Berkshire Hathaway HomeServices Fox & Roach, REALTORS® (BHHS Fox & Roach) launched a custom Unlock the ARC Vault sweepstakes and instant win promotion to educate their sales associates and encourage them to use the Agent Resource Center (ARC). ARC is a real estate CRM tool offered exclusively to BHHS Fox & Roach agents that combines MLS data, client marketing plans, lead management and much more into one easy to use platform.
Over the course of eight weeks, Unlock the ARC Vault successfully increased ARC participation among agents while educating them on how to use the platform productively and effectively.
Challenge
Encourage and engage BHHS Fox & Roach agents to use ARC and to educate them on ARC’s features and functionality. Adoption was critical; therefore BHHS Fox & Roach set a target goal of acquiring 1,500 of nearly 4,000 BHHS Fox & Roach agents. In addition BHHS Fox & Roach had four objectives for the Unlock the ARC Vault Instant Win & Sweepstakes promotion:
- Create awareness that ARC is the agents all-in-one digital marketing solution
- Integrate gamification to educate agents on the features and benefits of ARC
- Drive agents to log-in and engage daily to instill ARC as a repeatable destination and behavior
- Motivate agents to explore, try, use and ultimately adopt ARC
Strategy: How Unlock the ARC Vault Worked
In order to drive participation and engagement, daily challenges were held where all participating agents could win prizes and earn entries into a weekly sweepstakes.
Sales agents received a company-wide email announcing the launch of the promotion and once-a-week emails throughout the rest of the eight week promotion reminding the agents to participate, as well as providing global and individualized information.
Once logged into their ARC account, agents had the opportunity to launch the promotion on their dashboard.
The first time an agent logged-in and accessed the promotional dashboard, the Agent was led to the welcome landing page that included a promotional ‘Welcome’ video to unlock their personalized dashboard. Once the agent watched the video they received their first sweepstakes entry and were able to access Unlock the ARC Vault.
Now the agent could access their personalized dashboard where they were able to view and interact with the various daily/weekly challenges. Each day an agent logged on they received an opportunity to play the ‘Instant Win’ game and were asked to watch an informational video about aspects of the platform. Once they completed the video they could take a quiz in order to qualify for more prizes.
To ensure mastery of each topic was achieved, the agents had to complete the current week’s challenge and could not work ahead. Agents could access previous week’s challenges via the weekly navigation tabs or view their collective personalized progress via ‘Your Challenge History’.
Results
The BHHS Fox & Roach Unlock the ARC Vault Instant Win and Sweepstakes exceeded all measurable expectations and successfully drove agents to participate in and adopt ARC for their realtor needs. The gamification of the learning module was a huge success, with engagement exceeded the company’s goals across all metrics. Specific results include:
· 1,746 unique users participated, exceeding BHHS Fox & Roach’s 1,500 target.
· 318 total awarded prizes
· $22,000 approximate retail value of sweepstakes and instant win prizes
· 29,745 instant win games played and 29,697 returning agent plays.
· 29,309 sweepstake entries
· 33,033 quizzes completed (27,563 correctly answered quiz questions) and 11,513 video plays during the promotion.
The promotion, ultimately, gained increased participation among agents in ARC and provided them with the education to use the platform productively and effectively.
For more information, visit www.foxroach.com.
