The Foundation of Realtor.com
Realtor.com is the home of home search. As one of the most visited real estate websites in the United States, homebuyers, sellers, and renters are able to take control of their search in a notoriously difficult marketplace. No matter what stage of the real estate journey customers may be in, finding the perfect home becomes a sweet and memorable time—not a stressful and complex process.
But as both marketers and shoppers know, the market hasn’t been making things easy recently. From sky-high prices to a scarce number of homes for sale, the headlines can be grim. To help their customers navigate these tumultuous waters, Realtor.com came up with a stellar strategy that combined their proprietary data science models with Movable Ink capabilities, providing recommendations to help home buyers on their journey. Here, discover some of their best campaigns along with how they built and deployed them.
Personalized Recommendations for the Dream Home
CRM data is an undeniably crucial part of any business. For Realtor.com, it acts as a key opportunity for their marketers to meet buyers at the right moment in their journeys and help them discover relevant insights to find their most fitting home.
With this in mind, Realtor.com began sending market update emails to home buyers, such as price drops and increases. To do this, they immediately looped in Movable Ink to use first-party data to show listings populated with the most recent price change information, updated at the time of open to ensure the utmost accuracy in every send.
While this was a good starting point, Realtor.com wanted to go further with their emails, and Movable Ink had the capabilities to get them there. Along with showing homes that had recent price changes, Realtor.com was able to encourage further discovery for the undecided home buyer using their proprietary data science model, API, and image personalization.
In this email, the personalized recommendations shown underneath the initial listing drove incredible results. They saw double-digit lifts in CTOR (18%), unique users (12%), and revenue (20%) that were all made possible with this simple, automated change that required minimal effort from the Realtor.com team.
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Search No More, Realtor.com Has It Covered
Unsurprisingly, hunting for your dream home is nothing like shopping for a new outfit. You won’t be filling up your cart with dozens of options, and you certainly won’t plan to get the same home in every color they have in stock.
Yet, Realtor.com saw an opportunity to maximize on customers’ browsing behavior. After all, customers who save their search—a feature on Realtor.com that lets you bookmark potential homes—are significantly more likely to submit a lead and make additional visits to the site. With potential like that, they knew it was time to take that next step in their digital marketing repertoire.
First, Realtor.com marketers created an abandoned cart style email that users would receive after being inactive for 30 minutes. But using a listing API and a map app from Movable Ink, they turned these emails into personalized experiences that were specifically tailored for the home-buying experience.
The emails included the abandoned search along with up-to-date prices for the latest listings in that same area. The information is clearly displayed using dynamic pins to show all of the home locations on top of an easy to navigate map that uses dynamic zoom and millisecond load time. Lastly, customers have the option to turn on their notifications and from there, choose a cadence that works best for them.
Home Buying Can Be a Breeze
With automated, personalized capabilities on hand, Realtor.com makes the most of their CRM data to deliver tailored experiences that help customers find their perfect home. Learn how you can activate your own data to create marketing strategies that delight and entice your customers.
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