Engagement scores for real estate agents

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For a large building firm, the O2MC I/O framework was used to create an ‘engagement dashboard’ which provides the company’s real estate agents with a real-time indication of how interested people are in the building projects. The agents of course want to sell houses and this dashboard gives them a trustworthy indication who shows high interest and should be called or approached for a certain project. This dashboard moves beyond traditional web analytics by providing complete, actionable scores the agent can immediately act on.

Single Line of Code

The only thing the building company had to do, was add this single line of code to every page of their website (by placing the code in the footer of the website).

(function(){var a=document.getElementsByTagName('script')[0], 

DimML uses this line of code to collect all kinds of variables, parameters and events, such as brochure requests, contact requests, Facebook-likes and information about the campaign which brought people to the website. But it is also able to collect very specific elements such as the building project or the region of interest. At first, a dashboard was created which showed this information. That opened up quite some insights, but the developers decided to go one step further.

Scoring interaction

If people who visited the website filled out a contact form or another type of contact information, DimML would match this with the building company’s CRM database. At the same time, all events in the entire customer journey have their own ‘weight’. So for instance a click on a project has a score of 5, but the download of a floorplan has a score of 10. This creates a total ‘engagement score’ that is matched to the identifiable conversion. So besides seeing that someone downloaded a brochure, the agents can also see how interested this person is, making it very clear who should be approached first.

Flexibility and safety

The scores for different events can very easily be changed in the code. If you decide to do so, you can output the new scores to the CRM to update all existing data in CRM. All this information is provided via an API, so even if the company would decide to implement a new CRM, they only have to let the developers know where the data has to go, and the scores will be available there. Furthermore all data are encrypted using Reindael encryption, which means that even if someone manages to hack the database, it is near impossible to identify the actual persons behind the data.

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