Duplicate Listing in Property Portal
- 1. DUPLICATE LISTINGS IN PROPERTY PORTAL SUBRAT KUMAR DASH
- 2. EXECUTIVE BRIEFING Problem: The duplicate listing in the property portal causing user frustration, impacting SEO ranking and poses a risk of becoming a scammer hotbed. Who: Wasalt portal, Property buyer, Property Sellers Why: Current revenue model and no reward for good behavior of sellers and buyers' pain point. How: By rewarding good behavior of sellers, changing the revenue model and adhere to rule of land. Solution:An algorithm that promotes the best content over others , charge for actual leads and enforcing laws and preventing duplicate posting.
- 3. Mission To your ideal property hassle-free. Purpose To ensure every property listed is verified, of premium quality and transparent in pricing Offers Searching for properties, to buying, renting, real estate marketing and even listing for both the commercial and residential sector
- 4. 93% of users of Wasalt use mobile apps because they are fast, safe, secure, user friendly, and convenient. MonthlyVisit ~275K (Approx.) UniqueVisit stands at ~149K Average spend ~3:38 min, But traffic from Social media spend almost Avg.~10min (Mostly from Good Content) Average page visit ~5 Bounce rate 46% (Only One page) 83% of Saudi Arabian users and 43% of users between the ages of 25 and 34 and mostly active on social media 50% of traffic comes from paid search, so its brand is not established. Data Collected from similarweb SOME MEASURE
- 5. PROBLEM Example of duplicate properties with different agents are listed in the same sequence. As consumer attention spans continue to shorten, customers browsing your listings will get annoyed if they see the duplicate property repeatedly. Duplicate listings only add to the challenge to SEO. A site with duplicate listings signals a lack of quality control.This situation is ideal for scammers who want to take advantage of you and your users.
- 6. HOW BIG THE PROBLEM CurrentAgent Commission market is $2Billion. The Anti-Economic Crime Department of Dubai Police registered 499 cases related to fraud in 2018, leading to the arrest of 471 suspects. The UAE’s online real estate market loses at least $272 million (AED 1 billion) each year due to duplicate listings. In the long run, these costs will affect your business's bottom line. Recently Dubai Land Department (DLD) allows sellers to list their properties with a maximum of three brokers.
- 7. WHY DUPLICATE LISTING IS HAPPENING The more customers see the same ad, the more likely they are to like it. Each time you post the ad it will appear at the top of the page, increasing its visibility to potential buyers or renters. It is irrespective of the content or irrespective of buyer choice. More the ads, more the revenue for property portal. So, property portal algorithms can be changed by agents. The policy does not provide equal opportunity for sellers to compete regardless of the content or service they offer. **In the long run, advertising will make it more difficult for businesses to survive as people look for new avenue to find information.
- 8. BUYER PERSONA Daily Life: Abdula comes from a middle-class family. He is married,with two children (ages 6 and 3). He is tech-savvy and cares about aesthetics and looks. He does extensive research and comparison before buying; he uses online media as a shopping tool. He has less disposable income, so he looks for the best deal. Goal: Sustainable personal growth with high achievements at work. Owning assets and upgrading lifestyle to go a class above others. Frustration: He expects to get a good list of properties online before visiting the site.While trying to contact the agent, he hears that the property has been sold. After spending considerable time and effort, he keeps seeing the same property which he visited only a few days ago. Sometimes he shares his number with duplicating agents, for which he keeps getting unwanted calls.
- 9. BUYER BELIEF & PROMISELAND Customer Use Case Accepted Customer Belief Desired Customer Belief I visit the property portal As I wanted to buy a home for me So that I can save time and find a best home for me. The current property portal takes considerable time to show a best home suitable and it keep showing duplicate property. I am frustrated going to property portal. A Change in Application algorithm and change in portal to allow will allow user to find best property in quick time.
- 10. SELLER BELIEF & PROMISELAND Customer Use Case Accepted Customer Belief Desired Customer Belief I am publishing the property in property portal As I wanted to provide good home to buyer So that I earn money in the process. Current property portals do not have a method to control duplicate postings of properties, as I result, I see duplicate agents posting the same property, which they do not have rights to. A change in property onboarding processes and the removal of duplicate postings will allow sellers to focus on providing the best customer service without worrying about duplicate listings.
- 11. HYPOTHESIS FOR SELLER By allowing agents to provide FORM A from Sellers, while creating a property upload will minimize duplicated postings from property portals.(New Process) By creating an image matching algorithm, we can more easily identify duplicate listings from agents.(On Existing property) An algorithm can be created to find duplicate listings within a single address.(On Existing property) Blacklisting/punishing the repeated offender seller/Agent, will enable us to make our portal free from scammer. (Repetitive offender)
- 12. Upload Digital signed FORMA Post property Validate Digital FORM A Run Image Matching Algorithm Run Address check Algorithm Depend upon result take appropriate action (Rule Engine) New Listing Existing Listing Content ****Other process remain same as is****
- 13. Before creating algorithm, validate manually few listing and check if these are duplicate. (Take few pages form specific communities) Test it out Test for these result in specific communities. (By not showing those) Check the Property Click through rate/ Bounce rate/Time spent on app/ Number of page reviewed/ CSAT/ Contact Rate (Connecting Agent/ contact)
- 14. HYPOTHESIS FOR BUYER By create a quality backed algorithm, will show desired content to buyer and ultimately push the duplicate content to later page. (Algorithm) If properties are represented by different agents, then the portal will show the one with the highest quality ranking.The other properties will be shown in a similar property section in the portal, so it will help buyers not to see duplicate content. (Same property different agents) Adding one optional filter for "Show only properties I haven't seen“, will enable buyers to remove properties they have previously seen. (Duplicate property removal) Making the property name different by adding address information will remove the bias from buyer who think they're viewing a duplicate property.
- 15. ALGORITHM (QUALITY) Exclusive and First to put in any site The content and all elements of this property are filled. Picture andVideo Quality 3D Image/StreetView Responsiveness of Agent Weekly check if property is still available People engagement rate
- 16. Before creating algorithm, list the top 10 properties manually for a community. Test it out A/B Test for these result in specific communities. Check the Property Click through rate/Actual leads to Agents/ Bounce rate/ Time spent on app/ Number of page reviewed/ CSAT
- 17. Remove from main page and put it in similar properties section.
- 18. Test it out Add a pop-up before existing to see if this option will help buyer. Add a filter (fake icon) and see how many applying that filter. (Before building it) Assuming 30% people will respond yes or showed intent.
- 19. LakeViewVilla, Street 2, PO 12345 ParksideVilla, Street 10, PO 90345 HighwayView, Street 23, PO 90235 FROM TO
- 20. NorthStar Metric: Contact Rate Leading Metrics: Buyer UniqueVisit/Avg. time spent /Pages per session No of property viewed per session/Bounce rate/CSAT Feature usage/First week engagement Seller Agent response rate/ Agent Listing rate New Agent onboarded Duplicate post removed This Photo by Unknown Author is licensed under CC BY-SA-NC
- 21. THANKYOU SUBRAT KUMAR DASH SUBRATDASH.007@GMAIL.COM LINKEDIN: HTTPS://WWW.LINKEDIN.COM/IN/SUBRAT-DASH-PM/