From Inspection Software to Growth Infrastructure: How RentCheck Doubled Monthly Sign-Ups

12 customer interviews  |  3 Jobs to be Done  |  94% website conversion rate increase  |  1 clear bet

COMPANY: RentCheck is property inspection software for operators scaling their portfolios

CHALLENGE: Too many customer segments, no clear positioning, and an untapped inbound to product-led growth motion

OUTCOME: Clear bet on ‘Growth Seekers’, new positioning as "growth infrastructure," and a unified CX map with KPIs the team. The website conversion rate increased 94%, monthly trial signups doubled (from 50 to 103)

SERVICES: RentCheck completed a six-week Growth Sprint followed by implementation support. The sprint included customer research, Jobs to be Done analysis, positioning and messaging, and customer experience mapping.

"We're gonna muscle through this."

Marco Nelson, CEO of RentCheck

That was the plan. RentCheck had strong product intuition, happy customers, and solid retention. Their outbound motion was working. But inbound? That was the gap and closing it felt like pushing through fog.

The team had customers everywhere: independent landlords with 25 units, mid-market operators with 500, enterprise players managing 100,000 properties. Three go-to-market motions running in parallel. A website trying to speak to all of them. A marketing hire that didn't work out.

Marco found himself spending nights teaching himself positioning. "Me as the founder and the CEO, I'm just like, well, I guess this is something I have to do until we get it going."

"We've lacked expertise in marketing and demand generation since day one. There's so much opportunity there—completely untapped."

Lucy Warburton, Head of Product

Too Many Customers to Choose From

RentCheck's problem wasn't that they didn't understand their customers. It was that they understood all of them equally. And that abundance was paralyzing.

"We have tons of customers in those segments that we could leverage. I think we have too many that, like, for us to go back and look at everything, I think is why we're struggling to find the core message."

Marco Nelson, CEO of RentCheck

The team knew where they wanted to go. They just couldn't see the path. "We kind of are all on the same page of where we need to get to," Marco said. "But how to do that and how to move through that maybe as quickly as possible—that's where we're stuck."

Lucy wanted coherence: "So much of the focus has been on from the time someone becomes a user and then going through onboarding. I think it would be great to have a really cohesive end-to-end strategy. We haven't focused as much on what really drives people to seek us out."

They needed synthesis—a way to take everything they knew and distill it into a clear bet.

Three Jobs. One Bet.

Through 12 customer interviews, three distinct Jobs to be Done emerged:

System Builders struggled with inconsistent, time-consuming inspections and wanted a systematic way to look professional.

Optimizers aimed to streamline operations and cut costs on manual, expensive inspection processes.

Growth Seekers were scaling fast, missing inspections, and needed a reliable way to complete every inspection so they could grow with confidence.

The research revealed something the team hadn't seen clearly before: their highest-performing customers—those growing their portfolios by +66%—weren't using RentCheck to fix broken processes. They were using it as the foundation that allowed them to scale.

And the emotional weight behind that job was visceral:

"I lose sleep over that sort of thing. I really do. It's like, when was the last time we put eyes on this property? The liability is tremendous."

"There was really no secure way for me to move forward with growing if I wasn't confident I could manage what I was accumulating."

"What's the point of me having a thousand doors managing when I don't get in, I don't know what's going on, and when I show up it's like, oh shoot. Like the whole thing's crap."

These weren't customers buying inspection software. They were buying the confidence to keep scaling.

The Shift

"Prioritizing Growth Seekers makes the most sense because they're the most urgent segment. The urgency is critical, but it's also where our differentiated value really shines."

Tom Staggs, Head of Sales

"The most impactful insight was how emotionally painful and operationally chaotic it is for Growth Seekers to miss inspections. It validated that we're not just a nice-to-have tool for this segment—we're solving one of their most urgent and constant problems."

Rishi Jain, Product Manager

"The most impactful insight was realizing that our highest-performing customers weren't using RentCheck to fix broken processes—they were using it as growth infrastructure."

Alexa Younger Vocke, Director of Product Design

THE POSITIONING SHIFT

From: Inspection software for property managers

To: Growth infrastructure for operators who are scaling faster than they can see

From Synthesis to Orchestration

With a clear bet on Growth Seekers, the team built the infrastructure to execute against it: a customer experience map with defined milestones, KPIs tied to each stage, and clear ownership across teams.

"The value drivers were clear, easy to digest, and resonated with what I believe are key differentiators for RentCheck."

Megan Walther, Customer Experience

"There are things that have been on our roadmap for some time that would make our product work insanely well for these jobs, but the importance and priority haven't been as clear until now."

Tom Staggs, Head of Sales

The team implemented updated positioning and messaging across their website, sign-up flow, onboarding screens, and activation emails.

EARLY RESULTS

In just 3 months, armed with new positioning, messaging and growth strategy, the team has increased the website conversion rate by 94%. Monthly signups have more than doubled (from an average of 50 prior to this work to 103 at last check).

The Takeaway

RentCheck didn't need more data. They needed to make sense of what they had.

The research gave them synthesis: three jobs distilled from a sea of customers. The prioritization gave them a bet: Growth Seekers. And the orchestration gave them a path: a CX map, KPIs, and aligned execution across every team.

They stopped muscling through. They started building for the customers who needed them most.