Market measurement
$1.66 billion
About Housing.com
A number one platform within the $1.66 billion Indian proptech market, Housing.com connects homebuyers and renters with builders and brokers in 28 main cities and 1000’s of cities throughout India. Now a part of the REA Group, the corporate gives a full vary of actual property companies, from customized search and market intelligence to house loans and post-transaction assist.
Its cell app ranks No. 1 in downloads amongst Indian actual property platforms and is central to how the corporate grows and serves clients.
Problem: Discovering worth past acquisition
Housing.com’s app generates between 60% and 70% of its leads, and with higher retention, stickiness, and conversion charges than net, it turned the pure focus for development funding. The crew went all in on app consumer acquisition, scaling paid campaigns aggressively to drive installs.
However the outcomes didn’t add up. It noticed paid installs climbing, but total installs stayed flat. Paid was consuming into natural quite than including to it. An evaluation of the broader actual property search market revealed that the pool of recent app customers had saturated. Housing.com was producing 2.5x extra periods than its closest competitor, however the market merely didn’t have many new customers left to accumulate.
To continue to grow, Housing.com wanted to seek out the place incremental alternative truly existed throughout its total ecosystem.
Resolution
Housing.com started utilizing Department in 2022 to get the info it wanted to grasp consumer habits. The crew feeds that knowledge into customized Tableau dashboards that monitor installs, periods, and conversions throughout the funnel.
Following the info with deep hyperlinks
Housing.com makes use of Department deep hyperlinks throughout all consumer entry factors, together with electronic mail campaigns, SMS, web-to-app banners, in-app cross promotions, paid adverts, QR codes, and push notifications.
Department’s cell net banner prompts Housing.com guests to proceed their property search within the app, utilizing a deep hyperlink that carries context from the online session straight into the app expertise.
When a consumer shares a list, Department generates a deep hyperlink that preserves the total property context, worth, location, and vendor particulars, so recipients land on the precise itemizing, even when they’ve to put in the app first.
By attributing paid and natural channels by a single system, the crew will get an correct view of what’s truly driving installs, periods, and leads, together with how paid and natural work together with one another.
Capturing elusive incrementality
Department’s user-level knowledge gave Housing.com the flexibility to feed Department knowledge into its personal Tableau dashboards, so the crew may calculate the true price of incremental installs. That evaluation modified the corporate’s technique: Whereas the app consumer acquisition market had saturated, net nonetheless provided room to develop. Housing.com reallocated spend accordingly, not as a retreat from cell however as a data-driven determination about the place development was nonetheless obtainable.
The crew additionally makes use of Department retention knowledge for annual price range planning. Based mostly on consumer retention knowledge throughout its total ecosystem, the crew plans the annual and month-to-month spends. All year long, the corporate makes use of Department to trace the efficiencies of the deliberate spends and regulate allocation for the next 12 months.
Housing.com doesn’t need to solely monitor efficiencies; it desires to enhance them. After optimizing the highest and backside of the advertising funnel, the corporate recognized the occasions between set up and lead submission most correlated with high-value, retained customers, then optimized campaigns round these customized occasions to accumulate better-quality clients at a decrease price.
Granular SKAN reporting for iOS development
Traditionally, Android has been the first cell platform in India. However as that adjustments, and as Housing.com expands globally, analyzing iOS efficiency at a granular stage is more and more necessary.
One impediment to that granularity is Apple’s privateness framework, together with App Monitoring Transparency (ATT) and SKAdNetwork (SKAN). Apple has eradicated consumer‑stage attribution by blocking the identifier for advertisers (IDFA) until customers choose in. It gives solely delayed, aggregated postbacks.
Housing.com fills these gaps with Department Predictive Mixture Measurement (PAM) alongside SKAN reporting. PAM applies predictive modeling to combination knowledge for opted-out customers, giving Housing.com visibility into campaigns it might in any other case lose. On the SKAN facet, Department centralizes postbacks, deduplicates them towards non-SKAN knowledge, and presents every thing in a single, aggregated dashboard. Collectively, these strategies give Housing.com a clearer view of iOS marketing campaign efficiency with out counting on device-level identifiers.
Outcomes: Smarter spending, higher outcomes
Department gave Housing.com the info readability to optimize spend, enhance effectivity, and drive higher-quality development. By shifting focus from vainness metrics to alerts that really predicted enterprise outcomes, the crew delivered 30% year-over-year lead development throughout the platform.
The place the crew as soon as measured success in installs, it now tracks the mid-funnel occasions and retention alerts that translate to actual enterprise outcomes and makes use of Department knowledge to match lifetime worth (LTV) throughout app and net customers to tell the place it invests subsequent.
“Nobody provides you a pat on the again for growing click-through charges or app downloads. It’s about translating the analytics into actual enterprise outcomes, and that’s the place Department is available in. Department helped us perceive the place we had been hitting a ceiling on development, so we may deploy our price range the place it truly moved the needle.”
Rahul Mishra
Head of Efficiency & CRM, Housing.com
