At Propacity, we recognized the need to empower real estate businesses with powerful insights that would drive their success. Our goal was to create a comprehensive analytics platform that would offer a bird's eye view of their operations, helping them make informed decisions. This is the story of how we built Analytics at Propacity, overcoming challenges and refining our approach to meet customer demands.
Initial Research & Discovery
Our journey began with a thorough analysis of the real estate sales pipeline. We delved into understanding the key data points that real estate businesses would value and appreciate. We aimed to provide insights that would enable organizations to prioritize products based on customer requirements and emerging trends.
Lead Requirement Analysis
User Trend Analytics brings your customer data to life by turning your data and metrics into visual charts. You can view user trends over a set period to understand market requirements and cater to the same effectively by acquiring the right products and targeting the right audience
We recognized the significance of user trend analytics in transforming data into visual charts. By understanding user trends over time, businesses could effectively acquire the right products and target the right audience. Our analytics would showcase user trends across various dimensions such as geography, budget, possession, configuration, and more.
Lead Analysis
Performance Analysis
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See the number of leads that were generated/Created, archived, and converted into Bookings over time
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Track the Sources of Lead generation to understand your marketing campaigns
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Devise strategies and run marketing campaigns that result in greater engagement and drive conversions.
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Track your Lead conversions by Source, Intent, duration, etc.
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Track your Archived/Dead leads and their Reasons to understand where you are going wrong
Pipeline Analysis
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Visualize your entire Lead Cycle and break it down into Visual charts and actionable insights
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Gain a bird’s eye view of the Leads in your pipeline
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Get a funnel view into your sales pipeline by quickly looking at the number of Leads in each stage.
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Determine your success rate and performance with Sales Forecast reports.
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Track sales activities that lead to winning deals
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Gain a holistic view of Each lead and its lifecycle through lead stages, intent, etc.
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Conversion Analysis
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Recognize Sales bottlenecks by tracking the conversion of your leads, such as:
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Lead to Booking Conversion
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SiteVisit to Booking Conversion
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Intent to Booking Conversion
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Intent to SiteVisit Conversion
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Sales Team Performance
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See which Sales Executive brings the most revenue, how many opportunities your salespeople win or lose, and why
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Measure the performance of your sales team with factors such as their outreach performance, the number of Site Visits conducted, the number of Bookings made, etc.
Iterative Evolution: From Graphics to Data-Rich Tables
While our initial design was graphically intensive, customer feedback prompted us to pivot towards a data-rich approach. We realized that customers desired more in-depth data representation. This transition allowed us to present a plethora of data to our clients, meeting their hunger for insights.
After extensive deliberation and a thorough comprehension of our customer's preferences, we undertook a series of iterations on the analytics page. This led us to transition towards a more tabular format enriched with comprehensive data. This strategic shift has afforded us the chance to effectively showcase a significantly larger volume of data to our valued customers.
Initially, our strategy entailed the creation of an elaborate and deeply comprehensive analytics framework. However, a shift in our approach led us to streamline and condense the content into a singular summary page, encompassing a comprehensive overview of all analytics for our customers. This judicious adjustment allowed us to successfully balance and align our business objectives with the essential needs and expectations of our valued customers.
Navigating Data Complexity
Navigating data complexity was a significant challenge. With ever-evolving data points, we had to anticipate future changes while designing the platform. Collaborating closely with the backend team, we formulated formulas for data points and established mechanisms for data retrieval and manipulation.
To address customer requirements for customization, we implemented dynamic filters to accommodate varied data filtering needs. This collaboration also facilitated the creation and implementation of interactive graphs using Three.js, enhancing the user experience.
Email Reporting
Our journey culminated in a final touch – the introduction of an email reporting system. This system allowed customers to set email frequency preferences, receiving data summaries tailored to their needs. This seamless integration of analytics and reporting empowered businesses with timely insights.
Final Summary page
My Key Takeaways
The journey of building Analytics at Propacity taught me invaluable lessons:
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Analytics Beyond Graphs: Analytics is not just about graphs; it's about presenting actionable insights derived from the right data.
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Customer-Centric Design: Collaborating directly with customers, understanding their needs, and aligning our design accordingly led to a more impactful solution.
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Holistic Collaboration: Working closely with the backend team enhanced our understanding of data manipulation, storage, and retrieval, resulting in a more robust platform.
