Generating more leads from Immoscoop to KBC
Immoscoop, partly owned by KBC, is one of Belgium's leading real estate platforms. BUFFL was tasked with exploring the user needs throughout the customer journey in order to identify business opportunities that could benefit both parties.
Business challenge
As buying a property strictly correlates with financing, one of the business questions was how to leverage the partnership with KBC to increase lead generation. During a 7 week period, BUFFL helped to better understand the user's needs. We identified the best possible way to get users to create a loan profile. And validated the key messaging to optimize conversion. A textbook approach to reducing risk in lead generation and getting it right the first time.
How we made the difference
Immoscoop came to us with a few assumptions gathered through in-depth interviews and the business ambition to leverage these assumptions for lead generation. Rather than jumping in halfheartedly, they were looking for a more validated, scientific approach to ensure they were heading in the right direction. BUFFL designed a research approach starting with a zero-measurement study to identify the biggest growth opportunities, followed by iterations diving deeper into the problem, solution, and adoption phases of the customer journey.
In just 7 weeks, we learned that people in the market for a new property have different financial needs throughout their journey — from defining their maximum budget to understanding potential renovation costs. This insight confirmed the importance of integrating relevant financial information earlier in the process. We also explored how existing tools and content could be optimized, and how people would feel comfortable sharing their financial profile when searching for a new home.
“With the help of BUFFL, we now have a much clearer view of user needs throughout the customer journey — and the business potential they unlock for lead generation. Most importantly, we followed an iterative approach, allowing us to speed up learning and validate our proposition before launching it to the market.” - Tom Lahau, Immoscoop
How we added value
With a research approach that supports actionable decisions and data that speaks for itself.
- 44% of recent or in-market buyers indicate they do not have a clear image of the costs and financing.
- 65,5% of recent or in-market buyers find it ‘very important’ to know their max budget before visiting a property.
Insights:
- There are still quite a few pain points in the customer journey with business potential.
- Financial insecurities play-out early in the customer journey.
- Knowing your ‘max budget’ is highly important to most people.
- The link with KBC adds credibility and the willingness to share financial information.
- Current Immoscoop simulators and content can be improved.
Decisions
- Strategic positioning: the link with KBC will be more prominently highlighted, showcasing the high-quality standards both parties are known for.
- Development roadmap: feature definition and change requests for current simulator.
- CX: UX/UI improvements identified.
- Marketing: updated key messaging throughout the customer journey.
- Communication: updated in call-to-actions.
