Reali's Rapid Growth and Enhanced Customer Experience through Zapier

Reali is a real estate startup that provides cash upfront to buyers, making it easier for them to buy and sell homes simultaneously. The company operates loans in 15 states and real estate in California, with plans to expand its real estate business to other states. Reali has a couple of hundred employees spread across three continents. The company relies heavily on technology, particularly no-code automation, to unlock key customer data that real estate agents need to find and sell homes. Reali's marketing tech stack, driven by Segment, a customer data platform (CDP), is the engine of its growth.

Reali, a real estate startup, was facing the challenge of keeping up with the fast-paced real estate market. As the company expanded its operations across 15 states and three continents, the need for speed and agility became even more critical. The company needed to unlock key customer data to help real estate agents find and sell homes more efficiently. However, the biggest barrier was not the lack of tools but the ability of the team to use them effectively. The cornerstone of Reali's marketing stack, Segment, a customer data platform (CDP), was challenging to use without coding knowledge. The company needed a solution to get data from all relevant apps and systems into Segment.

Reali turned to Zapier, a no-code automation tool, to overcome its challenges. Zapier's webhooks tool allowed Reali to connect almost any app with Segment, facilitating a smooth flow of customer data to all employees and other touchpoints in the customer journey. One of the key implementations of this solution was in Reali's open house guestbook experience. Agents could create a personalized Instapage landing page for each open house, functioning as a digital guestbook. When guests arrived and entered their information, Zapier triggered several automated workflows, including notifying the host agent of new arrivals via SMS, updating leads in the CRM, triggering marketing workflows, and alerting a centralized sales team via Slack. This resulted in a seamless open house experience, increasing the likelihood of transactions.

• The implementation of Zapier has significantly improved Reali's operational efficiency. The automation tool has enabled the company to move fast without burdening its engineering teams. It has also provided the flexibility to build workflows that meet Reali's unique needs. The automated workflows powered by Zapier have made agents more responsive, allowing them to connect more readily with all visitors during an open house and follow up more consistently afterward. This has resulted in a smooth and enjoyable open house experience that's more likely to result in a transaction. Furthermore, Zapier has allowed Reali to develop and iterate on a process multiple times in a week, or even a day, which is dramatically faster than asking a software engineering team to update and push code changes.