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G5 scores real estate marketing leads with H2O Driverless AI at over 95% accuracy, connecting leasing agents to qualified leads 85% of the time, up from 14%.
Through the Intelligent Marketing Cloud, G5 helps customers optimize advertising and lead management to increase marketing efficiency and effectiveness. With a small product team, the pace of model creation, optimization and deployment became a barrier to innovation.
“AI to do AI is absolutely a watershed moment in our industry.”Martin SteinChief Product Officer
G5 found that only 14% of its call leads were productive, one in seven, which drove low agent job satisfaction, high turnover, and weak conversion. Machine learning could surface the stronger leads, but G5's product team of statisticians and behavioral scientists had no dedicated data science resources to build and deploy the models.
G5 knew machine learning could identify the stronger leads more likely to convert. But its product team of statisticians and behavioral scientists had no dedicated data science resources, and a from-scratch build risked being slow, expensive, and a barrier to innovation.
G5 built training sets of 100,000 lead call transcripts and their scores, stored on Amazon S3 with compute on Amazon EC2. It used H2O Word2Vec to turn the transcripts into a feature table, then H2O Driverless AI to automatically engineer features, tune, and train the model, raising lead-identification accuracy with each pass.
To put results in front of leasing agents, G5 ran the models on AWS Lambda through Driverless AI's MOJO scoring pipelines, a low-latency way to deploy and score at production scale. Model complexity stayed hidden from agents, who simply received a ranked list of high-value leads to call.
Lead scoring accuracy climbed to over 95%, and leasing agents now connect with qualified leads 85% of the time, up from the previous 14% benchmark. Feature engineering and model tuning time dropped 80%, and accuracy improved six times over traditional lead follow-up.
With models built and deployed this fast, G5's product team estimates it delivers the work of two additional senior technical staff with no dedicated data science or deployment resources. One G5 customer saved over $500,000 a year.
“About 90% of the leads we generate are call based. With intelligent scoring powered by H2O Driverless AI and H2O Word2Vec, we can accurately identify high quality leads from phone calls faster than ever before.”Martin SteinChief Product Officer, G5
G5, a RealPage company, is an end-to-end digital marketing platform built specifically for multifamily, self storage, and senior living. It brings digital advertising, SEO, websites, listings, and reputation management into one performance-driven system for real estate marketers.
By analyzing more than 400 million renter journeys and acting on them with AI and automation, G5 improves lead quality, lowers cost per conversion, and increases occupancy. It is trusted by more than 8,300 properties across the U.S. and Canada. More at https://www.getg5.com/about/.