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RentBase
My Role
Product design and user experience
working directly with the CTO/Head of product
KPIs
p1. Single link renter screening feature
p2. 15% lift to renter form submission.
p3. Cut lead response time by 10%
The Why
RentBase is a SaaS product that automates the leasing process for real estate agents and discovers sales within their rentals.
The pain: Rental agents find matches to listings from leads they get and vice versa. A lead looking for a new rental will contact the agent via contact, a landlord, or a listing aggregator such as Zillow.
On the flip side, agents look for leads to match their listings via different acquisition engines.
These leads come from multiple channels and need to be screened, vetted, and matched ti a listing.
Agents can get hundreds of rental leads a month, with no real tools to screen, score or optimize their process toward high-quality leads. Existing solutions were either too basic like gg-sheets, or too complicated and disjointed from an agent's CRM and workflow like Typeform
(which doesn't live the same place as their rental listings).
Agents end up spending a huge amount of time chasing, validating and screening leads only to lose many along the way by:
- calling them manually and questioning them live
- sending an email doc with disjointed surveys, that are hard to learn from and are often a ‘one and done’.
The Process
Discovery
Surveying rental agents to understand the current renter screening flow, how long it takes, and where the bottle necks are, a few baseline pains come up and a deeper understanding of the frustration agents are going through on a day-to-day basis.
1) Current flow is clunky and requires alot of work for what can eventually be a mismatching renter.
2) Only ~30% of lead actually convert from giving their contact to submitting their requirements on
a 2-48 hours timeline.
3) Leads are either documented physically which is slow and hard to manage or input digitally
in a disjointed system.
Personas
Agent John Galt
Leasing Agent
25 to 34
Bachelor’s degree (e.g. BA, BS)
Pains
Navigating Client Relationships & Communications
Project Management & Disorganization
Maintaining consistent revenue
Collaboration & Creativity
Manager Sarah Connor
Broker or Manager
35 to 44 years
Bachelor’s degree (e.g. BA, BS)
Pains
Employee ROI
Professional Development
Project Management & Disorganization
Navigating Client Relationships & Communications
Current Journey
How might we ...
make it easy for agents to screen more rental leads?
MVP Approach
An easy-to-share, autogenerated in-app custom link that lets any agent using RentBase, send a wizard that lets leads self-screen (answer questions async) from any source and match them to an agent's existing listings.
Acceptance Criteria:
The lead should be able to fill out the form with no support
Once completed the lead should receive a summary email with all the requirements and will be prompted to create an account so they would be able to use the requirements again and again.
The agent who has sent the link to the lead (and only him/her!) should get a notification and be able to view the lead's requirements.
The agent should have a quick way to match the leads' needs to her current listings.
Our Hypothesis
By streamlining agents lead acquisition flow to a single link that funnels renters to
an in-app qualification form, we’ll be able to:
1. Cut an agent's time screening leads by 20%.
2. Automatically score a renter for quality and needs
3. Auto-populate a renter submission within RentBase for later CRM motions.
4. Automatically match to current agent listing supply.
5. Give an agent a way to scale and optimize their lead intake.
MVP Flow
Components
Allowing Agents to Add Leads
Easy Link Sharing
All Leads Page
Lead Screening Wizard
Results
500+
Leads screened
4-10
Minutes to submission
Before: 2-48 hrs
75%
CVR to submission
Before: ~30%
Takeaways
☝️ Asking leads what is their preferred method of contact on the form,
un-earthed a major learning for product marketing and validated our new features need.
97% of renters prefer email or text over phone calls.
☝️ New Proofpoint discovered for marketing - 7-20 min saved on every lead call.
Multiplied by 20-30 leads called a day means we are saving agents hours a week.
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