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How Redfin Uses Big Data
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How Redfin Uses Big Data

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  • 1. Action Conversion liftView marketing materials 106%X-out a property 74%View silo of agent profiles 65%Run a search 60%Browse multiple agents promoted near a listing 54%View individual agent’s profile 53%View home buying guide 51%View directory of lenders, inspectors 51%View a townhouse listing 51%Favorite a property 48%Save a search 35%
  • 2. 2 days49 days Total of 88 days 0-1 days 36 days
  • 3. Old language: “Send meRedfin’s monthlynewsletter. Spam you? Noway!”New language: “Pleasesend me local real estatenews, advice andanalysis.”
  • 4. ● ► ► ► ►● ► ► ►
  • 5. ••0.5%: Unsubscribe rate• • • •••Effect lasted one month
  • 6. •• 0.32%: Unsubscribe rate• • • •••
  • 7. Audience• Had an expired listing in the past year• Clicked on home-price tool• Had a failed listing with us in the past yearResults• 45% average open rate• 0.5% unsubscribe rate• Driven 4% of listing consults
  • 8. Sara Masey requested a featured listing emailpromotion.We only emailed those who:• Searching in the area, price range• Opted-in for email communicationsResults:• 50% average open rate• 40% average click-to-open• 0% unsubscribe• Subject lines with addresses perform best
  • 9. Sent to home-price tool users• 14% unique open rate• 7% click-to-open• 0.8% unsubscribe• Subject Line: Sell Faster for More Money
  • 10. • 17% unique open rate• 7% average click-to-open• 0.4% unsubscribe• Subject line: Redfin Agents Fight For You, Not the Sale
  • 11. ● ► ►●●●

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