Belrose Group: Complete Digital Transformation

The Client

The Belrose Group is a leader in the self-storage game. They build facilities and handle the investments, developments, and consulting side of it as well.

They serve two completely different types of clients: passive investors who just want to park their money for a stable return, and active investors who need expert advice on buying facilities themselves.

The Brief

Belrose needed a website that looked as serious and sophisticated as their investment deals. Their old site wasn't great.

It put passive investors, active investors, and development partners all into the same bucket. This led to confused user journeys and a ton of ad spend flying out the window. They tasked us with a complete website redesign and marketing tech overhaul to stop the bleeding and start capturing high-value leads for each separate part of their business.

The Approach

The whole project boiled down to building different funnels for different people. A passive investor has totally different questions than an active one, so why send them to the same page?

We stopeed the "one-size-fits-all" model. This was backed by a full audit of their paid media and a migration to a streamlined MarTech stack that made sense. No more guessing.

Technical Implementation

Belrose got an end-to-end digital transformation. We didn't just make it look pretty; we fixed the engine.

• Website Redesign: We rebuilt the website with a professional, authoritative design that screams "trust" and "credibility." When you're asking for investment, it's not a great look to have a site that looks like it was built in 2005.
• Vertical-Specific Landing Pages: We built dedicated landing pages for each core business unit: Passive Investing, Active Investing, and Development. No more crossover.
• Paid Advertising Audit: We audited their ad accounts and found a ton of wasted money. Their campaigns were pointing at the homepage. We restructured everything to align directly with the new vertical-specific landing pages, ensuring the ad copy matched the user's destination. (See our funnel service for more details).
• Streamlined MarTech Stack: We integrated a full marketing and analytics stack, which got all their data in one place, killed off redundant tools they were paying for, and provided a single source of truth for tracking performance from first click to final conversion.
• Investor Portal Migration: This is the scary part for any client. We moved their entire investor portal to a new platform, handling the seamless data transfer, comprehensive testing, and user training. It worked well.

Results & Impact

• 18% increase in new website users
• 27% reduction in operating costs (more on this below)
• 12+ new, high-converting landing pages built
• Successful MarTech stack migration with 100% data integrity.

The project's real impact? For the first time, the team could see everything. We fixed their data black hole. We made sure every single lead landed in one reliable spot, with a clear tag showing its exact origin. They finally had a true picture of what was working.

Why It Worked

This was a strategic overhaul. The success came down to three things working together.

• Audience-First Architecture: Their "one-size-fits-all" model was failing. By splitting the website into sharp, vertical-specific funnels, we answered the unique pain points of each investor type -a passive investor got a passive investing message.
• Eliminating Ad Spend Waste: The paid ad audit was insightful. By killing one platform that was a bit of a money pit and funneling the right traffic to the new, hyper-relevant landing pages, we stopped wasting budget on clicks that would never convert.
• A Unified Data Foundation: The streamlined MarTech stack was the technical backbone. We ripped out redundant, expensive tools and created one source of truth. This didn't just clean up their data; it made their internal team faster, reduced friction, and made their entire operation more efficient. And yeah, it saved them some money on software they didn't need.