Using Evocalize’s expertise and developer tools, Realtor.com® unlocked real-time behavioral insights from site searches and activity to extend the experience of connecting buyers and sellers with local agents to Facebook and Google.
The challenge
Each month Realtor.com attracts millions of home buyers and sellers with the web’s largest inventory of homes for sale and a rich suite of search features. As site visitors search, sort, organize, and favorite listings to find their dream home, Realtor.com collects millions of insights that show real-time buyer and seller intent.
Realtor.com already used these intent signals to allow their users to reach in-market buyers and sellers on their website. However, recognizing that home buyers and sellers spent the majority of their time online on Facebook, Instagram, and Google, they began looking for ways to unlock their valuable intent signals in these and other non-endemic channels as well.
**Industry
**Real Estate
**100+ million
**Real estate listings
**47,000
**Local markets targeted
Four challenges to bring an innovative new solution to market
Realtor.com’s product team had four main challenges to overcome:
- Scale. Unlock the behavioral insights generated from site searches and other activity, and build an infrastructure to scalably extend to more than 40,000 local markets across Facebook, Instagram, and Google.
- Freshness. The data that powers the program changes often, so programs needed to stay constantly updated across channels — and support testing and iteration at massive scale as best practices evolved.
- Creative quality. Give home shoppers a world-class experience with dynamic ad creative using video, 3D animation, images, and messaging that resonated with them.
- Reliability. Ensure consistency in operation and delivery with advanced monitoring, error reporting, and retries at scale.
The solution
Working closely with both Facebook and Realtor.com, Evocalize assembled the technical requirements needed to build and launch the product on top of the Evocalize Platform. With the timeline and roadmap in place, Evocalize and Realtor.com worked together to instrument and structure Realtor.com’s behavioral insights into structured data for ingestion into the Evocalize platform. Then, Evocalize used their proprietary developer tools to link the activation of customized ad programs to Realtor.com’s order and fulfillment processes.
1,000,000+
leads generated
400%
increase in ROI
The results
Local agents, brokers, and teams now have a way to market themselves and their listings to high-intent home shoppers in minutes.
Evocalize offers best-in-class technology that has allowed us to quickly scale our solutions to meet our customers’ robust marketing needs.
Highlights
Exclusive Audiences
To help agents and brokers compete in their local markets, Realtor.com®’s behavioral data is used to target home buyers in real-time. Additionally, look-a-like audiences are used to extend the program’s reach to people similar to high-intent site searchers, helping local agents, teams, and brokerages find the right buyers and sellers earlier in the process.
Program Monitoring
To ensure every program runs successfully, Evocalize’s customer success team actively monitors the activation and fulfillment of thousands of programs. This service includes monitoring programs to ensure budget spending is pacing, any Facebook transient errors are automatically handled, ads are approved, and any technical issues are dealt with in a timely manner.
Best Practice Ad Creative
With over 20 years of industry knowledge, Realtor.com® has a keen understanding of what industry professionals need to grow their businesses. Evocalize translated their industry knowledge into multiple unique best practice programs (Blueprints), including:
- A listing walk-through video ad, dynamically generated in real time using video that pulls in the listing description, photos, animated 3D graphics, and the listing agent’s branding — along with the brokerage data needed to ensure legal compliance.
- Auto-rotation of ads for agents and brokers with multiple listings, automatically showcasing for-sale and sold properties in a carousel ad unit to demonstrate expertise, success, and credibility in the local market.