Skip to content
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.Implement a lead validation process to filter out incomplete or false submissions.Enhance the lead capture form to require mandatory fields and include validation checks.Invest in lead nurturing tools to better qualify leads before they reach the Telesales Team.Develop a real-time inventory management system to provide up-to-date availability of houses.Increase the inventory of similar houses to provide alternative options for buyers.Implement a better reservation system to manage multiple UTJ queues effectively.Strengthen the pre-qualification process for buyers applying for credit or mortgage.Work closely with financial institutions to understand and address the reasons for data rejections.Provide better support and guidance to customers during the application process to ensure data accuracy.
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.
Their Son / DaughterTheir External FamilyTheir CoworkersTheir Friends and RelativesHouseworker / Maid / Personal DriverSecurity of their Gated CommunityETC
Expand geography beyond Jabodetabek (high cost, slow)Expand audience type beyond direct buyers/sellers (medium cost, untested)Open a new channel via referral / partnership (low cost, fast to test)
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' first referral marketing program — refer a friend, help them buy or sell a home, earn IDR 5 million.
Last edited 1 minute ago by Ahmad Fadlan Awriya.
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 / Snapshot
Project Name
Cari-Cari Rumah
Project Owner
Ahmad Fadlan Awriya
Division
Growth
Release
2023
Outcome
+20% in homes acquired and +20% in selling transactions, plus a permanent referral network for future products
Stacks
Custom referral site (refer.pashouses.id), Meta Ads, offline activation
There are no rows in this table
Context
Pashouses is an Indonesian home buying and selling platform. By early 2023, we had saturated most of our reachable audience in Jabodetabek through direct online and offline channels, and the funnel showed it.
Problem
Transaction volume was flat-to-declining for three consecutive months. Tickets were down across both online and offline channels. The C-level question landed on my desk: how do we restart growth without just spending more on ads we'd already optimized to death?
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.
My Role
I owned the diagnosis end-to-end. Running the funnel analysis, prioritizing the constraint, and proposing the solution to leadership. Once Cari-Cari Rumah was approved, I led the program design, partnered with the marketing team on offline and online campaigns, and worked with engineering on the dedicated submission portal at refer.pashouses.id.
Approach
I mapped Pashouses' transaction funnel onto a MECE framework to find the actual bottleneck:
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.
There are no rows in this table
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
There are no rows in this table
The constraint was clearly top-of-funnel. Three options on the table:
I recommended Option 3. Referrals don't compete with paid channels. They unlock people we'd never reach with ads, and the cost only triggers on actual conversion.
Offline Campaign to Several Major Gated Community, Agents Partner, etc.
This embedded link can't be shown.
Online Ads Campaign to All Platform
This embedded link can't be shown.
Live Website
This embedded link can't be shown.
Overall Progress and Achievement
Want to print your doc?
This is not the way.
This is not the way.
Try clicking the ··· in the right corner or using a keyboard shortcut (
CtrlP
) instead.