RESEARCH DEEP DIVE
Nailing the right content messaging through research
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Research
Overview
We talked to realtors as well as homeowners and learned that two scenarios exist for off-market homes; premium & discount. In the premium situation a home buyer can not find a home with the specifications they are looking for in the open market so they offer a premium above market prices for that unique property. In the discount situation a homeseller is looking for immediate liquidity and would consider selling their home even below market prices for immediate cash. This and other information we collected informed the content that DropOffer included on postcards it sent to homesellers on behalf of potential buyers.
Challenges
The biggest challenge facing the facilitation of off-market transactions turned out to be trust. Homesellers were suspicious that the offers on these postcards could be scams. We began testing various designs with different users to assess which factors contributed to user confidence that the offers are real as well as increased the probability that a homeowner would take action to respond. Through testing we were able to find a design that homesellers reported they would respond to 75% of the time (in contrast to other designs that averaged at 25%) and were able to raise confidence in the legitimacy of the offer by 14% over the base case.
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