Scaling a Real Estate Ecosystem
As part of the Keller Williams innovation initiative, I led the design strategy for a dual-funnel ecosystem aimed at accelerating the "Cash Offer" transaction process. My work focused on two critical touchpoints: a high-conversion, agent-centric landing page for homeowners and a streamlined mobile onboarding suite for third-party contractors. By balancing aspirational marketing with rigorous B2B functional design, I helped create a seamless bridge between local service providers, real estate agents, and the homeowners they serve.
Strategy: Humanizing the Cash Offer
In the competitive real estate market, a "Cash Offer" is a powerful tool, but it can often feel clinical or intimidating to a homeowner. My strategy for Keller Williams was to bridge this gap by creating a personalized, agent-centric funnel. I architected a system that allowed the technical power of the KW platform to be delivered through the trusted voice of the individual agent. By focusing on "Aspirational Accessibility," we transformed a complex financial product into a clear, inviting path to homeownership.
Landing Page: The Lead Generation Engine
The primary objective was to build a high-conversion landing page that served two masters: the corporate brand and the local agent. I designed a modular architecture that integrated a customizable "Agent Bar," allowing for personal branding without breaking the high-fidelity UI of the parent company.
Conversion-First Hierarchy: I developed a content flow—How it Works, Benefits, and Why KW—that systematically dismantles user hesitation.
Visual Trust: By utilizing a clean, modern aesthetic and strategic CTA placement, we created a frictionless lead-capture environment designed to turn curious visitors into motivated clients.
Mobile App: The Contractor Onboarding Suite
While the landing page focused on home sellers, the mobile app was built for the backbone of the ecosystem: the contractors. I led the design for the Business Settings and Onboarding modules, creating a high-efficiency gateway for service providers to integrate into the KW network.
Streamlining Compliance: I transformed a high-friction registration process—involving tax IDs, insurance verifications, and service categories—into a step-by-step mobile flow that minimizes cognitive load.
Operational Clarity: By focusing on "Information Density with Legibility," I designed the business profile settings to give contractors total control over their digital storefront, ensuring their credentials and service areas are presented with institutional authority.
Takeaway: Designing for the Professional Ecosystem
The Keller Williams project demonstrates my ability to solve for multi-sided marketplaces. By designing a frictionless onboarding experience for contractors, I helped strengthen the supply side of the KW service ecosystem. This work highlights my expertise in taking complex, data-heavy administrative tasks and turning them into intuitive, mobile-first tools that empower small businesses to scale within a massive corporate framework.
