Real Estate Agents Ranking: Product Optimization
As part of Madlan’s annual "Real Estate Agent Ranking," I led research to uncover opportunities for increasing revenue and improving client satisfaction. By integrating insights from user research and product analytics, we optimized existing features and developed new paid products, contributing to a 2.25x increase in annual revenue.
My Role
Research
Product Management
Duration
~3.5 months
Methods
In-Depth Interviews
Funnel Analysis
Session Replay Analysis
Mockup Reviews
Context
Madlan’s Real Estate Agent Ranking is an annual initiative that recognize top-performing real estate agents based on objective performance data. The top agents are featured in a dedicated section on Madlan’s website, helping potential clients discover and contact them. ​ Winners also have the option to purchase promotion packages that increase their visibility across the site and showcase their achievement more prominently.
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After the initial launch, the project was considered a business success and became a key revenue stream. However, as the second annual release approached, mixed feedback from agents raised concerns about the long-term appeal of the paid products. In response, the business aimed to improve agent satisfaction and identify new revenue opportunities.
Business and Product Goals
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Increase agent satisfaction from the current offering to encourage repeat purchases
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Identify new opportunities for monetization
Research Process
1
Discovery Research
2
Research-Driven Solutions Development
3
Follow-up Research and Pre-Release Refinements
4
Post-Release Analysis and Feedback
Impact
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Revenue Growth: 125% increase in Annual Recurring Revenue (ARR).
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Enhanced Engagement: 18% increase in click-through rates (CTR) to agent pages.
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Lead Quality Improvement: Agents reported better lead quality, addressing past concerns and increasing overall satisfaction.
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Optimized Customer Success Flow: Insights from interviews informed improvements to the Customer Success process, including the introduction of a new tool to streamline data updates on agent pages.