For marketplaces: both sides, each with its own agent.
A marketplace grows on two sides at once. An agent for buyers and an agent for sellers each work to their own brief and funnel, read where supply runs short, and judge every dollar on the transactions that follow.
The funnel, with each step’s worth
The marketplace playbook’s starting funnel. You set the worths for your business. The suggested target is first transactions under $25.
Where the numbers come from
Sign-ups and first transactions arrive through the events API, each transaction with its value. Spend is judged on first transactions.
- 1Signed up$5
- 2First transactionits transaction value, about $40
What the agents do.
- 1
Judge on the transaction
Agents steer by first transactions when there’s enough volume, and by sign-ups weighted by their worth when there isn’t.
- 2
Count what you keep
The playbook values a transaction at its full value. If you earn a fee on each one, set the worth to the fee, and agents judge spend against what you actually keep.
- 3
Nudge the first transaction
Lifecycle agents follow up with people who signed up but haven’t transacted, within your contact limits.
- 4
An agent for each side
Buyers and sellers get separate agents, each with its own brief, funnel, worths and cap. Both read your supply data, and every agent shares one limit on how often a person hears from you.
- How they’re judged
- First transactions and their value, from your own conversion events.
- How often they act
- Daily if first transactions arrive daily, weekly if they don’t.
- A good fit
- Marketplaces that grow through paid acquisition on search or social.
- Not the best fit
- Marketplaces whose growth comes mostly from sales outreach to sellers.
Supply runs short in two cities.
| When | The agents | You |
|---|---|---|
| Monday | Your supply data shows two cities where buyers outnumber listings. Buyers there search, find little, and leave without a first transaction. | Nothing needed. |
| Monday | The New Buyers agent reads the same signal and lowers its bids in those two cities, within your limits, so it stops paying for buyers there’s little to sell to. | Read it in To read. |
| Tuesday | The New Sellers agent, briefed to sign up sellers in your busiest categories, proposes moving most of one campaign’s budget to the two cities. A move that large waits for you. | Approve or decline. |
| Wednesday | Its report says it’s at its daily cap while the buyer side spends less in those cities. No agent can move budget from another or raise its own cap. | Raise the seller agent’s cap and lower the buyer agent’s, if you agree. |
| Next Monday | Each agent reports on its own funnel: new listings in the two cities from the seller side, first transactions from the buyer side. | Nothing needed. |
Show it step by step
| When | The agents | You |
|---|---|---|
| Monday | Your supply data shows two cities where buyers outnumber listings. Buyers there search, find little, and leave without a first transaction. | Nothing needed. |
| Monday | The New Buyers agent reads the same signal and lowers its bids in those two cities, within your limits, so it stops paying for buyers there’s little to sell to. | Read it in To read. |
| Tuesday | The New Sellers agent, briefed to sign up sellers in your busiest categories, proposes moving most of one campaign’s budget to the two cities. A move that large waits for you. | Approve or decline. |
| Wednesday | Its report says it’s at its daily cap while the buyer side spends less in those cities. No agent can move budget from another or raise its own cap. | Raise the seller agent’s cap and lower the buyer agent’s, if you agree. |
| Next Monday | Each agent reports on its own funnel: new listings in the two cities from the seller side, first transactions from the buyer side. | Nothing needed. |
Questions
What happens when sign-ups are cheap but nobody buys?
The agent judges on first transactions, so cheap sign-ups don’t win budget on their own.
What happens when buyers and sellers need the same budget?
Each agent has its own cap, and together they stay under the company’s caps. Moving money from one side to the other is your decision: raise one agent’s cap and lower the other’s.
What happens when one person hears from several agents?
Every agent shares one contact policy, so the limit on how often a person hears from you holds across all of them.
Should the worth be the transaction or my fee?
Whatever a transaction is worth to you. The playbook starts with its full value. If you keep a fee, the fee is the better worth.
Can it run separate agents for buyers and sellers?
Yes. Write separate briefs, each with its own funnel, worths and target.
How often will agents act?
As often as first transactions give them evidence to act on. The pace follows your volume.
In the demo
Open the inbox in the demo (opens in a new tab)Grow both sides of your market.
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