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Project Showcase
PAS Academy | Sales Bootcamp
A collaboration project by Pashouses' Growth & Sales Team
PAS Academy is an entrepreneurial training initiative by Pashouses aimed at educating young people in the property sales domain, with a focus on house sales, while also offering them a chance to earn additional income through the program. The project, although initiated by the VP of Sales at Pashouses, was reviewed by the Product Growth Manager at the request of the C-Level executives to align with the company's goals. The findings suggested the need for a capable Sales Executive who could generate transactions without significantly increasing overhead costs. The main advantage for participants is the acquisition of valuable skills and the possibility to work as a commission-based Sales Partner for Pashouses, which in turn benefits from skilled yet cost-effective labor through this scheme.
Project Name
Cari-Cari Rumah
Project Owner
Ahmad Fadlan Awriya
Division
Growth
Release
2023
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What is PAS Academy?
PAS Academy is an entrepreneurship training program provided by Pashouses to offer both theoretical and practical education to young people who want to gain knowledge and understand the property sales process, particularly for houses.
Additionally, it provides participants with the opportunity to earn extra income through the available programs.
Why Did We Create This?
As the Product Growth Manager at Pashouses, I was tasked by the C-Levels to review this project, which was initiated by our VP of Sales, and realize its expectations. Initially, our VP of Sales assumed that to increase the number of transactions, we needed a larger Sales Team. However, increasing the size of the Sales Team would impact Pashouses' overhead costs, especially since our Sales Team consists of contract employees with a base salary. Therefore, I attempted to review and revalidate the project scheme previously proposed by the VP of Sales.
Findings & Review
Pashouses faced difficulty in increasing their transaction numbers during Q2-Q3 2022. In collaboration with the Sales Team, we sought to identify potential issues that needed to be addressed to boost the number of transactions. We then turned our attention to our Process Funnel Distribution:
Funnel
Conditions
Validation
Alternatives
Prioritization
Leads
(Uncontactable Leads)
We’ve seen an increasing number of leads from our Online Advertising Campaign, especially from our Main Account and Personal Sales Account.
However, the quantity didn’t match the quality we were looking for.
During Q1 2022, Pashouses was able to generate 10 times more leads than the previous quarter (QoQ).
This was made possible by our new efforts to optimize our Online Advertising Campaign, where we aimed to reduce the Cost Per Lead and target a more specific audience based on our lookalike audience.
Ticket
(Contactable Leads)
Less than 10% of our leads were successfully converted into Contactable Leads, mainly due to the poor quality of leads (Irrelevant, No Responses, etc.).
This result is somewhat expected due to most of online customer segment is less likely to agreed to buy a house during their initial encounter.
Even though we’ve received more leads, we were still unable to achieve a higher conversion rate from them.
Although we’ve tried to reduce our Cost Per Lead and target a more specific audience, it still didn’t guarantee a quick conversion, as the actual house-buying journey is longer in reality (3-5 months to close).
SPK / UTJ
(House Booking Fee)
3 out of 10 contactable leads per house were likely to put down a booking fee for the given houses.
AJB / Transaction
Since most of our customers purchase a house through a mortgage (KPR), one of the main deal-breakers was the customer’s eligibility to get a loan from our banking partner.
Therefore, it were all depends on our Customers Personal Credit Information.
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Overall Prioritization
d
With that being said, PAS Academy main objective is to look for:
Results
PAS Academy: Sales Bootcamp
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