Defining the Leads Distribution Strategy for 2025 for AVIV Groud

The Client: AVIV Group

AVIV Group is one of the world’s largest digital real estate tech companies, headquartered in Berlin, Germany.

The company operates a portfolio of digital real estate marketplaces and brands across Europe, providing a wide range of services to help connect buyers and sellers and make the process of buying, selling, and renting properties as easy as possible. The brands constituting AVIV Group’s family are Meilleurs Agents, Group Seloger, Immoweb, Immowelt, and Housell.

In addition to its core operations, AVIV is also a leading investor in innovative real estate tech companies such as 🇬🇧 PurpleBricks, 🇩🇪 Homeday, 🇺🇸 Zumper, and 🇺🇸 Parcel.

The company’s ambition is to become the leading employer in prop-tech in Europe, shaping the industry's future through new business models by providing funding, resources, and expertise to these companies.

‍

The Mission: Interim Senior Product Manager

The mission originated from the need to cover for a Product Manager's maternity leave, ensuring continuity in critical initiatives related to lead distribution.

The goal was to create a strategy for distributing Seeker leads across multiple channels, optimizing the allocation of leads to agencies, and enhancing customer satisfaction with the lead distribution process.

A finalized distribution strategy had to be prepared and presented to the Chief Product Officer by the end of Q4 2024.
‍

Our Main Quest: Building a Unified and Scalable Seeker Lead Distribution Framework

Launch: Onboarded Very Fast

We onboarded fast and got up to speed on the problem very quickly. We started an internal discovery sprint, which includes the following key activities:

• Defined a hypothesis based on the analysis to guide further exploration.

• Gathered insights to understand the problems they aim to solve before jumping into a solution.

• Identified customer pain points and challenges to better inform our approach.

• Synthesized findings from previous steps to map potential opportunities for impactful solutions.

From those activities, we went into customer interviews to understand their problems, followed by opportunity mapping.

First Deliverables and Results

1. Scoped out requirements.
2. Presented to dependency teams and got buy-in and active support on the next steps.

‍

Discovery of the Market State and Current Users

Problem:

• We found that we’re lacking clear visibility into how our product capabilities compare to the competitors who might be capturing market share or introducing innovative features that could potentially take our current competitive advantage.
• Additionally, the internal user satisfaction data showed unmet needs from the current customers that we don’t understand well enough.

What has been done:

• Conducted research on six major competitors, such as Zillow and ImmoScout24, to identify market trends and opportunities and presented it as a SWOT analysis.
• Analyzed and supported user research across 15+ vendors to gather deeper insights into the current state and to discover unmet needs.

‍

Discovery of the Technical Situation

Problem:

• We’ve discovered different problems in our lead distribution ecosystem such as email communication barriers that potentially prevent effective lead engagement and vendor performance (i.e., bounce rates).
• Also, API distribution inefficiencies may be hindering our ability to effectively manage and route leads across different vendors

What has been done:

• Analysis of 117,575 different Vendor Agents through period of the 01.06.2024 - 25.09.2024., we’ve found that 4.1% of them Bounced an email at least 1 time.
• Deep dive into the API usage of 11 different clients in DataDog through the period of 26.07.2024. - 26.08.2024., showed that 72.72% don’t follow at least 1 of the 2 quality guidelines.

‍

Proposal for Harmonized White Label (WL) Template

Problem:

• After talking with technical leaders, we’ve discovered 28 Email Templates used across different markets which cause different business and technical inefficiencies (e.g., high costs of supporting custom parsers for CRM integration).

What has been done:

• Defined a TO-BE state that includes a standardized Seeker Leads Pipeline with the JSON proposal of harmonized email templates for vendors, and a shift toward API-centric lead distribution to meet the needs of medium and larger vendors.

‍

Execution and Migration Plan Definition for 2025

Problem:

• Legacy systems and templates are outdated, costly to maintain, and not scalable to modern needs. Migration to new systems is complex and resource-intensive.

What has been done:

• Designed an execution and migration plan to roll out harmonized email templates and WL Lead API in different markets.

‍

Mission Achievements: Delivered Outcomes

💡 Competitor Benchmarking and User Research: Conducted in-depth research on 6 major competitors, such as Zillow and ImmoScout24, to identify market trends and opportunities. Gathered insights from 15+ vendors about their current state and unmet needs.

💡 Comprehensive Current-State Analysis: Mapped the existing lead distribution processes, including the reliance on 27 email templates across different markets. Identified inefficiencies, such as high costs of supporting custom parsers for CRM integration and larger vendor dissatisfaction with email-based lead distribution

💡 Defined Future-State Vision: Outlined a high-level vision for the future lead distribution pipeline, which includes harmonized email templates, an API-first approach for larger vendors, and a phased migration plan. This vision addressed both short-term fixes and long-term scalability goals.

💡 Secure C-Level Buy-In and Smooth Project Handover: Successfully gained C-level alignment on the proposed strategy. Ensured a seamless handover of the project with clear documentation and next steps, enabling the team to continue execution with confidence.