Platform for generating potential real estate clients CINC used A complete story reduce leakage and increase conversions through its mobile app.

CINC, part of Fidelity National Financial, offers real estate professionals apps to connect with clients. The company saw DigitalStory’s digital intelligence as part of an ongoing effort to track issues more effectively, said Josh Lowe, CINC’s product manager. “We want to see what are the sore points for our customers, our customers, and make smart decisions about how to fix them and grow better for the future,” he said.

CINC applications include one for finding homes for customers, an application for capturing traffic from visitors to open houses and an application for managing customer relationships. Such resources can help support the real estate business in difficult times. “Real estate agents are under attack in our area,” said Jamie Quenzer, vice president of marketing and sales at CINC. She says her company works with agents using technology that can help agents grow further and maintain their revenue.

When CINC launched, says Heriberto “Eddie” Rodriguez, product director, the company had a small group working for its first line of support and service. “When your customer base starts to build, it’s very, very impactful when you can see and fix problems in real time,” he says.

Using FullStory offers the ability to see issues as you discuss them with users, Rodriguez said. This kind of responsiveness can lead to stickiness, he says, which can be vital to customer retention. “A lot of companies do what we do,” he says. “There are a lot of real estate technology companies.”

The insight provided by FullStory, Rodriguez says, also goes beyond what CINC received from Google Analytics. “You can’t figure out what your users are doing by simply looking at pageviews, unique events, and dropouts.”

Today, CINC uses FullStory as part of its mission to drive return on investment for its customers, said Jeff Walker, vice president of product at CINC. He monitors product strategy and the process teams they use to capture performance and understand product performance. “We’ve been entrusted with the cost of digital advertising by our customers,” says Walker. Such costs are expected to become sales opportunities for real estate brokers.

Focused on transformation

“We are extremely focused on transformation,” he said. “We are very focused on stimulating the highest conversion from visitor to meeting.” the ability to concentrate on the behavior to see what might have triggered the response, whether it might be a usability problem or a misunderstanding of a page feature. “You can see where they’re starting to have problems, and that points us to what we need to do to fix it,” he said.

CINC is also using FullStory as part of its A / B testing, Walker said.

The company is using FullStory in terms of support before expanding its use, Lowe said, to revisit CINC products, including the user and agency side of those experiences. “We needed analysis for all of them,” he said. Incorporating FullStory into the testing equation is a key development, Lowe said. “In the past, we didn’t have the tools and insights to test really different things and see what was the right thing to do.”

He says using FullStory has helped CINC increase some conversion rates by 10% or even 20%. FullStory also offers application-specific metrics that Lowe says he can’t get directly from Apple or Google. “Now I can see the full picture of what is happening.”

As CINC launches new products and adds new features to its site, Walker says some performance is expected. FullStory is part of monitoring consumer behavior with these new products, giving CINC the ability to see if users are deviating from the intended activity, make adjustments, and then restart it. “Without FullStory, we wouldn’t know the whole story of what’s happening on the site,” he said. “We would just see the data and it would be more shooting in the dark.”

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https://www.informationweek.com/fintech/how-cinc-cut-down-churn-on-its-apps-for-real-estate-agents

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