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Active Pipe [SMART 100, 2018]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

The Digital Groups business evolved from the areas of general email marketing, eCommerce, affiliate and general digital marketing to the specific field of email marketing. More specifically, marketing automation and the development of a proof-of-concept automated marketing platform for real estate.

2. WHAT & HOW

The purpose of this innovation is to…

…prior to ActivePipe there was no existing automated email marketing solution available specifically for the real estate industry.

ActivePipe has revolutionised the sales process for realtors and finance brokers.

It does this by…

…providing a unique functionality, automatically processing a rich flow of property interaction data, CRM buyer and seller profile data, with proven intention prediction analysis and incorporation of dynamic and live property feeds in email automated communications targeting buyers and sellers when they are algorithmically determined to be in the “hot Zone” of their buying or selling lifecycle.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

Research by TDG revealed that no email marketing automation and data discovery platform existed for the real estate industry.

Competitors such as iRealty(AU) and BriefYourMarket(UK) comprise no more than basic real estate email newsletter delivery products and do not provide a marketing automation solution nor integration into real estate CRM platforms. No equivalent solution to Activepipe existed.

Its various benefits to the customer/end-user include

  • Customer Benefits
  • Quality communications with buyers/sellers
  • Marketing automation time&cost savings for their operation
  • Automated cleansing of data
  • Automated communication of results to customers
  • Increased enquiry on properties
  • Increased attendance at OFIs
  • More buyer
  • More sellers
  • More loan introductions
  • Increased revenue

4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Prior to ActivePipe the problem of email marketing automation and data discovery specifically designed for real estate agents was unsolved.

The industry relied mainly on un-targeted property newsletters and time consuming ad hoc phone calls in the hope of getting lucky and finding a hot buyer or seller. They had no data analysis or marketing automation tool like ActivePipe.

Global discovery across enterprise email platforms (Salesforce, Exact Target, Pardot, Marketo) revealed no real estate marketing automation platform as a plug-in solution.

Generic platforms (MailChimp, ConstantContact, CampaignMonitor, ExactTarget …) had email marketing but limited automation capabilities. No comparable product existed.

 

5. TARGET MARKET

It is made for…

At least 20% of the Aus, NZ, UK and USA markets. As each realtor or finance broker customer typically has hundreds to many thousands of contacts in their CRM databases, the end target of audience is in multiple tens of millions.

The respective market pools are:

  • Australia: 20,000 real estate agents; 16,000 mortgage/finance brokers
  • NZ: 4,100 real estate agents; 1,600 mortgage/finance brokers
  • UK: 55,000 real estate agents; 12,000 mortgage brokers
  • USA: 2,000,000 real estate licencees working in 86,000 brokerages; 910,000
  • Licensed and registered Mortgage Loan Originators within 39,000 mortgage broker & mortgage lender businesses.

It is available for sale through…

ActivePipe is sold on a subscription basis and invoiced monthly, costed on the number of users and the version of the platform purchased.

Direct Debit and recurring payment by credit card facilities are currently being deployed.

Our marketing strategy is to…

Pull customers down the path to purchase via highly targeted Facebook, Digital media and Direct Marketing campaigns that are specifically tailored to our various audience personas. Re-marketing campaigns increase conversation (Facebook + Google Adwords), while PR, Content marketing and social proof campaigns drive retention and brand awareness across our key operating geographies.

 

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

Maven Judge Vote: ActivePipe – Smart 100 2018
(Please note – The form below is for judging purposes only and is restricted to the public)

 

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