Double the share of homes listed at the right price, by letting sellers test the market.
Zefir connects home sellers with real-estate agents. To help sellers accept the price we recommend, we turned their first 15 days on the market into a test, with their numbers explained. I designed the Wrapped-style story sellers get on day 15, the CRM sequence and training content for agents.
The test
- Sales callPitched as a test
- Day 0Test is launched
- Day 0 → 15Zefir collects data
- Day 15Wrapped + agent call
The problem
A home was at the right price when it was listed within 3% of our in-house pricing algorithm. Only 25% of our homes were, which held back the share of homes we sold. Sellers’ expectations were too high from the first sales call, nothing explained the price we recommended on day 15, and agents, short on training and numbers, didn’t dare push sellers to lower theirs.
The bet
“Let sellers test the market for two weeks, then look at the numbers with them before talking about price.”
- Set expectationsSales calls present the first 15 days as a test. Ops score each pitch.
- Show the numbersOn day 15, sellers get a Wrapped that teaches them to read their numbers.
- Prepare agentsAgents are trained in their app and reminded to call on day 15.
What I did
- Framed the “Test the market” bet with success metrics, and aligned ops and the sales teams.
- Prototyped the Wrapped sellers get on day 15 in code.
- Designed the CRM sequence from the sales call to the end of the test.
- Designed a training feature for agents to prepare their call.
Starting the test
We make it clear that a test has started, and the dashboard shows data still coming in. That pending state manages expectations until day 15.
est lancé !
Votre annonce est en ligne. Pendant 15 jours, nous mesurons comment les acheteurs réagissent à votre bien et à son prix.
Suivre mon testVos chiffres sont à jour dans votre tableau de bord vendeur
Explaining the numbers
The Wrapped teaches sellers to read their numbers and potential visits, shows the work Zefir did and makes the case for the algorithm’s price. The agent’s call then backs it up.
ZiaDécouvrons les résultats et ma recommandation de prix.
Zia
+ de 30
ZiaLa raison est simple : les acheteurs filtrent avec un budget maximum. Si votre prix est au-dessus de leur budget, votre annonce n’apparait pas dans leurs résultats.
ZiaZiaZiaExcerpt, some screens left out
Zia+ de 30ZiaLa raison est simple : les acheteurs filtrent avec un budget maximum. Si votre prix est au-dessus de leur budget, votre annonce n’apparait pas dans leurs résultats.
ZiaZia
Challenges
- Even the starting price was a testSellers had to understand that before listing. I repeated it across several touchpoints: the sales pitch, the CRM and the app.
- Three roles had to share one ideaSales, agents and sellers each saw the test from their side. I had to bring all three to the same understanding of it.
- Accidental price changesIn the flow, I pre-selected our algorithm’s price and some sellers confirmed it by mistake. I called 10 of them to apologize and fixed the design the same morning.
Where it landed
- Homes listed at the right price25% → 50%
- Seller satisfaction at day 30 (CSAT, out of 10)7 → 8
- Share of homes sold+ 5pts
What’s next?
Working on something similar? Let’s talk.
Trouvez votre futur chez-vous.
Découvrez nos biens exclusifs et ceux de nos partenaires, partout en France.
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J’ai trouvé 12 appartements à Caen et environs qui correspondent. Tous font 3 pièces, sont sous 350 000 € et à moins de 10 min d’un arrêt de tram. J’ai mis en premier ceux où les photos montrent le plus de lumière.
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