IDX System Implementation for Real Estate Agents
Optimized IDX system that help realtors to showcase live property views on their websites
#LeadGeneration
#Web
#DataInformation
Scope
Duration
3 months
Role
Product Designer
Team
1 PM, 2 Engineers
Tools
XD, Airtable
Disciplines
Business strategy, UX research, Product design
Overview
As a Product Designer at ONIKON, a marketing company, I built and iterated a new IDX system that helps realtors see live properties, integrating seamlessly with their website and branding design. This project resulted in a new revenue stream through a subscription-based service, smoothly incorporated into our website design offerings.
I developed guidelines that serve as the foundation for designing data information. Utilizing this guideline, the white-label IDX system has been implemented into over 100 different clients' websites. The objective extended beyond providing a solution; it aimed to elevate the overall user experience for both real estate agents and their clients.
Collaborating with the PM, we aimed to enhance design consistency and introduce marketing tools (lead generation forms).
Impact on Business ✨
Converted 17% of clients from competitors within the first 3 months of beta launch
Resulting in 51 out of 300 realtors making the switch
Created a new revenue stream with a subscription-based service
IDX Implementation + Website Design
Challenges
Insights from Research
I conducted competitor benchmarking to identify common patterns, and how they designed key features. Following this, the PM and I had in-depth interviews with our 10 loyal agents and their potential clients. I was able to observe how they interacted and how they used the competitors' platforms during the interview. After the design had started, we did a POC test with our real clients' websites. Through our research, we discovered that website visitors emphasize two main factors below:
1
Have a quick & qualitative home search experience
2
Reduce unpleasant moment via lead capture form
Research Methods
Competitor Benchmarking, In-depth interviews with 10 loyal agents, as well as potential buyers and sellers
How it works
Product Goal
Provide an exceptional home search experience for visitors
Minimize unpleasant moments in the lead capture process
Informed by user insights, we aligned product goals with our overarching business objective: Generate new revenue by crafting our own white label platform and maximize lead capture opportunities.
Search by Map
Home Search Experience
Foresee results before taking action; meet user’s expectations on the map
Developed components aiding users as they navigate the map. Created intuitive icons for quick identification of housing types. Designed color-coded marker clusters for density identification. Prioritized information on the detail page based on user preferences.
Competitor
New Apporach
Problem A
Limited Information Display
The third-party A system lacked flexibility, offering only basic details due to restricted MLS feed access. This put us at a disadvantage against competitors with more comprehensive data.
Problem B
Overwhelming Information
The third-party B, despite providing full MLS data, overwhelmed users with unnecessary details. Navigating through it hinders the user experience and potentially discourages engagement.
Detail page
Home Search Experience
Prioritized information on the detail page;
In the past, our detail page, crucial for lead capture, faced challenges due to third-party software. Problems included restricted MLS feed access and information overload, depending on the third-party's MLS access level.
Then, what are users looking for on detail page?
Price & Location
Strong Visionary Attributes
Detailed Essential Info
More Valuable Info
01
02
03
Detail page
Home Search Experience
We surveyed 15 users, identifying key elements crucial to their experience. Users prioritize information on the detail page in the following order: photos, bed and bath details, taxes, strata fees, built year, and more. Additionally, users emphasize visionary aspects like videos, floor plans, and 3D walkthroughs.
01
02
03
03
Strong Visionary Attributes
Refined Essential Info
Video,Floor Plan, 3D Virtual Tour
Sold History with CTA
By aligning our design with user preferences, we not only addressed usability concerns but also optimized the detail page for a more intuitive and engaging home search experience.
1
Addressing Price Evaluation Struggles
Developed a new feature using data to provide buyers with information about similar and nearby listings. Empowered users to make informed purchase decisions by facilitating a clearer understanding of property values.
2
Prioritization and Organization
Organized information on the detail page based on users' preferences. Enhanced the user experience by presenting information in a structured manner.
3
Strategic Placement of CTA Button
Placed the Call-to-Action (CTA) button at the end of the page, strategically paired with the "sold history" information feature.
Before
After
Problem
Ambiguous Sign-Up Benefits
Signing Up
Lead capture form
Reduce forced Signing Up
During the development phase, users frequently expressed dissatisfaction with other providers, highlighting that they were asked to sign up without clear knowledge of the information they would receive.
Signing Up
Lead capture form
Show benefits in advance
To counter this issue, I redesigned our lead capture form that displays three slides showcasing the benefits of signing up right next to the sign-up form. This visual enhancement ensures users have a clear understanding of the valuable information they'll receive, making the process more engaging and transparent.
Before
After
Component Usage Guidelines
In order to guarantee consistency and align with our clients' unique branding designs, I crafted a component usage guideline. This guideline serves as the foundation for maintaining a standardized design across our white-label product, ensuring a cohesive and visually aligned experience for users across multiple websites.
Next Steps
📊 Realtor Dashboard Activation
Activate the Realtor Dashboard for seamless lead management and analytics.
🛠️ Property Management Integration
Integrate property management features, allowing realtors to upload, edit, and manage properties directly.
🎯 Objective
Build a user-friendly ecosystem, enhancing both visitor experience and realtor efficiency in lead management.
