DIY
Helping sellers speak with agents faster
Interviewed internal users
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Gathered data
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Analysed funnel
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Created product strategy
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Interviewed internal users 〰️ Gathered data 〰️ Analysed funnel 〰️ Created product strategy 〰️
Missed calls are the new norm
OpenAgent’s goal is to help sellers connect with the best agents in their area.
Traditionally the company had relied on a combination of a web experience to find sellers, paired with a phone call from one of our consultants to confirm details and field any questions before the sellers details were shared with an agent.
If we could not get in contact with this customer via phone we wouldn’t pass them over to an agent.
This poses risks to the business as not all customers want to be contact via phone. To combat this the company introduced a digital journey named “DIY” where a customer could make contact with an agent but it had been neglected for many years.
Insights
Customers across Australia are picking up less phone calls today than they did in the past. Inside OpenAgent even with a dialler, multiple attempts and team of people our pick up rate is <50%
9 out of 10 customers want to use messaging to interact with a business
I found despite having a digital journey in place to combat poor pick up rates there were still human blockers in this process that needed to manually approve leads (which sometimes required a call) before they would be shared with agents. This meant outside of work hours (like on weekends) people were left in a queue sitting until Monday morning. Clearly a poor customer and agent experience.
Discovery: After speaking with many people across the business I mapped the customer journey which showed clear flaws in our current system
Solution
A fully automated digital journey for our customers.
In order to enable this we needed to digitise the verification process. This included adding phone and owner verification. For customers who met the verification standards they would be passed to an agent instantly.
I also redesigned the agent profiles to encourage more customers to make contact via our digital channels
Metrics
Removed 100 working days per year of consultant time that was previously used to manually check and verify each digital lead
Improved speed to contact (agents contacting sellers) by 900%
Work Samples
Prospecting
Helping real estate agents win more leads
Estimate tool
Helping sellers understand the value of their property