SCALE
NurtureCloud was originally built for a small team . Both Ray White and the NurtureCloud team understood that in order for it to work with a large network , it needed to be scaled and adapted .
The growth of the platform from 2020 to now has been underpinned by Ray White and the NurtureCloud team working together in the ‘ bunker ’ - a term coined for the weekly meetings that take place to discuss developments and updates , scaling the product , and agent adoption . The team was determined to move fast , and quickly established a dedicated “ NurtureCloud Bunker ” that deliberately focused on clarifying scopes of work that we knew our network members would see as valuable .
“ Feedback loops , pilot programs and agile pivots enabled us to scale into a much larger set of agents than the NurtureCloud development team had been used to ,” Jason Alford said .
As software was developed and released , it became clear that office data and behavioural change was going to be the largest challenge and take the longest time . Forward planning allowed us to scale up our virtual assistant programs and expand our team of Digital Performance Specialists , who devote all their time to helping members leverage the value of NurtureCloud .
NurtureCloud has now been developed into what we describe as an “ agent operating system ” in Australia . That is , it enables agents to do everything they need to do on NurtureCloud , from prospecting through to open-homes and vendor reporting , while leaving things like trust accounting and portal uploading to the office CRM .
As of August 2024 , 790 offices across Australia and New Zealand are using NurtureCloud . In the past 30 days , over 720,283 calls were made from the Smart Calls feature on the platform , 29,995 appraisals were logged and 8,941 listings were won . Interactions in August sat at 1,437,374 .
Business level reporting of agent productivity has changed the way many of our leaders provide support and accountability to their teams . Vendors log into their own property portal to obtain complete transparency on the progress of their campaign and the activity of their chosen agent .
“ It has completely changed the way I discuss performance and improvement with our members ,” said Mark McLeod , Ray White ’ s chief strategy officer ( real estate ).
“ I ’ m shocked by some of the insights that NurtureCloud provides me , both the great and not-so-great insights ! NurtureCloud is unlocking so much potential ,” he said .
AI POWERING IMPROVED EXPERIENCES
NurtureCloud is using AI to personalise the experience for every property owner because it prepares our members for every phone call with data and information specific to that vendor ( eg . what ’ s happening in their area of interest , and their digital activity ). Propensity modelling guides agents to provide personalised communication cadence based on their stage in the real estate journey . It is also helping us connect the activity of customers across our entire group , enabling our members to get a complete picture of their interests . So AI helps us ensure we are getting the balance right in the level of communication with our customers .
That means we will be sending more relevant and targeted information to them , quickly finding the perfect match for buyers who are active in the market and ready to buy .
WHERE TO FROM HERE ?
As it stands , the bunker team meets every Monday , working on upgrades , changes and production decisions .
Courtney Martin , general manager of Ray White - NurtureCloud , is optimistic and excited about the direction of the NurtureCloud / Ray White partnership .
" For the first time , our core operating system for agents is providing them with an unfair advantage in their marketplaces ,” Courtney said .
“ We do this by leveraging our network effect - enriching data , and sharing insights that predict future listings in our agents databases and giving vendors a transparency we haven ' t been able to previously deliver .
" Our network feels like they ' re part of this journey with us - we listen to their feedback and can make swift changes to the product because we have their support and engagement , something we were missing before .
“ Now that the Buyer Module is in the hands of agents across Australia and a release in New Zealand is imminent , our plan is to circle back to the prospecting module and release a new , improved version of Smart Calls , this time with machine learning technology that will predict twice the amount of listings .
“ Following this , we ’ ll look to better support agents ' on the run ' and we are currently considering what new features we should prioritise such as voice control , CarPlay , and digital solutions for listing presentations , offers , and contract signing .”
AI is also helping us match buyers with suitable listings based on their activity across the whole group .
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