99.co

A particular pain point for real estate agents was finding customers looking to buy, sell or rent homes. In Singapore, agents earn commissions by selling or renting out properties, and there is a huge demand for potential clients.

A profitable business revolves around solving a niche problem, and this initiative could be just that.

The initial processes were set up in Google Sheets. Leads were manually distributed by the team lead who would copy and paste rows from a master Sheet to each telemarketer's Sheet.

The goal was to automate these processes to scale the business unit.

The old telemarketer calling sheet consisted of 31 columns, requiring constant horizontal scrolling. A significant portion of the information was irrelevant to telemarketers, making onboarding harder.

After gathering telemarketer feedback and personally engaging in calls using the old sheet, it was clear a complete overhaul was needed.

The old sheet displayed unnecessary information that overwhelmed telemarketers. At times, they would mistakenly qualify a user when not all criteria were met.

The UI and logic of the new form were implemented using Google Apps Script, executable directly from the Menu bar.

Users were called by telemarketers only once. Returning users who could be potential leads were not being contacted.

The Batching algorithm included returning Property Valuation users in the distribution — resulting in an 80% increase in callable users.

The Prioritisation algorithm re-ordered users based on importance by assigning points to each user. Leads with lower points indicated higher priority.

Both algorithms together resulted in a 2% increase in call-to-lead conversion. In lead generation, a 0.5% improvement is considered excellent.

At the start of each day, the Team Lead manually distributed leads by copying and pasting rows into each telemarketer's Sheet. This consumed approximately 45 minutes of her time every day.

The Distribution automation was implemented in Python and ran the Batching and Prioritisation algorithms as integral components — fully eliminating the manual daily task.

When matching a lead with an agent, the Team Lead had to manually search through statistics of all subscribed agents to find one experienced in the relevant area.

This script assigned leads to agents based on conditions queried against a real estate transaction history database — resulting in a 5% increase in success rate.

The Lead Generation project was fascinating 👀. Over the course of the internship I: engaged in user calls as a telemarketer, explored raw business ideas, brainstormed solutions, built them, and conducted user research.

I discovered my knack for breaking down intricate tasks into manageable components and articulating solutions in straightforward terms.

Special shoutout to Prachi for being a great boss, and Jack, Akqeel and Kevin for always helping me navigate through challenging problems 😍.