Cultivating a B2B brand relationship takes effort. As the gatekeepers of home buying and selling - the reputation of a real estate agent is gold in an industry that thrives on word of mouth.
Brand perception of Rocket Mortgage as the bigger competition overshadowed the B2B landscape, so qualitative research uncovered a key user insight: agents want to be the hero of the transaction, even if they don't actually touch every step. Earning their respect as a partner takes transparency, consistency and trust.
After the soft launch of Rocket Pro Insight and Rocket Pro Originate in 2020-2021, product adoption was slow to rise - meeting the needs and expectations of agents nationwide required a different approach to relate to their perspective.