When you have a passion for real estate, it can develop into a passion for building great products for real estate agents. As a Coldwell Banker NRT product manager that specializes in building real estate products, it is essential that I understand our users and ensure that each product we build helps solve the problem we’re addressing.
So how do we accomplish this? The answer is simple: through continuous user feedback.
Let’s take our Listing Concierge program as an example. After countless interviews with agents, we understood the pain points of how the process of marketing a listing was taking away from time an agent could spend generating new business. From that, we identified the problem we needed to solve:
Agents need a comprehensive, efficient and cost-effective solution to market their listings. The solution must provide agents opportunities to differentiate themselves from their competitors.
After we identified what we needed to build, we started development and released our first iteration of the Listing Concierge platform. Once the platform was released and had orders pouring in, we utilized tools that helped us identify user behaviors that needed to be addressed. We didn’t stop with machine learning; we set up live interviews with agents to better understand what they liked and what areas of the platform needed improvement.
From there, we went back into development and released our next iteration. This feedback cycle has been continuous, and the platform has continued – and will continue – to evolve based on direct user feedback.
Product managers live by the following mantra: Build, Measure, Learn. Repeat. That’s what’s gotten us to this point and will guide us as we continue to build and improve products that help agents sell homes and live exceptional lives.