Welcome home.
Keller Wiliams Realty International is transforming the real estate business. The KWX (Keller Williams Experience) ecosystem is a suite of offerings that supports customers throughout their buying, selling and homeownership journeys.
Team
3 Product Designers
35 Engineers
4 Product Managers
1 Product Marketing Manager
Role
Lead Product Designer
Design Manager
Research
Strategy and Planning
HCD/Design Thinking Facilitator
Challenge
Of the 180,000 KW agents and only 22,000 make a living as a real estate agent. Agents have to have 8-10 transactions a year in order to make a living. On average, people buy a new home on average every 7 years and only 20% of people retain the relationship with their real estate agent. There’s an average of 33 touchpoints between agents and clients per year in order to nurture and maintain the relationship.
Keller Home: Ready-for-sold
Background
Home value negotiation is a critical part of the home buying experience. On average sellers spend 10% of the home’s value to get their home ready to be sold. This includes basic tasks such as cleaning up de-cluttering, landscaping, etc. The seller’s agent provides a Ready-for-sold task list so that the home can have the maximum potential sale price while being sold as quickly as possible.
Challenge
Sellers will typically lose approximately $17,000 as part of the negotiation process as a result of not maintaining a home and not completing the Ready-for-sold tasks provided by their agent.
Agents do not receive a revenue split based on the amount of work they put in to create the Ready-for-sold list.
Goal
• Maximize their home’s potential sale price
• Sell the home as quickly as possible
• Provide agents with another opportunity to make money outside of the transaction for the work they are performing
• Create a digital Ready-for-sold experience that works seamlessly between the client and agent and leverages the Keller Home Pro marketplace
Connect with vendor flow
Connect with vendor wireframes
Home sweet home
The solution we created puts trusted and agent-recommended vendors at the Seller’s fingertips. They now can see what projects will have the most impact on their home’s value, what they entail, and recommended vendors for the job. They can also manage and track all of their projects. Agents can now be compensated for their efforts and help their clients get the most for their homes. As for homeowners, they will have an easy way to maintain the value of their homes.
POC Prototype
Result
This proof of concept prototype resulted in 16M in funding for the project. From there we were able to dedicate the entire KWX team and offshore engineering team to the Keller Home project. The MVP is slated for the end of August 2021.
Currently, K.W. spends $10B preparing homes for sale through our vendor partnership with HomeAdvisor and gets nothing. From this $10B, we would take a 15% cut, which would result in an additional $1.5B to KWX's revenue. From that $1.5B, we would share $500M with Agents.
Keller Home: Home Facts
Background
Homes will normally receive multiple bids once a home has been listed on the market given that it is perceived by a group of potential buyers as being worth the price listed. Zillow has now become the market leader in voyeurism by allowing people to view the value of their home and compare it with their neighbors before they decide to sell.
Challenge
Buyers and sellers lack insight into the overall quality of the home. They do not know the true value of the home outside of existing market conditions, they are just trying to outbid or negotiate the offers without insight into the true condition of the home.
Zillow has now become a direct threat to KW as they recently opened their own brokerage. In addition, Zillow now has an instant offer for homes where they will provide the homeowner with a cash offer. This cash offer is generally 15-20% less than the true market value of the home and does not take into consideration the condition of the home.
Goal
Reduce voyeurism that occurs on the Zillow platform by making KW have a stronger value proposition around the data related to a home that is relevant to a potential buyer
Provides Buyers and their agents with knowledge and confidence in the home they buy. Provides Sellers and agents with insight into their home's quality and value. Incentivize the homeowner to manage, maintain, and improve their home.
Create a new revenue stream for the agent beyond traditional commissions today by providing an experience exclusive to KW Agents.
Keller Covered
Background
Keller Covered is an insurance aggregator - think google flights for homeowner and renters insurance policies. Keller Covered is a simple, non-intrusive, and extremely fast way for clients to find the ideal insurance policy(s) from top-rated carriers at the lowest rates.
Challenge
Insurance is a topic that most people try to avoid and often misunderstand. It can be overwhelming and intimidating to select the right policy and coverage for your home. 73% of consumers miscalculate the amount of coverage they need. In addition, applications are typically lengthy and customers often have to rely on a licensed agent.
Goal
Provide complete transparency into the entire insurance quoting process, save users valuable time and show the lowest prices possible. Provide users with the opportunity to save up to 30%. Enable agents to start a new conversation with current & future buyers!. Instantly provide proof of Insurance for a home purchase in order to expedite the closing process.
Product improvements
Background
Keller Covered was a live product when I joined the team. My role on the project was to conduct user and A/B testing in order to make critical product improvements.
A/B tests conducted
• 3rd-party ratings and reviews from different vendors: Google reviews, Trust Pilot, Nerdwallet, bank rate
• 3rd-party ratings using the best rating from any 3rd-party source instead of singular source for all
• No ratings and reviews
• Purchase now button vs Price on Primary CTA
• Dividing e-commerce vs call for policy sections
• Moving personal information to the end of the workflow
Improvements
• Increased quote selection conversion from 25% to 65%
• Increased mobile conversion by 25% with a cleaner design and CTAs above the fold.
• Launched redesign of KC Insurance flow with the goal to increase quote view conversion
• Original conversion: 20%
• New conversion: 57%
• Goal: 51%
• Homepage redesign to convert organic traffic
• Original conversion: 10%
• New conversion: 17%
• Goal: 19%
• Industry standard: 8%
• Redesign quote results page to improve quote selection improvement
• Increased 20% conversion to 75% conversion