Working closely with both Facebook and Realtor.com, Evocalize assembled the technical requirements needed to build and launch the product on top of the Evocalize Platform. With the timeline and roadmap in place, Evocalize and Realtor.com worked together to instrument and structure Realtor.com®’s behavioral insights into structured data for ingestion into the Evocalize platform. Then, Evocalize used their proprietary developer tools to link the activation of customized ad programs to Realtor.com®’s order and fulfillment processes.
Each month Realtor.com attracts millions of home buyers and sellers with the web’s largest inventory of homes for sale and a rich suite of search features. As site visitors search, sort, organize, and favorite listings to find their dream home, Realtor.com collects millions of insights that show real-time buyer and seller intent.
Realtor.com already used these intent signals to allow their users to reach in-market buyers and sellers on their website. However, recognizing that home buyers and sellers spent the majority of their time online on Facebook, Instagram, and Google, they began looking for ways to unlock their valuable intent signals in these and other non-endemic channels as well.
Realtor.com’s Product team had four main challenges to overcome to bring their innovative new solution to market.
- First, Realtor.com’s team needed to unlock the behavioral insights generated from site searches and other activities performed by users on their site, and build an infrastructure to scalably extend to more than 40,000 local markets across Facebook, Instagram, Google channels.
- Second, the data that powers the program changes often, so Realtor.com needed to keep programs constantly updated within Facebook, Instagram, and Google. Furthermore, marketing best practices are constantly changing so they wanted a way to test and iterate at a massive scale.
- Third, Realtor.com set out to give home shoppers a world-class experience with dynamic ad creative using video, 3D animation, images, and messaging that resonated with them.
- Finally, Realtor.com needed to ensure consistency in operation and delivery, so they needed advanced monitoring, error reporting, and retries at a large scale.