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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.
Conversion to Ticket
There is a slight decrease on conversion from Leads (Uncontactable) to Ticket (Contactable)
Part of the Leads (Uncontactable) that is coming to our Telesales Team were raw, i.e., not having phone number to be contacted and several that is coming from Online Channel were submitted with false number.
Medium - Improving lead quality will help the Telesales Team focus on viable leads, thus improving conversion rates.
SPK / UTJ
The majority of cancel SPK is due to the house that was being processed already sold to other buyers.
We have observed a trend of multiple UTJ queues for the same house, but we have not yet been able to accommodate similar houses.
Medium - Addressing this issue will reduce the number of cancellations and improve customer satisfaction.
DO / AJB
Only 2 out of 10 SPK were able to be converted to DO / AJB / Transactions
8 out of 10 house purchase agreements using credit or mortgage (KPR) methods fail due to poor customer data (Col 3-5)
Low - Improving the conversion rate at this stage will directly increase transaction volumes and revenue.
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Overall Prioritization
Leads Generation: Prioritization
Proposed Ideas
Why
Alternative
Impact & Effort
Expand the geographical target area beyond Jabodetabek.
By capturing more market, we’re able to generate new pool of audience that is suitable to our liking.
But the problem lies on whether we have or haven’t prove that our product is market fit. More resources and OPEX were bound to be included in overhead cost, hence the road to profitability was getting longer than expected.
What if we capture the satellite cities outside Greater Jakarta Area? Would it make a differences on how much resources we used and how much money to be spend?
High Impact & High Effort
Expand the type of audience target area beyond Home Sellers or Home Buyers
By capturing more audience segments, we’re able to generate new pool of audience but not closely related to our liking.
Hence the process to convert the audience, from Leads to Ticket are predicted to getting longer. But the cost to run this pilot project is way lower than any other proposed ideas. Surely the conversion is not as big as a Valid Audience, but what If we can be selective at targeting this type of new audience segments?
What if we connect the dot on who’s the person that is closely related to the Home Buyer / Home Seller? Based on our research, that a Home Seller supposed to be someone that > 40 years old and Home Buyer supposed to be someone that is > 30 years old. Our potential candidate could be:
High Impact & Low Effort
Explore new channels or partnerships to reach untapped audiences.
Since we were only capturing Banking Partners as a Partnership Channel, what if we can tap to other businesses that can potentially give us a new source channel of leads.
Although this seems viable, more connection to other businesses and more effort on corporate communication will be needed.
Low Impact & High Effort
Enhance marketing efforts to re-engage previous leads or audiences who showed initial interest but did not convert.
No brainer, but chance to re-convert is low if we didn’t had more inventories to be sell or more customer to buy a house
Low Impact & Low Effort
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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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