Trade Me Property

Agents can sign a contract in the morning and essentially start using the product online straight away rather than waiting days like they did previously. That wouldn’t be possible without Salesforce.”

Damian Medhurst | Head of Product, Delivery and CX at Trade Me Property
 
 

Trade Me Property unlocks new value from Salesforce

One of New Zealand’s most trusted brands, Trade Me is the place Kiwis go to buy and sell things online. This includes new and used goods like electronics as well as big ticket items like real estate which can be found on the company’s industry leading website: Trade Me Property. 

Trade Me Property is the leading destination for property buyers, sellers and real estate agents, and the business provides them with the very best experience. For agents, this includes streamlined contracts, faster listings and product fulfillment, and personal support enabled by Salesforce.  

“Agents can sign a contract in the morning and essentially start using the product online straight away rather than waiting days like they did previously. That wouldn’t be possible without Salesforce,” said Damian Medhurst, Head of Product, Delivery and CX at Trade Me Property.

Streamlined sales process enables real-time fulfillment

Like the rest of the business, Trade Me Property had been bought and sold by Fairfax in the six years leading up to 2012. It was during this time that Trade Me Property began using Salesforce. However, it was never fully adopted and the need for more scalable processes led the business to try again.

Trade Me has been a customer of Salesforce for some time, but the need for faster and more scalable processes led the business to revitalise its use of the platform over the last year and a half and fully leverage the benefits.

Medhurst took ownership of Salesforce within Trade Me Property and led the transformation — after successfully completing similar implementations in Australia.

“Growth was accelerating and we didn’t want internal processes like contracts to become a bottleneck and impact on customers,” said Medhurst. “So we used Salesforce to start cleaning up those processes, removing paper and manual handling.”

The team turned things around in a year and completely streamlined workflow from lead to product fulfillment. Sales Cloud is now used daily to push opportunities through the sales cycle and capture and validate details for contracts. Contracts are prepared and signed digitally using Conga and DocuSign from the AppExchange. Once all parties have signed, the contract automatically flows through Salesforce for product provisioning into their Admin platform.

The straight-through process has removed the need to manually enter data into different systems so that contracts can be finalised and provisioned at the click of a button, and agents can start leveraging their products almost immediately. In the past, contracts alone could take up to three days to finalise and it could even take a couple  more days before agents could start using the new products. 

“We’re able to provide agents with a much better experience while processing up to three times the volume of contracts. We also know that every contract sent to customers conforms to our business rules which is difficult to manage when you’re doing things manually,” said Medhurst.

70% faster case resolution enhances agent satisfaction

Trade Me Property also transitioned to Service Cloud for a single view of the customer across sales and support. It is used by Trade Me Property’s Customer Experience team to handle all calls and enquiries, and streamline and automate processes. It also supports the team to provide more personal and proactive service and trigger alerts to involve account managers.

“Onboarding for the Customer Experience team has improved as there are fewer manual steps for them to learn and we’ve been able to speed up case resolution time by 70%. Customer satisfaction has also risen to an NPS of 79,” said Medhurst.

 

Good marketing today is all about relevancy and personalisation, and reaching that person who is ready to buy as opposed to taking out a blanket full page ad. Salesforce allows us to do that by giving us greater insight into our customers and helping to identify their buying signals.”

Ivan Fuyala | Head of Audience at Trade Me

Increasing relevance for consumers and advertising ROI

Salesforce has also helped to provide a better experience for consumers on the Trade Me Property website through Trade Me’s wider use of the Marketing Cloud Audience Studio. Trade Me has used the Audience Studio to better segment customers so that it can provide them with more relevant experiences across its different platforms. This includes advertising which is tailored to their interests and where they are at in the purchase funnel.

“Good marketing today is all about relevancy and personalisation, and reaching that person who is ready to buy as opposed to taking out a blanket full page ad. Salesforce allows us to do that by giving us greater insight into our customers and helping to identify their buying signals,” said Ivan Fuyala, Head of Audience at Trade Me.

Trade Me has identified more than 120 different persona data segments and is using them to dial up relevancy of its own ads and those of other advertisers on its websites. As a result, it is seeing an increased ad spend on ads which are data targeted, providing improved user experience and ROI.

Driving best practice

Trade Me Property has achieved an incredible amount in a short space of time and now has scalable processes to support its 20%+ revenue growth from last year. Next, it plans to close the loop on sales automation by improving the integration between Salesforce and NetSuite to automate billing. It also wants to automate more support processes and Medhurst has encouraged the Customer Experience team to use Trailhead and explore what’s possible.

Once these projects are complete, Trade Me Property is considering Sales Cloud Einstein to better understand agent buying activity and help sales to make predictive recommendations.

“We’ve spent the last year getting the foundations right and have freed up time for our account managers and Customer Experience team to spend more time having quality conversations with our customers and supporting them with their business objectives. We’re now working with them to make their lives easier and give the sales team more time for selling by streamlining processes, removing manual handling, and delivering more automation and richer, actionable insights,” said Medhurst.

 
 

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