My guest in this episode is Zoe Pointon, CEO of OpenAgent. OpenAgent began eight years ago selling leads to agents on a transaction by transaction basis and taking a clip of the commission. But now they've grown and matured to become a sophisticated big data business that is partnering with select agencies to manage lead qualification, to give both agents and consumers a better real estate experience. And they've also pivoted their charging model. They're a great example of a PropTech business that has started out with a revolutionary idea, successfully scaled, grown, and now pivoted. Moving from being an industry outsider to a trusted data partner that can help agents grow their business, save time, and deliver better services to consumers.
01:31 The OpenAgent elevator pitch – for both property sellers, and real estate agents and how the company started.
02:58 OpenAgent today – eight years since they started. 03:55 Why does the industry need an independent lead generator? How OpenAgent helps consumers.
05:01 Does OpenAgent exist because agents do a terrible job of establishing trust with sellers?
06:45 OpenAgent’s evolution to becoming a pre-sales outsource business and the steps OpenAgent goes through to qualify a lead.
11:18 Why would consumers go to OpenAgent rather than an agent website? Zoe talks about how having a shopfront is no longer enough.
12:05 OpenAgent’s role in establishing benchmarks of what great service looks like – and how they share that with future property sellers and how they use digital marketing to drive leads.
14:06 How agents should ‘service stack’ to deliver the best services through outsourcing.
15:23 Zoe outlines the trends driving lead generation.
16:41 Realestate.com.au is moving into lead gen. Zoe shares her views on their move.
19:01 How – and why – OpenAgent are changing their charging model and how its changing their business.
22:52 Zoe talks about the new Behaviours of Real Estate Agents report that looks at the data behind how agents convert the most leads.
24:48 Zoe gives her predictions about where the real estate industry will be in five years time.
26:50 Zoe predicts that the technology is going to allow agents to double or triple the volume of transactions you can do in 5 years.
29:48 Zoe runs through the volume of leads they see through their system, and how they qualify them. You’ll be impressed with these numbers.
32:15 Zoe gives some advice on how to get the most out of your lead generation partner.
34:37 The future for OpenAgent including some exciting developments on their roadmap to watch out for.