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Success Story: "Nightmare" Breakup Leads to Happy Ending

January 09 2020

This week's Success Story has a plotline like a romantic comedy: it involves a breakup, the realization of a mistake, and a happy ending.

Our hero in this week's story is Veronica Figueroa, leader of top Orlando real estate team The Figueroa Team. Find out how she met her ideal real estate match, what happened when she left that real estate platform to try something new, and how a reunion got her business back on track.

Playing the Field

Veronica partnered with real estate CRM and marketing platform BoomTown in 2012. After five years, she decided to leave BoomTown to try something new—and to make sure she was providing her team with the best technology possible.

At the time, she was seeing new features, like text message marketing, crop up in other CRMs across the industry. But communication is important in any relationship, and rather than checking to see if these new features were in development at BoomTown (which they were), she moved her team to a new platform. In fact, BoomTown had recently released two game-changing new features. Success Assurance offers the perfect mix of tools and services to handle lead generation, expert lead qualification, and lead management, serving conversation-ready prospects to agents. Additionally, Marketing Central allows clients to generate more leads and listing opportunities through a self-serve advertising portal.

"I didn't dive deep enough to say, 'When is it coming? How do we make this still a part of our future even though we don't have it now?' I was impatient. I fell victim to just chasing that shiny object," she says.

The Grass Isn't Always Greener

Unfortunately for Veronica's bottom line, those shiny objects didn't do her team any favors. Rather than the 500-600 transactions they typically completed in a year, The Figueroa Team plateaued at just 300-350 transactions after the technology change.

"I didn't realize how much we damaged our business by making the switch. I mean, it meant removing everyone off our website—people that we have been nurturing for so many years. It meant disrupting my team. It meant losing the opportunity to stay connected with consumers—trying to shift them over to another platform," she says.

Not only that, Veronica couldn't help but compare the new platform to her ex-platform—and the comparison didn't leave the new platform looking so good. "I was basically measuring them to the standard of BoomTown and that's when I knew instantly. This is a nightmare," she says. "We could have done so much more, and how many lives could we have impacted? How many more careers could we have helped if we would have stayed put?"

Returning "Home" to the Right Partner

"Partner" is the key word in Veronica's reunion with BoomTown. Rather than just being a useful technology tool, BoomTown acts as a partner that offers support services, success management, coaching, and more.

"That's why we chose to go back to BoomTown. We knew we needed a system we trusted. We needed to feel protected and safe in that area of our business with our team, making sure that business was just flowing naturally, organically with the new changes that we were going to make," Veronica says.

"I guess I felt like I had to be doing something new and fresh at all times, but I realized that can be a part of our business, but it can't be a part of disrupting our systems, because our systems are the foundation of our business. We came back to BoomTown because BoomTown was a solution for me to be able to run my business with ease, and for me BoomTown is home."

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