at Home: 150% increased in App downloads
real estate at home / At Home Co., Ltd

at Home: 150% increased in App downloads

 

Company Background

At Home Co., Ltd. is one of the first companies in Japan that provides the latest information to real estate companies. Recently it's famous for its property listing services.

Currently focused on digital media, it has a main property listing App called "at home". In December 2018, they released a second property listing App called "Room search for student" aiming at students.

at home installed Repro's Customer Engagement Platform in both of their Apps and utilized Repro's App Store Optimization (ASO) and App Marketing services. With this, they saw a 150% increase in App downloads when compared to last year and a 20% increase in "next day App activation" after the App has been downloaded.

For our interview today, we have Mr. Takizawa, the Head of Media Management from At Home, focusing on the question "How are you promoting your App."

Interviewer:
Kurokawa, Customer Success Manager, Repro
Ozawa, Growth Marketer, Repro


Focusing on acquiring users who would not have otherwise been able to acquire.

athome

Interviewer:

First, let's talk about what kind of App is the "Room search for student" is shall we?

Takizawa:

Our company released two apps as a whole with the main App being "at home." Initially, our company is a b2b business, with our main clients being real estate agencies. However, in 1996, driven by the desire to provide more value to the end-users who use our service, we launched a media site to fulfill those needs.

In 2010, the App version of our "at home" service was launched. The newly launched App is regarded as one of the most critical communication channels for us to provide value that we would otherwise not be able to offer to our end-users through our website. My responsibility with the App is to manage the customer relationship within the App.

Interviewer:

Recently, an application made just for students has also been released, isn't it?

athome apps

Takizawa:

Yes. In reality, with our "at home" App alone, we could not cater specifically to a younger audience. So, in December 2018, we released a separate app, "Room search for students," which allows us to access the student's market we otherwise have not much involvement in.

After installing Repro, we lack the know-how to tackle the issue at hand.

at home & repro

Takizawa:

Truth to be told, Repro was installed when I was transferred to the media management department last year. Before that, we were using a separate tool, but since it had limited functionality, we replaced it with Repro. After the installation, I was added to the "at home" team and now responsible for the CRM.

Interviewer:

How many people are there involved in the projects?

Takizawa:

There are a total of 12 members in the Media Management team. For the "at home" app, there are a total of three people who are responsible for it. I am mainly in charge of the CRM; there is another person who is accountable for the ASO and another member who is responsible for data analytics.

Interviewer:

For such a large-scale app, the number of people involved is surprisingly small!

Takizawa:

Haha, ya, you are right. For the development, the load is shared between a development agency and our very own engineers. We just have to face the reality that we have very limited resources for the operation side. We devoted half of our resources for the Apps, and there are also other projects we are working on. In reality, we do not have enough time to provide optimal value to end-users.

Interview:

Because of that, you have also requested app marketing support from Repro?

Takizawa:

Exactly! Now when I come to think of it, I was glad I asked for App Marketing support in addition to "Repro." Previously, we have entrusted our ASO effort to another agency, and we asked ourselves why not just allow Repro to support us for both App Marketing and ASO. Last time, when we entrusted our operation to another agency, we did not gain any experience at all. This time, we hope that we can learn more know-how from Repro and bring the operation in-house.

150% increased in download compared to the previous year. The secret? Focus on winning keywords!

at home & repro

 

Interview:

If not mistaken, the first service we provided to your company was the ASO service, isn't it?

Takizawa:

Yes. We haven't been able to make any changes for about two years, but I felt that our ranking can be improved if we go through the PDCA cycle properly. One of the most impressive aspects of ASO's support was the fact that the first proposal, "ASO Growth Plan," was built together.

Interviewer:

What exactly was in the plan?

Takizawa:

Originally, my team and I wanted to aim for big words. But the proposal we received was "go for smaller words". To be honest, when I first received the proposal, I wasn't very convinced. However, we decided to follow as proposed and aim for smaller words.

They explained, our competitors all have eyes on the big words and we can go after it later on. And going where the competition is less fierce will give us more considerable advantages. After the explanation, I understood the reasoning behind the strategy. After following the strategy, we were able to significantly increase the number of downloads by 137% in iOS devices and 171% in Android devices when compared to last year. It was a good decision to put our trust in the proposal!

Interviewer:

What's the future plan of your ASO effort?

Takizawa:

Including the goal of branding, we want to aim for the top for big words. Ideally, it will be great if we can get the first place for the keyword "rental." We are also like to rank near the top during the most important seasons.

Accelerating marketing by utilizing Repro’s know-how

at home & repro

Interviewer:

You also utilized the App marketing service. How did that went?

Takizawa:

At present, Mr. Kado and Mr. Ozawa are coming out with the proposals and strategies, and when they are done. I usually implement them after reviewing them. 50% of the time, my job revolves around utilizing Repro's marketing platform.

Interview:

Thank you for using Repro's platform so much!

Takizawa:

Thanks! I feel it's a waste if we didn't implement Repro to the fullest after we implemented it. With support from Repro, I can feel a sense of confidence while going through the PDCA cycle. Personally, I find Repro's User-Interface easier to use compared to the other tools currently available at the market out there.

Currently, we keep on working with Repro to come out with new strategies. To be frank, I am looking forward to what kind of results these strategies will bring.

By the way, our company doesn't only provide service to people who are searching for a place to live but also to real estate agents. If the response from the real estate agents increases, we will be able to get more real estate agents to join us.

The success after you break the boundaries

at home & repro in a meeting

Interviewer:

How was the quality of the support you guys received?

Takizawa:

Personally, the reason why the operation was successful was that we were able to cross the boundaries as business partners and share information as a team. For example, we communicate once a week on Slack and discuss specifics at our regular meetings.

Also, I can speak my mind easily and provide proposals directly from what I was thinking. It was especially easy to communicate with Kurokawa (Customer Success Manager) as she has a quick response.

Interviewer:

Thank you so much! I happy you think that way.

Takizawa:

App marketing is evolving really rapidly, we have no idea what kind of strategy will give us results. To be frank, I don't think the strategy will go smoothly. Because of this, I feel a sense of security and gratitude for you guys in taking time to understand the "at Home" App and provide me with honest feedback. I am really grateful for your support.

Our next target is to optimize the user experience for the upcoming peak season.

at home and repro team laughing

Interviewer:

Lastly, I would like to know about your future plan

Takizawa:

Personally, I want to make the "at Home" App a smarter app when compared to other real estate apps. I want to make the end-user gets the right information, at the right time, a reality by using Repro. Let's work together and make this kind of communication a reality!

Interviewer:

Thank you! By the way, I heard that lately, you are putting effort into In-App marketing as well?

Takizawa:

Yes, the App marketing effort will begin from now. We have been collecting data for the last few months. For the real estate industry, January to March is the busiest season, so before the next busiest season arrives, I want to experiment with different types of marketing.

Interviewer:

Thank you so much for your interview today! Talk to you soon!

 

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