Positioning a New Tool

Challenge

Helping a tech real estate company understand the barriers buyers face and ways in which agents nurture leads, to help position a new tool.

Let’s face it, we’ve all been there – swiping through real estate apps, daydreaming about our dream homes, whether we’re serious or just browsing. Our client, a tech real estate company, wanted to dig into first-time and repeat buyers’ journeys of finding a home, and how agents manage these leads, to inform the development of a new tool.

Approach

We facilitated 75-minute virtual discussion groups, speaking to 4 groups of buyers and 2 groups of agents. With buyers, we explored their journey looking for a home to understand triggers and barriers, as well as their reaction to a new tool. With agents, we explored their thoughts and feelings about leads that are higher in the funnel and how that changes the way that they assess and nurture them throughout the process.

Impact

In the end, our client received a deeper look into the drivers and barriers of the new tool, along with actionable recommendations around how to keep buyers from opting out of the flow, and ensuring agents are happy.