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Expand the geographical target area beyond Jabodetabek.Expand the type of audience target area beyond Home Sellers or Home BuyersExplore new channels or partnerships to reach untapped audiences.Enhance marketing efforts to re-engage previous leads or audiences who showed initial interest but did not convert.
Leads Generation: Ensuring a steady flow of qualified leads is critical for maintaining the funnel's top.SPK / UTJ: Reducing cancellations will have a direct impact on improving the middle to bottom of the funnel.Conversion to Ticket: While important, this stage is less critical than ensuring a steady lead flow and reducing cancellations.DO / AJB: Enhancing the conversion rate here will drive overall success and revenue.
Pashouses’ Referral Program: Cari-Cari Rumah has helped the company to reach 20% increase on the number of houses acquired and 20% increase on house selling transactions.It allows us to build our own Agent / Referral Networks for any product promotion and distribution
Cari-Cari Rumah!
Pashouses' Referral Program: Bantu teman Jual atau Beli Rumah, langsung dapat 5 Juta Rupiah!
TL:DR
Cari-Cari Rumah is a referral program by Pashouses designed to incentivize recommendations of their home buying platform. It emerged from an analysis using Funnel Analysis and MECE framework to tackle declining transactions on their platform. Recommendations include expanding geographical reach, targeting broader audience segments, exploring new partnership channels, and re-engaging past leads. The prioritization strategy emphasizes generating quality leads, reducing SPK/UTJ cancellations, improving ticket conversions, and enhancing DO/AJB conversions. The referral program, supported by offline and online campaigns and a dedicated submission website, has achieved a 20% increase in house acquisitions and sales transactions, establishing a solid referral network for future promotions and distributions.
Project Detail
Project Name
Cari-Cari Rumah
Project Owner
Ahmad Fadlan Awriya
Division
Growth
Release
2023
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What is Cari-Cari Rumah?
Cari-Cari Rumah is Pashouses' referral marketing program where you can earn additional income by recommending Pashouses as a home buying platform to your friends, family, and acquaintances through the link refer.pashouses.id, which can be accessed via smartphone or laptop.
Why We Created This?
This program started with an abstract question: how can we increase home buying and selling transactions on Pashouses? I used Funnel Analysis and the MECE framework to identify the core issues in the home buying and selling process on Pashouses.
Funnel
Condition
Validation
Alternative
Prioritization
Leads Generation
We’ve seen a decreasing number of tickets over the last 3 Months (L90D) from Multiple Channels (both Online and Offline).
Since we’re targeting Direct Home Seller and Direct Home Buyers, our Pool of Audience were not getting bigger since we’ve already attained most of our audiences in Jabodetabek, for both Online Presences and Offline Presences.
High - A shrinking lead pool directly impacts all downstream funnel metrics.
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Overall Prioritization
Leads Generation: Prioritization
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Results:
Pashouses’ First Referral Marketing Program: Cari-Cari Rumah.
Offline Campaign to Several Major Gated Community, Agents Partner, etc.
Online Ads Campaign to All Platform
Live Website
Overall Progress and Achievement
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