Reali is the first in the real estate industry - and the app is the only one of its kind - to service home buyers and sellers in a single app with full support from licensed real estate agents. Reali Sellers can save an average of 2 weeks to get to market when compared to traditional real estate companies, saving them hours as they can quickly find their agent, initiate contact and kick off the home selling process in just a few clicks with the Reali App. The app is available today on iOS and Android.
During the 1st few months at Reali my role was to design our internal agent tool (Echo) from from the ground up. After the successful launch of Echo, I was given the opportunity to lead design for our sellers mobile app (iOS & Android). During my time, I was able to launch 2 mobile apps and 2 responsive web apps. More details about the following project are available during a portfolio review.
The home selling process is not intuitive. Even for sellers who have sold their home before, the process is confusing and daunting.
Our measures of success included CMA requests through app, listing presentation requests, DAU, MAU, and number of users switching between the buy and sell side of the app.
Over a timeframe of 2 weeks we conducted research to better understand sellers needs and wants. Our goal was to understand what influences sellers when deciding when to sell, what matters most when selecting an agent/broker, and major pains/successes while going through the process.
Our methodology included:
- Competitive research
- Stakeholder interviews
- Seller interviews
- Buyer interviews
- Buyer observations (using usertesting.com)
- Card sorts
- Surveys (internal & panel using Pollfish)
We mapped out the sellers journey to help us zero in on root causes and uncover underlying insights.
1st we wanted to understand how our competitors are using technology. We discovered that our competition is buyer focused and discovery focused. Sellers are a secondary CTA. There's also a lot of friction before delivering any value to the customer. Every competitor required scheduled phone calls, texting, or emailing back and forth before delivering value. Our competition also lacks seller technology and have an array of offerings (home trade, FSBO, pre-listings, etc).
We learned a lot about what customers want when selling their home. Home sellers are savvy and have done plenty of research online before contacting agents/brokers. Our customers come to use primarily because of the cost of service, a large percentage consider FSBO soon realizing, instead of realtor fees, they would have to pay lawyer fees to process the transaction. Sellers don't understand what the agent is doing for the large fee they are charging. We discovered, that even if the seller did not list with us, they believed in our mission. At the end of the day sellers want a few things. They want to sell their home fast and for the highest price possible, data, local expertise, and more communication.
With user insights, competitive research, journey maps, and business goals my PM & I went through a series of brainstorming and white-boarding sessions. I followed up with a series of sketches to get early feedback and validate ideas.
Our initial wireframes had 3 different directions. We used usertesting.com to gather quick feedback, helping us narrow down our direction.
We then gathered feedback from internal stakeholders (agents, back office support, sales) and implemented it into the designs before user testing again.
Some early feedback helped validate post MVP seller roadmap. We documented all feedback in an excel sheet.
More detail on what to expect
- Co's need to be involved early
-1st set of comps are preliminary, price can change based on condition of the home
More detail in general
- Where is the market data?
- Agent expertise
- Agent experience
- What happens on the listing presentation?
- What's a CMA?
I created flowcharts to document workflows and user tasks.
- 34% growth week over week since launch (rolling average)
- 32% growth week over week since launch (rolling average)
Get the app and walk through the sellers journey. Use Mailinator.com and create a fake test email address to sign up to avoid sales calls.
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