The experience that led to the creation of Pavago
About Tenant Planet
Tenant Planet is a US-based property management company founded by Parker Cox. The business managed rental properties for owners and relied heavily on marketing systems, lead flow, and operational efficiency to grow.
As with many service businesses, marketing performance directly affected revenue, workload, and client satisfaction.
The Situation
By mid-2022, Tenant Planet had reached a plateau.
The company was spending heavily but not moving forward.
Monthly costs included:
- Approximately $60,000 in payroll
- $4,500 per month paid to a marketing agency
- Total monthly operating burn of around $64,500
Despite this investment:
- Revenue had stalled
- Clients were increasingly frustrated
- The internal team was stretched thin
- Leadership time was consumed by managing inefficiencies
Marketing activity was happening, but progress was not.
The Underlying Problem
The issue was not a lack of effort or spending.
The issue was ownership and execution quality.
Marketing systems were fragmented. The agency handled tasks, but no one inside the business was responsible for improving the system as a whole. Changes were slow, accountability was unclear, and results did not compound over time.
Adding more budget or more people would not fix that.
What the business needed was one experienced operator who could take responsibility for marketing end-to-end.
The Hiring Decision
Instead of continuing with agencies or hiring locally at a much higher cost, Tenant Planet hired a full-time offshore marketer from Pakistan.
This was not a junior role or a virtual assistant position.
The hire was an experienced marketer with the ability to:
- Own acquisition systems
- Diagnose inefficiencies
- Rebuild processes properly
- Work as part of the internal team
The cost of the hire was $2,500 per month.
What Changed
Within the first two months, measurable improvements appeared.
- Customer Acquisition Cost decreased by 40 percent
- Core marketing systems were rebuilt and simplified
- The internal team regained bandwidth and focus
- Leadership involvement in day-to-day marketing dropped significantly
Instead of managing agencies and patchwork systems, the business had one accountable owner focused on results.
Cost Impact and ROI
The financial shift was straightforward.
Before
- $4,500 per month agency retainer
- Limited accountability
- No sustained improvement in CAC
- High founder and team time cost
After
- $2,500 per month full-time A-player marketer
- Direct ownership of systems
- 40 percent reduction in acquisition costs
- Lower management overhead
Tenant Planet reduced marketing costs while materially improving performance. The savings alone justified the hire. The improvement in CAC created additional upside.
The Compounding Effect
The initial marketing hire did not remain a single point solution.
Over time, that marketer helped Tenant Planet hire eight additional offshore team members, creating a scalable internal team rather than a collection of external vendors.
What began as a tactical hire became an operational model.
Why This Experience Mattered
This experience reshaped how Parker Cox thought about hiring and growth.
The biggest insight was simple:
- Talent quality is not confined to geography
- High standards matter more than location
- One strong hire can outperform entire vendor stacks
That realization directly led to the creation of Pavago.
Pavago was built to help other founders access the same level of offshore A-player talent without having to learn these lessons the hard way.
The Takeaway
Tenant Planet did not unlock growth by increasing spend.
It unlocked growth by hiring one capable person who took ownership of a critical function.
For service businesses facing rising costs and stalled momentum, the lesson is clear:
Better people create leverage that tools and agencies cannot.
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