Buying or selling your home is often a cumbersome process with unexpected fees and commission payouts. Reali is a real estate technology company that simplifies the process and puts money back in your pocket via a cash back rebate. Reali’s agents work on salary, so sellers only pay a flat fee rather than the industry’s typical 3% commission.
Reali eliminates the agent’s commission, which saves money for sellers and buyers alike. However, the amount saved varies according to housing prices, meaning not everyone would get back the same amount. This regional variability created the time consuming process of having to weed out the unqualified leads who came to Reali with mismatched expectations. We needed to manage expectations and increase qualified leads. How could we use behavioral science to show tangible benefits without committing to an unrealistic number?
We helped people visualize what they could actually do with the money saved. These so-called hedonic and relevant reframes spoke to home buyers and sellers across all markets. Of our reframes, “Remodel your kitchen” and “Pay off your mortgage 3 years early” performed the strongest amongst our target audience. These frames were relevant to where they were on their journey, and accessible regardless of market.
Of our reframes, “Remodel your kitchen” and “Pay off your mortgage 3 years early” performed the strongest amongst our target audience.
As such, we increased qualified leads by 43%, and decreased the cost per lead.