The goal on this project was to evolve our agent lead generation platform from pay per lead to a success fee model. Agents qualified for the new platform, based on their relevant deal experience within a specific building.
The end result was to facilitate high quality connections between the consumer and agent, which would align StreetEasy with their success, reward StreetEasy for matching them and ensure a great experience. This project included updates to the agent’s tools, new alerts and notifications, marketing material for promoting the new features, as well as updates to the contact box used by consumers.
UX / UI Design
Other team members:
Onboard 30 brokerages in the first four months while positively impacting the consumer's experience with the agent.
Where we were vs. where we are going
The pay per lead model required agents to pay upfront for the leads they were receiving.
With the success fee model we wanted to track conversion at each stage of the funnel (connected, appointments, offers, transaction) and give agents more opportunities to share their experience and get connected with buyers.
The program required the agent’s brokerage to first opt-in. At various stages of onboarding, agents were served targeted messages based on their level of access - brokerage needs to opt-in, brokerage is opted-in, but agent still needs to opt-in and brokerage and agent have both opted-in.
The Agent's Journey
Work done for agents also impacted the consumer’s contact experience.
We tested options where a specific agent was not displayed on the contact box but ultimately went with a version that allowed the consumer to choose - NYC buyers are demanding and like choice. They actively selected an agent 25% of the time when 2 or more agents were presented on the contact box.
"A buyer’s agent with experience in the building is compelling to both the buyer’s agent and the listing agent. As a listing agent, I love it when I’m working with an expert in the building."
"In 3 weeks, I’ve turned a handful of inquiries into 1 sale and 3 new clients. The process in co-ops is very discerning, and I give buyers a level of comfort."