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Branding & Creative Direction.
Streamlining your identity.
Branding & Creative Direction.
Streamlining your identity.
01 How to motivate cold-calling?
How do we help motivate real estate agents cold-calling for business and keep them
engaged and excited about what they are doing?
Company: REDX
Product: Vortex
Team: 1 Product manager, 1 designer, 5 Developers
The Problem
By researching a panel of real estate agents, we found that the largest obstacle for agents' cold-calling lists of people to solicit business was simple. People hate telemarketing. Understanding that the reason for this is relative to each individual we were faced with the challenge of identifying the most common reasons and find a way to make a positive experience out a negative one.
The Research & Exploration
To research how to solve our problem, we surveyed real estate agents and also questioned a panel of real estate agents for our Youtube channel about their careers and experiences with prospecting (calling lists of leads REDX provides.)
Next, we met as a team and included others to brainstorm ideas around how to address the main concerns we found in our research. We found that most of the obstacles that agents had fell into one of two categories:
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Fear of rejection
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Burnout due to failure
As a team, we used sticky notes to share our ideas on how we could address these obstacles. This brainstorming proved to be a lot of fun as there were no limitations on what we could come up with. Having done this we then could affinity map these ideas and come up with a better idea of how to address our user's issues.
Solutionizing
From our team meet we felt that the best way to overcome fear was with motivation and gamification. To achieve this we created a tool that would be friendly and interactive, and not only offer valuable insight into the process agents were participating in, but give them the information in a context which felt more like a game or challenge than a grinding task. The tool would need to do the following:
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Educate the user on how we can forecast their success
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Inform the user of how much money they are making an hour
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Display the likelihood of user getting a new listing
The first bulletpoint would help us validate our worth to the user. The second bullet point we made into a requirement because in colo-calling, even if you get 200 rejections in an hour, a single yes can end up paying out thousands of dollars. Seeing a big dollar value on your hourly rate is extremely motivating. With the data collected we could then display the probability that they would have success. Each no then increased the chance of a listing, turning a negative experience into a positive one.
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We changed "rejections" to calls in the mind of the user, and labeled it as listing fuel, urging them to get more. Visually we displayed their likelihood of a new listing to reinforce the motivation with a fun and colorful UI. A crappy job became a lucrative game.
Feedback
At this point we are collecting data from our users to prove the effectiveness of the feature. As we see an increase in the rate of calls we can surmise that a feature like this will have a positive effect on user's business and can lead to more usage on our end. This feature is still in process but we hope to be able to use it and get the positive feedback our research suggests we will receive!
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