Creating a world-class new agent onboarding experience
To say that Parker Dunahay is obsessed with new agent onboarding experience is an understatement.
As the Vice President of Agent Experience at eXp Realty, Parker is in charge of designing the onboarding experience from when an agent first becomes interested in eXp through their time joining as a full-time employee at the company. This includes running new agent orientation and their enterprise mentorship program.
However, that’s no easy feat when your company is growing as fast as eXp, which is now the third-largest real estate brokerage in North America.
In fact, in 2019, they had 20,000 agents worldwide. By the end of 2021, they had over 70,000 agents operating in 22 countries.
Adding upwards of 5,000 new agents some months and 50,000 new agents in under two years, the company faced some serious scaling challenges.
Namely, their new agent onboarding experience couldn’t keep up. The amount of time that Parker and her team were spending sending lengthy, back-and-forth emails with tons of links to new agents was unsustainable. Not to mention, it left a lot of room for human error and frustration for new agents.
“We have proprietary software that takes an agent through data collection so that we can license and transfer them,” says Parker. “We collect a bunch of information from them, and then we go to their state, transfer their license, and then make them an active agent at eXp.”
“But this proprietary software has never been plug-and-play for the business unit. What we were doing before Glide was sending a ton of really long emails with links to everything. It was overwhelming to the agent. We were doing the best we could with emails, and that just wasn't cutting it.”
Worse, the overwhelming and frustrating onboarding process was starting to affect eXp’s Agent Net Promoter Scores (ANPS).
Parker knew she needed to come up with a better solution.
“I first stumbled across Glide years ago,” says Parker. “And then, I discovered that two other folks at eXp were using it for sharing org charts.”
Building the eXp Realty new agent onboarding app in Glide
Parker worked with her two colleagues to build a better org chart in Glide since their existing one in Facebook Workspace wasn’t user-friendly for new agents.
“Because eXp's org chart is internal and built on Facebook Workplace, it's very clinical in nature,” explains Parker. “It's not sortable by state or user-friendly for the agent. You have to know the person’s name, not their role or where they work or what they work on, to find anything. So three of us found Glide to deliver a searchable org chart to agents.”
Once they saw traction with this searchable, simple org chart built using Glide, Parker set on the much bigger project of overhauling the new agent onboarding experience to address their two most persistent issues: knowing who to reach out to and what they’re supposed to be doing.
“We're a virtual company, so agents don't come into the office and sit with someone who hands them a paper checklist and says, ‘Here, go do all these things.’”
To solve this problem, Parker built a Glide Page that allows new agents to register for their state and complete a check-listed series of onboarding steps.
As new agents are going through this process, they also have access to all of the key contacts for their area and a full profile for each one.
“So, now we give them this Glide Page that’s searchable by topic. Now if they have a question during onboarding, they know exactly who to go talk to.”
This empowers new agents with all of the information they need upfront to be successful.
“It's helped build relationships and get settled in without wasting any time.”
As a result of introducing the new Glide onboarding app, agent satisfaction with eXp has substantially improved, as measured by an increase in their ANPS score by more than 5 points to 70 (industry best).
“Everybody who clicks through to the Glide app, both existing agents and new agents, are like, ‘This is amazing,’ says Parker. “Actually, one of our most influential agents begged us to rebuild Glide strictly for our commercial agents.”
Turning her vision into an app without writing any code
Parker loves that she is able to take the vision she has in her head and build things in Glide without having to write any code. She was able to create the original org chart in Glide in no time whatsoever.
In addition, she appreciates how open and adaptable the Glide team is.