Insights from customer research and journey mapping lead to breakthrough campaign for Premier Sotheby's International Realty.
Premier Sotheby’s International Realty, one of the nations top real estate firms, engaged the Bokka Group to assess their agent recruitment program. As an international brand, the Sotheby’s name carries prestige and luxury. Finding top agents to grow the business as well as represent the prestigious brand is key to their success.
For years, the leadership team at Premier Sotheby’s International Realty carried the responsibility of recruiting top-performing agents to promote and sell their high-end luxury homes. As they grew to become the 35th largest brokerage in the US they began to see real challenges sustaining growth using their existing recruitment process. Their biggest problem: they needed help improving the customer experience for recruits, but didn’t know where to start.
By working with the Premier Sotheby’s leadership and marketing team, we were able to clearly define personas for the target recruits, and journey map the entire recruitment process to fully understand the customer experience. Hundreds of current agents were engaged through user surveys to provide feedback on their personal experiences and preferences.
The insights collected proved invaluable in shaping the digital marketing campaigns, as well as improving the customer experience for new recruits.
A Repeatable Process
As leaders in the real estate industry, our process for discovering user insights and turning them into practical strategies is what sets us apart. Premier Sotheby’s International Realty took advantage of this process to sell more homes by engaging more sales agents that fit with their company culture. They needed a way to uncover users’ needs they didn’t yet know existed.
What the Process Looked Like
1) Collect feedback to better understand the users’ needs
Agent surveys were created and deployed to find pain points and better understand what users look for in the ideal recruitment experience. This data was critical for putting ourselves in the user’s shoes.
2) Create personas and journey map the user experience
A 4-hour workshop was held with key stakeholders to identify current processes, touchpoints, systems, and how they impact what the customer’s thinking, feeling and doing during the recruitment process.
3) Road map the solution
Our team met to analyze all the insights and data collected for the project. We then collaborated to map out the work needed to reimagine the customer experience, and meet the client’s goals, timeline, and budget.
4) Design the new experience
Once the work was scoped and budget/timeline agreed upon, we storyboarded, designed and implemented the new campaign, including inbound strategies, digital media, landing pages, and follow-up.
A complete overhaul of the digital recruitment experience based on user research. And for a brand with the recognition and prestige of Premier Sotheby’s International Realty, they would settle for nothing less.
“We had tangible takeaways that we can start implementing right away, from improving technology to make it easier for our buyers, to finding new ways to make them feel more important at closing.”
– Garrett Boyd, Wonderland Homes