Home Østerbro is a Copenhagen-based franchise of Home, Denmark’s best-known real estate agency. With over 900 employees, Home has 185 franchises across the country and sells 40 billion DKK worth of homes annually. There are up to one million visitors to Home.dk every week. Home Østerbro has only eleven employees, making it an ideal testing ground for Plecto use on a small scale.
Before adopting Plecto, Home Østerbro faced several challenges resulting from relying on a heavily analog-based system. Indeed, Martin Berg, an owner and estate agent at Home Østerbro, and Mads Frost, partner and estate agent, frequently describe their industry and office as “old-school.”
“We actually had a whiteboard. It was physical!” Martin says.
“We could only write the new listings that we had, and the sales we had,” says Mads. “We had only two KPIs, and we missed information because we could earn a lot of money in other parts of our job, but there wasn’t much focus on that. We couldn’t see this information on a daily basis.”
Martin agrees. “I couldn’t see what we were to do from day to day. We could only see KPIs from the last day or last month.”
Integration between the Home franchises was difficult due to the analog nature of the system, and the online portal used for communication and coordination between offices wasn’t up to the task. In fact, Mads says it was “impossible” to use this system to obtain needed information.
“It was tough to keep up with the other office and what they were doing on a daily basis, and if they had any offers in case there were negotiations going on,” he says.
“In case you wanted to track everyone, or if you wanted to track the KPIs, you had to go to a website and log in, and you have to click to get to another website, which shows you some KPIs…I don’t think anyone did this on a daily basis because there were too many clicks.”
Solution
Ultimately, Home Østerbro needed to accomplish three main goals to improve their business efficiency:
Visualizing agents’ statistics and performance
Tracking real-time monetary data
Integrating dashboard data into the office culture and personal use
Home realized Plecto could help their office accomplish both sales-related and managerialgoals – whether tracking agents’ sales and showings, or monitoring the monthly budget, Plecto would provide an integrated platform for displaying all of this data.
Home decided to adopt Plecto based on word-of-mouth recommendations. “I spoke to some salespeople in marketing – they’re using Plecto,” Mads says.
“I actually think it was the easiest dashboard to build. You look at Salesforce and other companies, but Plecto’s dashboards are live.”
"Plecto encourages a really professional sales culture, with the live feedback and the live dashboards. It’s easy to connect, and it targets your day-to-day results."
Mads Frost
Partner and Estate Agent, Home Østerbro
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Almost immediately Home Østerbro began to see improvements in their office culture and efficiency from using Plecto – and Mads and Martin couldn’t be more complimentary.
“From my perspective, it encourages a really professional sales culture, with the live feedback and the live dashboards,” Mads says. “It’s easy to connect, and it targets your day-to-day results.
“I think Plecto has boosted our sales culture. Before that, I don’t think we had a real sales culture. So there are more fun things when people are selling or when they get something for sale, more competitions as well.”
Martin concurs. “From a manager's perspective, I really like this overview of all results, all activities. Now I can see every day, even when I’m not at the office, what’s going on right now.
“I think it’s a very, very good product.”
Keeping up with other agents
Far from the days when Home used a whiteboard to track data, Plecto’s digital dashboard is now displayed on the office TV screen. Agents are also using the Plecto Mobile App, allowing them to check real-time data while on the go.
Martin says the live aspect of the dashboard has been vital for Home’s success. “It’s actually the most important thing Plecto could give us. People can see what they are doing right now, and what their colleagues are doing right now.”
A transparent budget
An important benefit Home has found from using Plecto is increased financial transparency. “I like to give my colleagues this information about money: how much money do we need to have? What is our budget?” Martin says.
Prior to adopting Plecto, knowledge of Home’s budget data was limited to only a few employees. Now, however, the whole firm can see it on the dashboard – and this knowledge has made everyone more invested in the company’s success.
“Agents can see how much money our company has earned, how much we need, how much other agents earn,” Mads says. “I really like – actually I really love – this dashboard.”
"Agents can see how much money our company has earned, how much we need, how much other agents earn. I really like – actually I really love – this dashboard."
Mads Frost
Spreading the word
That’s not all, however: Mads and Martin are excited to spread the word about Plecto to the other Home offices across Denmark.
“I have spoken with the Home main office about it, and the sales manager also loved this product, because he thinks he can use a dashboard at their office to see Copenhagen, Aarhus, everybody in the country,” Mads says.
“He can go down to the Copenhagen or Aarhus office and see what they're doing or not doing, what's working and what isn't.
“So I think it could be a very good product in the big perspective for Home. And I would love to bring our dashboards with other colleagues, so we could share how they perform and how we perform.”
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*Disclaimer: We are committed to data privacy. All dashboard images in this blog post have been provided by our customer, Home Østerbro. Names, identification photos, and some data have been altered for security. Plecto does not access customer dashboards without written consent.
Martin Berg
Owner and Estate Agent, Home Østerbro
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