad spend.
Strategy & Process
✅ Ad Campaigns Centered Around Closet Expertise
We built ad campaigns that positioned Bobby Risner as the face of the brand—showcasing his design expertise, hands-on involvement, and local trust. This expert-led approach replaced generic messaging with a more personal, relatable connection for Memphis homeowners.
✅ Customer Testimonials as Social Proof in Ads
We incorporated real customer testimonials, 5-star ratings, and project visuals into ad creatives to build instant credibility. By showcasing the positive experiences of actual Memphis homeowners, we created trust and emotional connection—leading to higher click-through and inquiry rates.
✅ Customer Testimonials as Social Proof in Ads
We incorporated real customer testimonials, 5-star ratings, and project visuals into ad creatives to build instant credibility. By showcasing the positive experiences of actual Memphis homeowners, we created trust and emotional connection—leading to higher click-through and inquiry rates.
✅ Performance-Based Budget Allocation & Targeting
We continuously monitored campaign performance to identify the best-performing services and audiences. Based on real-time data, budget was shifted toward high-interest categories like custom closets and pantries—helping reduce cost-per-inquiry and maximize returns.
✅ Pre-Qualification Filters to Improve Lead Quality
To avoid wasting time on mismatched leads, we introduced filters like zip code validation and service-type selection at the inquiry stage. This helped screen out unqualified traffic early, allowing Bobby to focus on high-quality prospects more likely to convert.
✅ Pre-Qualification Filters to Improve Lead Quality
To avoid wasting time on mismatched leads, we introduced filters like zip code validation and service-type selection at the inquiry stage. This helped screen out unqualified traffic early, allowing Bobby to focus on high-quality prospects more likely to convert.
Result
📊 Impressions – 2,58,362
📩 Enquiries – 412
🎯 Cost Per Lead – ₹24
Our focused performance marketing efforts helped UpClosets of Memphis shift from limited local visibility to a stronger, expert-led digital growth model. By leveraging targeted Meta campaigns and building trust through personalized ad content, we successfully connected the brand with high-intent homeowners in the Memphis area.
The improved lead quality and higher engagement rates reflect a clear improvement in how efficiently the ad spend translated into qualified inquiries. With better targeting, expert-centered messaging, and a pre-qualified inquiry funnel, UpClosets of Memphis is now positioned for consistent, scalable growth in the regional custom storage market.
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