Topenland: How does a leading PropTech Company build its Growth Stack?
Topenland Viet Nam Corporation is a pioneering real estate technology platform (using Big Data & AI) where everyone can participate and succeed in real estate buying – selling – brokerage – investment – in only one platform. Topenland’s mission is to close the gap and remove barriers between real estate buyers and sellers. About the users: unlike other real estate platforms, Topenland’s product is for all participants with different purposes: buyers, sellers, brokers, investors… So they need to have a holistic understanding of user behavior since these visits are anonymous. Engaging users to different cohorts without knowing where they come from, who they are, what they need is like throwing a dart in the dark: it’s nearly impossible to hit your “target” or in this case, your business goals. About the product: their product is pioneering in this section, an all-in-one platform for any one who wants to buy, sell or invest in real estate. They need to deeply understand how users interact with their features & experience the product. Internal Resources constraints: lack of knowledge and experience to review and explore marketing technologies in the market. A holistic approach for marketing technologies stack demo: avoid silos demo from different marketing technologies and miss out the full picture of how each platform integrated and work together to meet their requirements. After reaching out to many vendors in the market, Topenland decided to select Ematic Solutions as their sole delegate. Throughout the process, Ematic has: Helped to contact, review and compare unbiasedly different sets of tools based on the client’s requirements, and met both of their short and long term growth plans. Helped to negotiate with different vendors to lower their quotation as well as get the client the most beneficial contracts with those vendors. Connect all the platform providers in their Growth Stack to organize a whole stack demo session. Help them to simplify their paperwork and payment process with multi and international platform providers. Played a role as their Project Manager to help the client connect all the vendors and co-manage the whole implementation process. Provide them an ongoing maintenance and consultation as well keep their growth stack up to date and ensure it all aligns with Topenland business objectives at different stages. Why this set of tools? This “best of breed” system gives Topenland the flexibility to add-on, replace or remove any tool without affecting the operation of other tools in the whole stack. It meets all of the requirements of BI, Product, Marketing and Growth teams in: tracking and analyzing users’ behaviors as well as their campaigns. building up Customer 360° view and retargeting them in every touchpoints at the channels they prefer give them strong evidence to optimize their product as well as verify their hypothesis in developing new features. – Topenland saved 3 months in the implementation process (based on the current timeline) compared to their current internal resources (thanks to Ematic helping them to do the coordination with their vendors). – Through Ematic’s partnership, Topenland saved 30% of implementation fee, 20% of platform fee and 60% of the ongoing support fee compared to working directly with each platform provider.
