Propsoch Engagement & Retention

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Propsoch Engagement & Retention

Understanding Engagement & Retention for Propsoch

Understanding Product

The house hunt journey usually looks like

🔍 Hours spent digging through listings, trying to decipher real estate jargon.

🤝 Dealing with multiple agents, each with their own agendas.

🚗 Driving across town, only to find the property looks nothing like the photos.

And after all this?

You settle on a place that's "just okay", only to find hidden issues after signing the papers, and noticing with biases that skewed your decision-making.

That's exactly the puzzle Propsoch is here to piece together.

Propsoch is a homebuyer’s digital research partner in the property market.

Propsoch stands for transparency and informed decision-making when it comes to making a big and personal investment of buying a house.

Core value proposition

Making property finding smarter and transparent.

How is it made available to users?

→ By providing property reports that analyse all the pros, cons, and detailed insights on parameters that matter to the user.

→ By providing a smart comparison view for multiple properties that fit their requirements.

→ By providing comprehensive, unbiased, and expert guidance from subject matter experts like architects, lawyers, interior designers, home loan specialists, etc.

How do users currently experience the CVP of Propsoch?

→ By buying a property report to gain clarity about a shortlisted house before finalizing it.

→ By choosing for a guided homebuying experience where we find best available options that match the user’s requirements.

Which geographies does Propsoch cater to?

Bengaluru only for now.

Does Propsoch have sub products?

No, it doesn’t have sub products. But it does offer some additional services to make the homebuying experience wholesome for a buyer. Services offered:

1️⃣ Interior design

2️⃣ Vaastu check

3️⃣ Legal due diligence

4️⃣ Home loan specialists

What is the natural frequency of Propsoch’s services?

Buying a house for most people is a lifelong commitment. They buy a house mostly to stop paying rent and live permanently with their family. Natural frequency in their case is Once in a lifetime.
Some people also buy properties purely from an investment standpoint. They most probably already live in their own house and continue to buy more houses purely for investment purposes. Natural frequency in their case is 1x every 1–3 years. But this also has a ceiling.. they might stop buying houses after 7–8.
Some people approach this from a strategic standpoint. They currently live in a rented house, invest in a low-budget property to make money out of it. Because paying rent might be cheaper than paying the EMI. When the value of the property increases, they sell it for a profit. They use this money to buy a dream house that fits their budget. Natural frequency in their case is also Once in a lifetime.

Overall, the natural frequency for Propsoch's core value proposition is once in a lifetime.

The natural frequency of additional services is dependent on how many times they buy a house.

What action makes a user an active user for Propsoch?

Service	Active user
Providing property reports	Paying for report
Find recommendations with expert guidance	Paying for guided experience
Additional services	Paying for services required

Best engagement framework for Propsoch

Engagement Framework	Key Tracking Metric	Selected	Rationale
Breadth	Amount of time spent in evaluating as many properties that fit the user's criteria	Primary	The more time the spend with us in evaluating and shortlisting properties, the more clarity and confidence they gain in their decision making. It also shows their level of commitment in the process.
Depth	The number of additional services bought by the user.	Secondary	The more additional services they buy, the more it enhances their house purchase.
Frequency	Number of times the services are being used by the user.	NA	Buying a house is more often a once in a lifetime purchase. Even if we work on optimising this for users who are buying multiple properties for investment purposes, there’s a ceiling to this behavior.

Segmentation of users

Segmentation of Propsoch users can be done in two different ways:

Type 1: How strongly they use the services (casual/core/power)
Type 2: What the use case and goal is for a user (use case 1: needs report to gain clarity on shortlisted property | use case 2: doesn’t have any shortlisted properties and needs help with finding good recommendations)

Here’s how users would be defined in Type 1 segmentation:

User segment	Action taken by active user
Casual user	Pays for a report
Core user	A) Pays for guided experience to find a house. or B) directly buys a house after buying report.
Power user	Buys a house and avails additional services such as home loan specialist, interior design, vaastu, due diligence.

Here’s how users would be defined in Type 2 segmentation:

	Action taken by active user
ICP 1 - needs report for shortlisted property	Pays for a report
ICP 2 - needs recommendations that match requirements	Pays for guided experience and buys a house

Type 2 segmentation is redundant because:

The types of users in the segment are similar
It doesn’t give an idea whether a user buys additional services or not.

So, the best type of user segmentation would be: casual/core/power users

ICP deep dive

	ICP 1	ICP 2
Age group	30–45 years	40–55 years
Location	Bengaluru	Bengaluru
Gender	Male	Male
Marital status	Married (0+ kids)	Married (1+ kids)
Problem	Has shortlisted some properties after self research. Wants to vet the properties before buying.	Is struggling to find good properties and needs expert intervention to find the right house.
Goal	Wants a reliable and unbiased 2nd opinion before finalising house.	Wants topnotch recommendations of houses that match their list of requirements.
Motivation	👉 Doesn’t want to be fooled. 👉 Wants to make the right decision before making a huge monetary investment.	👉 Doesn’t want to forcefully fit requirements based on available options. 👉 Knows there might be good options available in the market, but isn’t able to find them with existing means today. 👉 Wants to save time and effort of searching aimlessly.
Values: Time vs money	Money	Time
Knowledge of buying houses	Medium-low	Low
Urgency to buy house	High	Medium
Budget for house	Above 1 Cr	Above 1 Cr
Annual income	30+ LPA	45+ LPA
Decision making committee	Self (buyer) Spouse (influencer) Parents (blocker)	Self (buyer) Spouse (influencer)

An active ICP 1 user starts off their journey as a casual user, i.e., they are only looking to buy a report to gain clarity on their shortlisted property.

Our goal would be to move ICP 1 from Casual ➡️ Core

i.e., go from buying a report to
A) opting for guided experience to find more options before finializing the right house.
or B) buying a house after looking at the report

For A) Some reasons why ICP 1 would move from Casual ➡️ Core

Saw some potential problems in the property and doesn’t want to buy it anymore. Wants to look at more options.
Loved the depth of information presented in the report and wants to see similar report for more properties.
Had compromised on some requirements when shortlisting the property but now has learned that we can help them find a house that matches all their wants.
Finds out there are similar properties and wants to compare all the options before buying.

For B) Reason why ICP 1 would move from Casual ➡️ Core

Satisfied with the info seen about the property and is ready to finalize the house.

An active ICP 2 user starts off their journey as a core user, i.e., they pay for a guided experience to get property recommendations and find the right house to buy.

Our goal would be to move ICP 2 from Core ➡️ Power

i.e., go from finding a house to buying a house and availing 1+ additional service.

Some reasons why ICP 2 would move from Core ➡️ Power

Has gained clarity and confidence to purchase the house. In addition to that,

Needs expert help to find the best home loan providers with minimal interest rates.
Believes in vaastu and needs an expert advise on vaastu of house.
Doesn’t have contacts of interior designers and needs our help to find one for them.
Wants to do a thorough due diligence to avoid discovering problems in the future.

Having gone through the experience of buying a house with Propsoch, they now trust Propsoch to avail these additional services.

Engagement campaigns

Campaign 1

User segment	Casual user ➡️ Core user
Goal	Get them to dig deeper in their house hunt
Pitch and content	We're just getting started! Check out these 50 advanced factors that are key to finding your dream home: <notion link> Which of these 50 factors are your non-negotiables? Let us know because we’ve got a special surprise waiting for you. Reply to this message with your must haves in the following format: 1. Must have 1 2. Must have 2 and so on.. Your 🎁 is waiting to be opened!! [When they reply with their must haves, we'll craft a comparison table featuring 4–5 homes that meet most of their criteria. We'll keep the property names hidden and ask them to pay 5k instead of 15k to unlock the property names along with expert 1:1 walk through for each of the properties.]
Offer	Surprise gift.. which is nothing but recommendations that fit their must haves. Pay 5k instead of 15k to unlock property names.
Channel	WhatsApp
Frequency	Once
Timing	1 day after they’ve received report
Metrics	No. of people replying to the message No. of people paying 5k more for the comparison table

Campaign 2

User segment	Casual user ➡️ Core user
Goal	Get them to compare more options for clarity
Pitch and content	Guess what! We've found 3 more houses that match your requirements. Here's a fun fact: 60% of buyers end up choosing a home even better than their first pick when they explore all options. Get a peek into your comparison report now: <link> Limited time offer Unlock the full comparison report for ₹5,000, special price drop from ₹15,000, but only till <11:59 PM, next day>. Don't miss out! <Unlock the full report> [when a user taps on unlock the full report, they’re directed to payment page. After payment, the full report opens as PDF in different tab. Inside the full report, we insert CTA for deep dive call along with mention of additional perks of buying a house via propsoch (see campaign 3 inside resurrection campaigns)]
Offer	See comparison of basic details for free. Get complete comparison report at ₹5,000 ~~₹15,000~~
Channel	WhatsApp
Frequency	Once (only if they've not acted on campaign 1)
Timing	10 days after they've received report
Metrics	No. of link clicks to view full report No. of payments increasing from the users who've received this message

Campaign 3

User segment	Casual user ➡️ Core user
Goal	Build trust and reassure them that they’re going to find a great home by the end of the process.
Pitch and content	Hear it from those who've been in your shoes! Homebuyers who found their dream homes via Propsoch have sent personal message for you. Take a look: <video link> Schedule a call to discuss your detailed requirements with a property expert today and save up to ₹25,000. <Schedule call> [when a user taps on schedule call, they’re directed to payment page. In this page, we let them know that once payment is done, they can go ahead and schedule call. Also mention what they can expect to get out of this experience after paying this amount.]
Offer	Schedule a call to discuss your detailed requirements with a property expert today and save up to ₹25,000.
Channel	WhatsApp
Frequency	Once
Timing	4 days after they’ve received report
Metrics	No. of link clicks No. of calls scheduled

Campaign 4

User segment	Core user ➡️ Power user
Goal	Sell them vaastu services
Pitch and content	Looking for peace and good vibes in your new home? Let a vaastu specialist guide you. We're here for you, not just in finding the right house, but also in making it a perfectly harmonious and welcoming place for you and your family. Only for Propsoch homebuyers: flat 20% off on the service price. Tap on “Speak to a vaastu specialist” and we’ll find the best available specialist in town for you. <Speak to a vaastu specialist>
Offer	Propsoch homebuyer discount: flat 20% off on the service price
Channel	WhatsApp
Frequency	Once
Timing	1 week after buying house
Metrics	No. of users availing the service

Campaign 5

User segment	Core user ➡️ Power user
Goal	Sell them interior design services
Pitch and content	Big congrats on your new home! Ready to make it truly yours? Let us introduce you to some of the best interior designers in Bengaluru. They're pros at creating cozy, stylish spaces that reflect your personality. Take a peek into how our designers have brought homes to reality, room by room: <link to portfolio> Special discount up to 30% off on the service price only for Propsoch homebuyers. Tap on “Request call-back” and we’ll call back to share more details with you. <Request call-back>
Offer	Propsoch homebuyer discount: up to 30% off on the service price
Channel	WhatsApp
Frequency	3x (content will be tweaked slightly every time we send this message)
Timing	45 days after purchasing house 3 months after purchasing house 4 months before move-in date
Metrics	No. of users availing the service

Understanding Retention

Bird’s eye view

Retention rate for Propsoch is defined as follows:

No. of users who successfully buy a house / Total no. of users who paid a minimum of 10k

Users pay 10k for 1 property’s report or directly sign up for the guided experience by paying 15k to get recommendations

Propsoch’s current retention rate is 65%

Plotting a retention curve is not effective in this case since Propsoch has less than 100 paid users.

Microscopic view

Retention for Propsoch is a little different that traditional B2C product. Here retention is more about converting a casual or core user into buying a house. Followed by, no. of users buying 1+ additional services.

So far, no user has bought any of the additional services mentioned in previous sections (vaastu, due diligence, interiors, etc).

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Further breakdown of these total users on the basis of service opted:

Users paying for a report
Users paying for guided homebuying experience

Users paying for a report

untitled (1).png

Initial days, the team was experimenting different prices for report.. ranging from 1k to 15k.
General trend observes was that people who pay lower price for report weren’t committed to follow through the process.
Whereas people who paid a high amount, 10k or 15k were more invested and committed till the end of the process of finding a house.

Users paying for guided homebuying experience

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Since the sample size of users is very low, it would only be appropriate to hypothesise the following based on current insights:

Which ICPs should we target for best retention?

Based on insights from user calls, 60% of the users are looking for help to find recommendations based on given requirements. Remaining 40% have already done their primary research and have shortlisted couple of houses for which they require the report to gain clarity on their final decision.Primary focus: ICPs who are looking for recommendations. Directly sell guided experience to them.Secondary focus: ICPs who want report for a shortlisted property.

Which channels would drive the best retention?

Based on insights from user calls, 100% of users who came to Propsoch via word of mouth ended up buying a house. Referral is a strong channel to drive retention.

What additional services would drive the best retention?

At this point, it's too soon to reach a definitive conclusion. What we can do is: Enhance our offerings by providing extra services likely to add value to homebuyers. Services like:We can also continue to talk with our users to discover additional service areas that are not provided today.

1. Home loan advice
2. Interior design
3. Vaastu consultation
4. Legal due diligence

Understanding Churn

Churned user would be someone who has:

Not taken any action after seeing report
Not continued journey after deep dive call
Not continued journey after evaluation call
Not continued journey after shortlising call
Decided not to buy house after site visit

Let’s understand this with a user journey diagram.

Propsoch product funnel (4).png

Major chunk of drop offs happen between site visit and property closure stage.

Top reasons for churn among past users

Voluntary reasons for churn	Involuntary reasons for churn
Unhappy with house recommendations	High interest rate of home loans
Unhappy with support	Busy with work, no time to invest in process
Parents (blockers) aren’t happy with the selection/shortlisted options.
Found house by other means

Early signs to look for to identify “AT-RISK” users:

Hasn’t scheduled deep dive call
Hasn’t scheduled evaluation call
Hasn’t scheduled shortlisting call
Shown disinterest in the houses recommended over call
Did not show up for site visit
Hasn’t finalized a house after site visits
Provided low rating as feedback after a call

Resurrection campaigns

Campaign 1

Problem	User has paused on buying house now due to high interest rates on house loans
Pitch and content	Need a home loan with a super low interest rate? Our home loan gurus can guide you to some amazing deals, even as low as 7%. Tap on “Talk to home loan guru” to book your free 30-minute consultation call. <Talk to home loan guru>
Offer	Free 30 min consultation with home loan guru.
Channel	WhatsApp
Frequency	Once
Timing	Hasn’t finalized house after site visit and expressed this concern
Metrics	No. of users availing this service No. of users buying house after availing this service

Campaign 2

Problem	User has forgotten or missed to schedule evaluation call to look at houses found by personal property expert based on given must-haves and requirements.
Pitch and content	In case it slipped your mind.. We’ve handpicked 10 amazing houses that meet all your criteria. When would you like to discuss these choices with your personal property expert? It's a good idea to move fast so you can claim your favorites first. <Schedule call>
Offer	Act now so you don’t lose dibbs on your favorites.
Channel	WhatsApp
Frequency	Once
Timing	10 days after deep dive call
Metrics	No. of link clicks to schedule call No. of calls scheduled No. of calls completed

Campaign 3

Problem	Exploring multiple means to find house, Propsoch is just one of those options
Pitch and content	Choose your home with Propsoch and enjoy special perks! ✅ Get your due diligence done for just ₹2,999 ~~₹9999~~ ✅ FREE 30-minute vaastu consultation ✅ Save up to 30% on interior design services Remember, we're not your average brokers. We don't charge any commission from you when you purchase a house. Just tap on "Get in touch," and we'll reach out to guide you every step of the way. <Get in touch>
Offer	Due diligence at ₹2,999 instead of ₹9,999 + free vaastu 30-min consultation + discounts on interior design + no broker fees
Channel	WhatsApp
Frequency	Once
Timing	10 days after receiving report and not taking any action or No action taken 20 days after last engagement
Metrics	No. of link clicks to get in touch No. of callbacks completed

Campaign 4

Problem	User has forgotten or missed to schedule site visits for shortlisted properties
Pitch and content	Hey [name], [30 units] of [Property name] have sold like hotcakes since the last time we spoke. Since this was one of your shortlisted properties, we want to ensure you don’t lose out on claiming a good unit that meets your criteria. Tap on “Block calendar” to schedule your site visit. On the day of site visit, your dedicated property expert will coordinate with you and come along for the visit to guide you further on your selection. <Block calendar>
Offer	No monetary offer. Just an urgency campaign to rekindle the interest of at-risk users.
Channel	WhatsApp
Frequency	Once for every shortlisted property
Timing	10 days after shortlisting call with a gap of 1–2 weeks between every message until they are resurrected back.
Metrics	No. of calendly bookings for site visit

Campaign 5

Problem	Has rejected shortlisted houses because parents do not approve the selections or has not liked some aspect of the house after site visit.
Pitch and content	You were so close to landing your dream home, and there's no reason to give up now. We're here for you, ready to dive back in with some smart strategies tailored to your needs and what we know about the market today. If you're up for it, we'd love to chat more. Renewing your subscription now will cost you just half of what you paid before – that's only ₹7,500. We're so committed to helping you find your dream home that we'll start with just a minimal service fee of ₹3,999 now. You can pay the rest after you've purchased your house.
Offer	Renewal at half the cost + partial payment to begin process
Channel	WhatsApp
Frequency	Once
Timing	5 days after they've rejected shortlisted houses
Metrics	No. of users coming back by paying ₹3,999 No. of users paying full amount after finding house