Sales Funnel
Building an efficient and convincing conversion funnel
At Properly, we leveraged both marketing-led and product-led growth to acquire, activate, convert, retain, and monetize our user base:
Marketing-led growth: Our marketing team was responsible for generating sign-ups/leads to fill the top of the funnel, as well as further nurturing and qualifying leads. The team engaged leads with marketing channels such as websites, emails, webinars, and social media ads.
Product-led growth: Our products (Home Search and Home Valuation) were used as the primary levers for produce engagement and lead nurturing. Retention was the key success factor for generating leads through our products.
I led design for our marketing funnel with the goals of educating customers about our core value proposition, then quickly and efficiently directing customers to book a call with our sales team.
The primary design challenge was removing steps and friction in the flow, while guiding users to take the next step. An overarching principle was to provide trust so that customers chose Properly over other real estate brokerages.
Mapping the funnel
With respect to our marketing-led funnel, the primary customer touchpoint was our public website, landing pages, and the customer contact form.
Public website
Our homepage hero used a tab structure to give customers entry-points via marketing or product.
A clear call-to-action button directed customers into our contact form. Right below the hero, our goal was to educate customers about the Properly key value proposition: buy first, move in, then sell your old home.
How it works video
We experimented with video and quickly learned that customers that viewed our How it Works video had higher conversion into our funnel. This section was inserted right below the Sale Assurance section above.
Properly agents
Through customer interviews and user testing, we detected confusion about whether Properly is a “do-it-yourself” service, or is powered by agents. This insight led us to create a section on the homepage explaining who are agents are and how they can help.
Testimonials
One of our most important trust-building sections provided website visitors with customer testimonials, Google reviews, and press coverage. We updated our Google reviews every few months to keep the content fresh and relevant.
Getting started
Once a customer entered our marketing conversion funnel, we wanted to understand that type of transaction they were interested in.
Each path then asked more qualifying questions or led the customer into a different conversion flow.
Current home address
If a customer was interested in a home sale, we had to first capture their current home address. Understanding their current home allowed us to start the process of providing customers with a home valuation.
Verify home address
This step in the funnel was necessary in order to verify that the customer address was correct.
Contact form
Asking customers for a phone number created general apprehension and anxiety about being spammed via phone or email. This was a general fear in real estate sales that we discovered via customer interviews.
We countered this fear by experimenting with trust-building education via customer reviews and our track record as a company.
Schedule call
The next step was to schedule a call with our sales team. We used Calendly to power this interaction.
Call confirmation and attribution
The last step in the contact flow was to give confirmation of their upcoming sales call, and to understand how they heard about Properly.