Why Our Original Goliath Value Proposition Was Totally Wrong (and What We Learned)
Discover the evolution of Goliath's value proposition and how it transformed to better serve real estate professionals.
Austin Beverigde
Tennessee
, Goliath Teammate
In the fast-paced world of real estate, having the right tools and data at your fingertips can make all the difference. Goliath Data set out with a mission to revolutionize how real estate operators prospect, nurture, and close deals. However, our initial value proposition needed refinement to truly meet the needs of our users. Here's how we pivoted and what we learned along the way.
Initial Challenges with Our Value Proposition
When Goliath Data first launched, our value proposition was centered around providing a comprehensive platform for real estate operators. While this was a solid foundation, it lacked the specificity and focus needed to address the unique challenges faced by different segments within the real estate industry. Our initial approach was too broad, which led to a disconnect with our audience.
Understanding the Diverse Needs of Our Users
Real estate professionals, including realtors, investors, and institutional buyers, each have distinct requirements and pain points. For instance, realtors need to connect with motivated homeowners to drive more listings and faster closings. Investors, on the other hand, are focused on surfacing sellers that fit specific buy boxes to spend less time chasing and more time closing deals. Institutional buyers require streamlined sourcing across major asset classes nationwide.
Our original value proposition didn't adequately address these nuanced needs, leading us to re-evaluate our approach.
Learning from Our Users
To refine our value proposition, we turned to our most valuable resource: our users. With over 11,000 real estate operators across the U.S. trusting Goliath, we had a wealth of insights to draw from. By engaging directly with our users, we gained a deeper understanding of their workflows, challenges, and goals.
Key Insights and Adjustments
Speed to Value: Real estate professionals need tools that are quick to implement and deliver immediate results. We streamlined our onboarding process, allowing users to get started in approximately two minutes, ensuring they can focus on what matters most—closing deals.
Real-Time Data and Insights: Our users require the freshest data to stay ahead of the competition. We enhanced our platform to provide real-time seller data updated hourly, along with real-time tracking of data shifts, so users are always the first to know.
Precision and Customization: We introduced advanced filtering options, allowing users to build precise, noise-free lists by stacking multiple filters such as location, property attributes, price, and seller intent scores.
Automated Outreach and Nurturing: To keep prospects engaged, we implemented multichannel outreach capabilities, including personalized calls, texts, and emails at scale, along with automated follow-ups and drip actions.
Refined Value Proposition
Armed with these insights, we redefined our value proposition to better align with the needs of our users. Goliath now helps real estate operators prospect, nurture, and close deals, supercharged by AI and seller intent signals. Our platform is positioned as "the smarter way to build your pipeline," offering tools that turn conversations into contracts.
Outcomes and Social Proof
The impact of our refined value proposition is evident in the outcomes experienced by our users:
Realtors: Win more listings and get to motivated sellers first, reducing the time spent prospecting.
Investors: Close more off-market deals faster, focusing on underwriting instead of marketing.
Testimonials from satisfied users, like Amber Fletcher from New Orleans, LA, who noted, "Amazing leads to solid prospects. The hit rate has blown away my traditional cold calling!" further validate the effectiveness of our approach.
Conclusion
Our journey to refine Goliath's value proposition taught us the importance of listening to our users and adapting to their needs. By focusing on speed, precision, and automation, we have created a platform that empowers real estate professionals to succeed in a competitive market. As we continue to evolve, our commitment remains steadfast: to provide the tools and insights needed to prospect, nurture, and close deals with confidence.
