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.
Content marketing strategist, researcher, journalist and presenter specialising in the real estate industry. I'm passionate about proptech, digital disruption and all things property, big data, leadership and entrepreneurial ideas, have an MBA and specialise in social and digital media content creation and automation.