INVESTimate® from HomeUnion empowers investors with a data-driven online platform, revolutionizing the way they research, select, acquire, and sell single-family rental properties. It provides property managers and realtors with a branded, online investment platform to directly engage with new and existing clients, streamlining their operations and fostering stronger relationships.
Curious to see if there would be interest if we were to turn this into a platform to be used by real estate agents, brokers and property managers, we were ready to embark on this journey. HomeUnion's approach involved repurposing its investment algorithm and property search platform, which was initially designed for remote property investors. By testing the market with a "white label" product concept, they gauged the interest and demand for their platform among real estate professionals.
Our sales team were already selling people on this before we even had this platform built or designed. We didn’t even have a homepage!
From a design lens, I knew that branding and the experience was going to shift and change our work. This was a new product which means new branding and more emails.
It was time to roll up our sleeves and dive headfirst into the wild world of real estate. To conquer this adventure, we needed to get to know our real estate agent and property manager personas inside and out.
We were situated in Orange County, where real estate agents practically grow on trees. We had a plethora of professionals to chat with, from our in-house experts to external industry gurus. This treasure trove of insights allowed us to get up close and personal with our users, gaining an in-depth understanding of their pain points and desires.
The moment of truth had arrived – time to cast a critical eye on our application. You see, our sales team had been busy selling an idea to brokers and real estate agents, a concept that was still in the making.
So, we huddled together as a team, forming an alliance with our engineering wizards, the trusty product manager, and the CEO. It was like assembling the Avengers, but with less capes and more laptops. Our mission? To craft not just a platform but an entire unforgettable experience, and yes, that included emails too.
We left no digital stone unturned, from scrutinizing the desktop app to envisioning its mobile counterpart. We embarked on a quest to discover the most streamlined path to white-labeling our product, a bit like trying to make a gourmet meal with a toaster. And voilà! The grand plan emerged, a well-coordinated assault strategy that covered both our application and the email nurturing campaigns. It was a bit like preparing for a culinary feast with a side of marketing magic!
Each whitelabel platform would have their own unique colors, logo and unique tracking.
I had to step in to speed things up even faster. I worked hand in hand with our developer.
The preview
We're on a data safari, tracking everything from open rates on emails to CTRs, page views, and even the fascinating world of demographics. But here's where it gets spicy – we're not just monitoring our own backyard; we're also peering into the lush gardens of each company's subdomain. It's like having a double feature at the data cinema!
Now, picture this: we're orchestrating an epic symphony of analytics for every subdomain, seeking to unveil the secrets of successful email campaigns and property transactions. But like any grand adventure, we've stumbled upon a few quirks – the mysterious case of mislabeled leads in our Salesforce. It's like solving a delightful data puzzle.
Tracking was a nightmare but we had a solution for it:
1. Dynamic Code: Registrants wielding dynamic codes, specially generated for each subdomain. It's like giving them a secret handshake at a data party!
2. Nurturing Campaign: Tracking registrants arriving courtesy of our nurturing campaigns. We're like their GPS guiding them through the data maze.
3. Demo Link Tracking: Keeping a close watch on scheduled demos originating from our site versus those triggered by our trusty emails.
4. A/B Test Versions: Engaging in epic battles of A/B testing to determine the fate of scheduled demos versus users registering on a lead page.
HomeUnion's decision to extend its platform to real estate agents and property managers yielded significant results. The move allowed them to diversify their audience, moving beyond remote investors. Furthermore, by aligning with industry stalwarts, they gained access to established leads and expanded their brand presence in the highly competitive real estate landscape.
HomeUnion's expansion into the real estate market showcased the versatility of its platform and its proactive approach to meeting market needs. By recognizing the demand for a "white label" product among real estate professionals and forming strategic partnerships, HomeUnion successfully broadened its horizons within the real estate industry. This case study highlights the importance of adaptability and strategic collaboration in pursuing growth and market expansion.
Company was acquired in 2019.
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