With 55 million visits per month, and 1.2 million listings, Immobiliare.it is the #1 property portal in Italy. Alessio Cantoro, the CMO of Immobiliare.it Group, explains how Immobiliare.it became the market leader thanks to huge marketing and technology investments, and how iovox helped along the way.

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#1
Property
Portal in Italy
55M
Visits per
Month
1.2M
Property
Listings
90%
Italian Agents
use Service
Customer Case Study
INTERVIEW WITH:
Alessio Cantoro
Chief Marketing Officer
Immobiliare.it
JUNE 2020

2. Q. Tell us about Immobiliare.
Today, Immobiliare.it is the leading property portal in Italy, with more than 55M
visits per month, website and apps. We work with approx. 22,000 real estate
agencies which represent more than 90% of all professionals in Italy. More than
1.2M listings are published on the portal both by agencies and private users.
Immobiliare.it's network includes Trovacasa.net (4th largest player in Italian
market in terms of traffic), MioAffitto.it (rentals) and Nuovecostuzioni.it (new
buildings). Agencies that work with Immobiliare.it can publish on every portal of
the network.
Interview : Overview
ALESSIO CANTORO
CMO, Immobiliare.it
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3. I joined Immobiliare.it in December 2014 as Marketing
Manager after working for Expedia Group and Accenture
Consulting. Today I am the CMO of Immobiliare.it Group.
During these years I hired and created a strong marketing
team which today is strategic for the company as it’s
responsible for all aspects relating to advertising, analytics
and business intelligence, and also supporting other
business units, such as Product, Sales and IT.
Marketing processes and
decisions are 100% internal:
no agencies, no intermediation,
just a strong group of
passionate and motivated
people who walk every day in
the same direction.
Q. What is your role in the company?
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The company was founded in 2005 with the brand Eurekasa.it - which later
became Immobiliare.it. With more than 300 professionals and offices in Milan
and Rome, Immobiliare.it has become the market leader thanks to huge
marketing and technology investments.

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Q. What challenges were you facing that
led you to explore call tracking and what
were your goals from such a program?
Our main goal was to help real estate agents (our customers) in their daily work
but also for them to see the value of our business in helping them with sales.
Before call tracking, we could only collect in our systems the emails users sent
to agents, giving them the opportunity to analyze and manage the
communications. This was only one part of the value Immobiliare.it provided to
professionals since a user could contact them through the portal sending emails
or by calling.
Interview : Challenge
In other words, we were
creating value for our
customers by generating calls
but not getting any of the
credit since we didn’t have a
way to prove the calls came
from our efforts.
We decided to implement a call tracking system with the aim of providing a
better service to the agencies and to show them all requests, without paying so
much attention to the type of contact, whether it was a call or an email.

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Q. What led you to choose iovox?
At Immobiliare.it we usually prefer an “internal development” and we love
creating solutions by ourselves. In this case, as a call tracking system is very
complex and touches dynamics totally new for us, we decided to externalize the
job and find a top partner.
More than 3 years ago, after a quick scouting, we understood iovox was one of
the biggest companies in Europe providing the service we needed. The
relationship between our companies was immediately focused on our needs,
with an excellent commercial (in the first phase) and technical (in the following
project phases) approach. This convinced us to choose iovox.
Interview : Solution
Q. How did the implementation go?
We started slowly with just a few phone numbers activated at the beginning to
prove it was viable. As time passed, we expanded the service and our needs as
consequence, and iovox supported us finding the best solutions year after year.
From a technical point of view, we decided to use the iovox API to integrate the
service in our normal workflow. Honestly, the integration was easy,
documentation was complete. The support team has demonstrated from the
beginning a commitment which always allows us to work faster and to complete
the integration in less time than expected.
The implementation of traditional call tracking with unique iovox
Numbers and features such as Call Whispers and advanced analytics
were used in support of Immobiliare’s objectives.

6. I will address two different topics: one in general and another one more
specific for iovox.
As I mentioned, one of our goals was to create more awareness among our
customers about the value we bring them every day. The iovox system allows
Immobiliare.it to make our value fully evident to the agents.
With iovox, when a user calls from our portal, a recorded voice announces that
the call comes from Immobiliare.it. All call statistics are available for the agents,
and this provides better customer management for them and a high quality of
service for us.
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Q. What are some of the benefits you
have gained from implementing the
iovox solution?
Interview : Results
So, the system from iovox has
allowed us achieve both of
our goals; improved service to
our customers and more
awareness of the value of our
platform.

7. Implementing this solution with iovox meant we had to integrate into our
complex IT structure, and work with a team which is always focused on our
needs.
We have worked hard to build a great reputation and we expect a high level
of service and support from our partners which iovox has delivered.
Once example is that iovox recently developed an internal tool to allow us to
proactively identify and address if a line has a problem. This was the result of
some support tickets we opened but they saw a better way to address the
problem.
In my opinion, this shows how the company is focused on our needs. Just as our
team is a strong group of passionate and motivated people who walk every day
in the same direction in pursuit of our goals, we see iovox being very similar in
their support of our company.
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