Conrad was a realtor based in Salisbury, Maryland, working for ERA Martin. He wanted a site of his own that distinguished him from other realtors in the community. Liking a simple and non-complicated design, he wanted something fresh and modern – a big difference from others in the area who had sites just geared towards home advertisements. He also required a full collateral done, including logo, website, social media creation/maintenance, video and photography work.

Working with Conrad to define his goals, one thing that stood out most was, he wanted something unique and goes beyond just the listing experience. He had definite ideas but was hard pressed to explain them in design terms, so we found a way for him to convey his goals in very initiative descriptors.

The Core Goals

Attract buyers and sellers.
Move properties quickly to help attract both.
Form a lifelong commitment with clients — beyond closing.
Simplistic but modern brand and design that was easily identifiable.
Provide a full service listing that doesn’t favor one local vendor over another.
Boost engagement via social media.

Competitive Analysis

Looking at other realtor sites, I found they mostly shared a common theme: Property Listings.

Property Listings containing the following:

Images of interior/exteriors
Square footage
Price
Representations
MLS Listing Information
- Tax History
- Sale History

…but nothing stood out as different or reflective of the type of services the competitors offered over each other.

While all had similar real estate jargon, some competitors obviously spent more time and resources on their sites than others. Some utilized pre-fabricated sites while others had a more customized aesthetic.

The Client Survey

Utilizing Facebook, I conducted a month-long survey on Conrad’s business page to gather the information I needed to accomplish his main goals. By surveying current and potential clients, I found they were very interested in post closing resources, especially when moving to a new area. I found through industry research, this is the one thing many realtors miss in their site experiences.

I began to research the local area for services such as electricians, plumbers, exterminators as well as the usual electricity, gas and cable companies. I created an idea for a tabbed list where categories were easy to locate and recommendations were found on Google and Facebook through customer reviews. This resource list provided a unique add-on no one else had used before.

I remember when I moved here from NC, it was a nightmare just finding a plumber here. Usually realtors aren’t too forthcoming with helping with stuff like that, so it would be nice for him (Conrad) to offer it… I definitely would’ve remembered it when I was a first time buyer…

A Buyer

The Approach

The solution went through several iterations before the final iteration was agreed upon. The “less was more” approach would give clients an easy-to-use interface, while giving Conrad the modern, simple design aesthetic he desired. Additionally, this approach also accentuated his need for an uncomplicated, continual commitment to his clients. The best way was through utilizing Design Thinking to formulate the first sketches and build on that foundation, one stepping stone at a time until it felt done.

The Design Needs & Process

Presenting sketches to Conrad established expectations for the project. We decided nothing too complex would resonate with his client base, so the site had to appeal to a wide range of demographics. We decided on the modest approach in color and font due to the many property images competing for attention. The animation was sparse by today’s terms; however, in the Call-To-Action areas, animated movie clips of drafting house plans played subtly in the background. A crisp white was utilized so imagery popped against the blank canvas. In doing this, the real estate becomes central focus but the add-in features like the services list, were visibly prominent.

Another facet involved was the property image galleries. Giving the virtual tours through images and video walkthroughs was key in highlighting the homes’ attributes and attracting buyers to request in-person tours. The images were designed to be pop-out scrollers, coming from a mosaic compilation of featured stills. This helped increase views as reflected in Google Analytic statistics. Newly listed properties received higher traffic; however, older properties also generated views long after they were sold.

Property listings needed to have all the pertinent information, organized for highlighting the property’s key features. Therefore, information architecture was particularly important in this area and carefully thought out with some A/B testing during the development phase.

I always know it’s his property when I see that cool logo…

— A Buyer

Conrad’s logo design was a minimalistic version of his initials, framed in a unique monogram. Once again, it mimicked the uncomplicated aesthetic listed in our project goals.

The Results

Successful completion and more business attracted! 90% of our test volunteers found Conrad’s site easy to navigate, fun to watch and more informative than his competitors. The resource feature also was cited to inspired new sellers to retain Conrad because they believed him to be thoughtful about their selling experience.

After the site launch, Conrad’s clientele picked up substantially, which fulfilled his ultimate goal for the entire rebranding project.

“By showing new homeowners the resources they need when moving, Conrad shows he cares about more than just making the sale… he wants to develop long term relationships with people in our community… He’s looking to make lasting clients relationships…”

— Anonymous Tester