Understanding the ZapScore

by Marissa Azzara Product Manager on ‎09-03-2015 08:19 PM - edited on ‎03-23-2017 12:12 PM by Christine Nedilsky Marketing Copywriter

Throughout Zap, you’ll find a ZapScore assigned to each of your Contacts. A ZapScore is used to represent your Contact’s online activity and engagement level so that you know how active they are and whether they’re ready for you to reach out to them.

 

 

 

How to use the ZapScore

 

You can find your Contact’s ZapScore to the right of their name in your Dashboard. You’ll see a ranking or a number in a circle, and the color of the circle will vary depending on your Contact’s activity level.

 

ZapScorechanged.png

 

  • A bright green circle with "Very High" or a number between 100 and 80 indicates that your Contact has shown very high activity. This Contact is in the top 20% of all active Contacts on your platform.

 

  • A dark green circle with "High" or a number between 79 and 60 indicates that your Contact has shown high activity. This Contact is between the 79th and 60th percentile for all active Contacts on your platform.

 

  • A yellow circle with "Moderate" or a number between 59 and 40 indicates that your Contact has shown moderate activity. This Contact is between the 59th and 40th percentile for all active Contacts on your platform.

 

  • A dark red circle with "Low" or a number between 39 and 20 indicates that your Contact has shown low activity. This Contact is in the bottom 40% of active Contacts on your platform.

 

  • A bright red circle with "Very Low" or a number under 20 indicates that your Contact has shown very low activity.  This Contact is in the bottom 20% of active Contacts on your platform.

 

  • A grey circle with N/A indicates that your Contact has not been active in the last 60 days.

Use the ZapScore to find and contact the people who are most active and ready to hear from you.

 

 

How the ZapScore is calculated

 

The ZapScore algorithm is based on 15 years of consumer and real estate transaction data. It summarizes your Contact’s activity data into a ranking or a number that serves as a strong indicator of their level of interest at a given time.

 

Your Contacts are all scored against each other – someone with a ZapScore of "Very High" is in the top 80% of active Contacts for your platform. This means that if you have a very small platform, the Contacts who have a high score are more active than those with a low score, but the predictive qualities are lessened because Zap is only scoring against those few individuals in your platform. The ZapScore’s predictive qualities improve as you expand your platform – with a large number of contacts (300 or more), this scoring becomes much more effective in helping you prioritize where to focus your attention. 

 

Once you have 100 active Contacts (they've been active within the last 60 days), your Contacts will show a ZapScore of 0 to 99.

 

Your Contact’s ZapScore is updated daily based on their activity, but not every action is weighted equally.

 

  • Actions such as requesting information, viewing an agent’s profile, and opening an agent’s emails are all given different scoring values, based on how much customer interest the action indicates. For example, requesting information about a property gets scored more highly than viewing a property’s details page.
  • More recent activities are given more weight in terms of scoring – if your Contact saved a home yesterday, that action will boost their ZapScore more than saving a home three weeks ago.

 

ZapScore details 1.png 

 

 

How to see ZapScore details

 

Hover over (or tap on mobile) the ZapScore in order to see more specific details about your Contact’s activity. You’ll see a quick summary of details such as the number of homes they’ve saved recently, home detail pages they’ve viewed, requests for information, and other actions that indicate their online activity and potential likeliness to transact.

 

ZapScore details 2.png

Marissa Azzara March 23, 2017