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The background

<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/84481b74-30a0-4e90-bc3f-e87a0ede22cf/a92bb1a0-9193-436c-b3b9-99ebb668b31e/icon-tldr.svg" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/84481b74-30a0-4e90-bc3f-e87a0ede22cf/a92bb1a0-9193-436c-b3b9-99ebb668b31e/icon-tldr.svg" width="40px" /> Realtor.com’s Agent enrollment experience had not been updated or redesigned since its initial implementation under Opcity.

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After a brokerage entered into Opcity’s referral program, their agents were invited to a web-based setup flow to create their individual accounts in order to start receiving real estate leads. However, under the existing program, agents needed to prove they were qualified to work the leads that Opcity would provide through a series of questions regarding their experience and expertise. If an agent did not have enough experience to qualify for the program, they were outright rejected. This experience felt harsh and was in desperate need of a design and marketing overhaul.

The challenge

<aside> <img src="https://prod-files-secure.s3.us-west-2.amazonaws.com/84481b74-30a0-4e90-bc3f-e87a0ede22cf/a92bb1a0-9193-436c-b3b9-99ebb668b31e/icon-tldr.svg" alt="https://prod-files-secure.s3.us-west-2.amazonaws.com/84481b74-30a0-4e90-bc3f-e87a0ede22cf/a92bb1a0-9193-436c-b3b9-99ebb668b31e/icon-tldr.svg" width="40px" /> The experience needed to be redesigned to not only be consistent with the new Realtor.com branding, but also needed to create a better first experience for new agents in order to set them up for success

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A number of issues were identified as needing to be addressed in the redesign:

• The landing page for enrollment did not contain a sufficient introduction or overview of the referral program
• The copy and design felt harsh and uninviting
• The enrollment questionnaire was exclusionary for new or inexperienced agents with little room or invitation for later participation
• The experience was not responsive for a variety of device sizes
• Upon completing enrollment, agents did not have a sufficient education on how to utilize the platform, and therefore were not successfully receiving and managing leads

The ultimate goal

<aside> 🎯 Create a more inviting and informative enrollment flow that was consistent with the Realtor.com branding

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The Invitation

The first touchpoint for agents invited to this program from their brokerage would be an email. We wanted to make sure that we made a good first impression on the agent and gave them an initial idea of what they were be invited to participate in.

The Landing Page

The existing experience landed agents directly into a qualifying questionnaire without any context as to why they should want to participate in the program. The first order of business was to design a brand new landing page to provide a more welcoming introduction and overview of the program.