Services Provided
When Stax Capital needed to attract more qualified investor leads, they turned to webdew for a results-driven video strategy. By combining educational content, proof-driven case studies, and clear product walkthroughs, webdew crafted a video funnel that not only tripled lead quality but also shortened the sales cycle. The marketing strategy where we use video build trust with the audience to efficiently move from interest to investment.
Project Overview
The objective was to use curated video content such as explainers and walkthroughs to make complex investment strategies like DSTs and 1031 exchanges more accessible and relatable. By doing so, the goal was to increase engagement, educate potential investors, build trust through clarity, and ultimately drive more qualified registrations to the Stax Capital marketplace.
The Challenge
Stax Capital needed a way to simplify complex investment concepts, build trust, and reduce drop-offs to turn curious visitors into confident, qualified leads.
- Many potential investors felt confused and overwhelmed by complex tax-deferred strategies like 1031 exchanges and DSTs, which made it hard for them to move forward confidently.
- The website relied heavily on text-heavy explanations, which failed to simplify or clearly communicate the benefits of these investment options in a way that felt accessible.
- Key educational landing pages, such as “What is a DST?”, experienced high drop-off rates, as users disengaged before fully understanding the value of what was being offered.
- Despite strong traffic, there was a low conversion rate from lead to marketplace registration, as visitors didn’t feel informed or assured enough to take the next step.
- The platform lacked emotional connection and visible expert validation, making it harder to build trust with cautious or first-time investors.
Marketing Strategy: Launching the Video Portfolio
A focused approach to educate, build trust, and convert through purpose-driven video content.
- Stax Capital launched a dedicated video portfolio page designed specifically to engage and educate visitors. This centralized hub brought together all video content in one place, making it easier for potential investors to explore at their own pace and based on their level of interest or knowledge.
- The team strategically segmented the video content to serve different purposes within the buyer journey. Some videos educated, others built credibility, while some demonstrated the product in action.
- Explainer Videos were created to clearly break down complex topics like DSTs, 1031 exchanges, and how long investors are typically committed. These videos helped simplify abstract financial concepts and made the information digestible for first-time or hesitant investors.
- Expert Insight Videos featured leadership from within the broker-dealer network and Stax Capital’s own CEO, offering authentic perspectives and insider knowledge. These clips helped establish authority, credibility, and human connection, especially important in high-trust investment decisions.
- Marketplace Demo Videos walked viewers through the actual Stax Capital platform, showcasing how easy it is to browse, evaluate, and engage with available investment opportunities. These videos reduced friction by removing the unknowns and giving potential users a guided, visual experience of what to expect.
Execution: Bringing the Video Strategy to Life
Turning strategy into action with thoughtful scripting, seamless integration, and performance tracking.
- Script Development – Each video script was carefully written with a focus on clarity, empathy, and confidence-building. The goal was to speak to investors in a way that felt approachable, removing jargon, simplifying complex ideas, and reassuring viewers that they were in expert hands. This helped create content that was not just informative, but genuinely engaging and easy to trust.
- UI/UX Optimization – The layout of the video portfolio page was optimized to guide users toward action. Clear and compelling calls-to-action (CTAs) like “Schedule a Call” and “See Investment Opportunities” were placed directly below each video. This made it seamless for viewers to take the next step the moment they felt ready, without having to navigate away or search for it.
- Funnel Integration – The video content wasn’t just confined to one page, it was thoughtfully integrated throughout the marketing funnel to meet potential investors wherever they were.
- Analytics Setup – To understand what was working, detailed tracking was put in place. Watch rates were monitored to see how long users stayed engaged with each video. Time on page helped measure whether the videos encouraged deeper exploration.
These insights were then used to refine both content and strategy, ensuring continuous improvement.
Video Categorization (With Purpose & Conversion Logic)
Video content was strategically categorized into education, proof, and product walkthroughs, each designed to guide leads through the funnel with clear conversion intent.
| Category | Example Video | Purpose | Impact |
| Explainer | What qualifies for a DST? | Simplify complex strategies | Warms up cold traffic |
| Expert Insight | Working with Broker Dealer Principals | Show team’s credibility | Increases trust before advisor calls |
| Walkthrough | Platform navigation demo | Reduce friction to signup | Encourages action |
Key Takeaways from Stax Capital’s Video-Driven Lead Strategy
- Video isn’t optional in financial services, it’s essential for trust, clarity, and conversion. In a space where credibility matters, video helps humanize your brand and explain complex ideas with ease. It builds confidence, reduces friction, and encourages action.
- Segmented content strategy (education, proof, walkthrough) moves leads through the funnel. Not every viewer is at the same stage, some need clarity, others need proof. A mix of explainer videos, expert insights, and demos meets them where they are and guides them forward.
- Visual storytelling simplifies high-consideration investments like DSTs and 1031s. Seeing is believing, especially when the stakes are high. Video turns complex strategies into clear, relatable narratives that help investors make informed decisions faster.
Feedback
After the launch of the video portfolio, the impact on user behavior was striking. According to the Stax Capital team, the shift was “night and day”, investors were no longer passively signing up; they were arriving better informed, more confident, and ready to actively engage with the platform. The videos didn’t just drive registrations, they fostered deeper understanding and trust, leading to higher-quality leads and more meaningful investor conversations.
Ready to boost your leads with video? Let webdew craft a strategy that drives result, Contact us!
