LJ Hooker Achievers Program Drives Referrals Through Brand Engagement

Company: LJ Hooker Financial Services

Programs: LJ Hooker Achievers Programme

Program Types: Dealer Distributor

Program Details: LJ Hooker commissioned Solterbeck to design an easy-to-use software platform to efficiently manage and administer the diverse network of brokers, agents, and offices across multiple regions and offices and systemize a large volume of data. The software featured a sophisticated workflow process that provided for a number of users to “work” on a referral through its transition from new opportunity to settled business across multiple products, each with its own costs and commission payment model. Each user, through their unique login, viewed only the referral information that was pertinent to them at that stage of the referral work flow.
The software also provided real time data reporting profiles for selected individuals in the network. This allowed interested parties to report on referral and loan activity to provide conversion rate data for individual referrers, offices, cells, regions, states and national. Results could be viewed on screen for quick data snapshots or downloaded to Excel, Access or CRM data management software for extensive analysis. Individual referrers had the ability to view their referral records and points earning history in real time for ultimately transparency.
To motivate real estate staff to utilize this powerful software platform, the LJH Achievers Programme was developed to award users with points that were redeemable online for a huge and varied selection of rewards. The program launched in December 2003 to 5,000 real estate staff. The launch included an integrated campaign including web, email, and face-to-face presentations. The program Web site provided three key features accessible through a single, dedicated portal: 1) referral data management; 2) reward management; and 3) communications.
The program Web site was a key communication initiative, and also the primary program administration, reward fulfillment and reporting tool. The Web site provided a central hub through which LJ Hooker was able to communicate both strategically and tactically through active and passive execution. Visitors to the site were kept abreast of the latest product offerings and company developments as well as ongoing or short-term promotional activity. Terms and Conditions and Frequently Asked Questions for example, were updated whenever required. The program also provided a database through which branded email broadcasts and SMS communications were possible. Using flexible filters, the software allowed LJ Hooker to send targeted communications to segmented audiences for maximum penetration.
Consistent refreshment of the Web site encouraged regular participant return, raised awareness and engagement with the incentive, and made the sites ideally suited to functional use – ordering rewards, self solution of queries etcetera – providing significant administrative savings. Users could update their profile, order rewards and track their point’s history and rewards ordered history.
LJ Hooker added its own rewards to the award mix for greater network engagement. International Conference attendance, corporate training, donations to LJ Hooker’s preferred charity (Cystic Fibrosis), merchandise, sign-writing and corporate clothing are just some of the LJ Hooker reward offerings.
LJ Hooker, via the administrator functions of the software, had access to all rewards ordered data by reward type, cost, category, cost centre, financial year and date against office, cell, region, state. This provided LJ Hooker with an enormous resource through which to understand referrer behavior and reward preferences to assist with planning and communication to enhance the appeal of the program over time.

Objective: Objectives of the program included:
• Engage real estate professionals as advocates for LJ Hooker Financial services;
• Drive LJ Hooker Financial services growth through engagement with an established national real estate brand;
• Build an aligned service model through promotion of complementary 3rd party suppliers.

Supplier: Solterbeck - South Melbourne, Australia

Sponsor Assocication: Incentive Marketing Association (IMA)

Results: Results of the program included:
• LJ Hooker Financial Services realized 19,000 referrals in 2007 and a total of 55,000 in four years;
• 8,000 referrals were converted into home loans generating $2.1billion in total loan value from settled loans;
• Participating referring agents has increased 220% since 2004;
• Annual referrals have increased 125% since 2004;
• The LJH Achievers Programme is used to promote the company’s “aligned “ services to 3rd party providers such as lawyers, movers, valuers, insurers, utility providers, etc., positioning LJ Hooker to be a one-stop-shop for all home/selling and renting transactions;
• The program was extended to 1200 real estate staff across 100 offices in New Zealand in 2006.

Award Type: Circle of Excellence Award

Award Date: 2008