Transforming the REALTOR Experience Online

The AA project is a customizable website template for REALTORS, providing a powerful platform to showcase properties, attract quality leads, and build trust with clients. Designed to simplify real estate marketing, it optimizes user engagement, enhances lead generation, and supports REALTORS in delivering a seamless and professional online experience.

Crafting Digital Success for REALTORS

Many REALTORS relied on traditional marketing like billboards and newspaper ads to attract clients. As the industry moved online, their websites failed to deliver. Inefficient layouts, unappealing aesthetics, and lacking user focus left potential clients frustrated and disengaged.

AA, a Canadian company specializing in digital solutions for REALTORS, recognized the need for change. Their mission was clear: create a website solution that enhanced REALTORS’ online presence, built trust, simplified the client journey, and delivered measurable results.

My Role

As the UX/UI Lead Designer, I was responsible for the overall design strategy, wireframing, prototyping, final interface design and development.

    • UX/UI Lead Designe
    • WordPress Developer

Designing a Scalable, Human-Centered Solution

My role was to design a reusable website template that would serve as a bridge between REALTORS and their clients. The product needed to inspire trust, guide users effortlessly, and convert visits into leads. It had to be scalable, customizable, and optimized for continuous improvement, ensuring it met diverse needs while driving tangible results.

Product Users

The product was designed for REALTORS looking to elevate their online presence and for their clients—buyers and sellers—who needed a seamless, supportive, and trustworthy experience throughout their journey.:

  • REALTORS: Direct clients of the product.
  • Home Buyers: End users of REALTOR websites.
  • Home Sellers: End users of REALTOR websites.

Designing with Empathy and Strategy

The process began with listening. Through interviews with REALTORS, I uncovered their frustrations: Potential clients often felt lost on poorly designed websites that lacked straightforward navigation and trust signals. Buyers wanted clarity and guidance, while sellers sought reassurance. Both groups needed an experience that felt personal and supportive.

With these insights, I crafted a design that prioritized trust and usability. Buyer personas and journey maps informed key decisions, ensuring the site addressed critical user needs. To make the experience more engaging, I focused on storytelling—using REALTOR advice, videos, and success stories to foster a personal connection.

I created free downloadable guides and checklists to empower users and support lead generation. Every design aspect, including navigation and visuals, was optimized for SEO to enhance search visibility.

Product Finals

I brought the vision to life and tested the prototype with the AA team and a REALTOR mentor. Their feedback shaped the final touches, ensuring the design was intuitive and effective. The blueprint was then built in WordPress, making it scalable and adaptable to each REALTOR’s brand and voice.

Responsive design​

A Template That Delivered Results

The new website template significantly improved REALTORS’ online presence. Clients spent more time exploring resources, downloaded valuable guides, and engaged with REALTORS meaningfully.

One success story came from Shannon, a residential REALTOR. Within three months of implementing the template, she saw a 60% increase in client inquiries. Her site’s clarity and helpful resources earned consistent praise from users, who felt more prepared and confident.

Overall, the solution achieved

Beyond numbers, the template fostered emotional connections. Users described the experience as “stress-free,” REALTORS appreciated how the design reflected their values and expertise. One REALTOR remarked, “My website now feels like a true extension of me. It’s not just a tool—it tells my story.”

77%

increase in Google search appearances, boosting organic traffic.

200%

improvement in resource downloads, driving engagement.

14x

increase in leads, with significantly improved lead quality.

8.9x

return on investment, validating its effectiveness.

Final Reflexions: Human-Centered Design in Action

This project wasn’t about creating just another website but transforming how REALTORS connect with their clients. By prioritizing empathy and usability, the design bridged gaps built trust, and enhanced the client experience. Every detail reflected a commitment to making complex processes feel personal and approachable, from intuitive navigation to trust-building resources.

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