RealEstateAgents
RealEstateAgents.com needed to improve how agents complete their public profiles - one of the most critical conversion points in their CRM.
We redesigned the Profile Builder experience, turning it into an interactive, client-facing preview that encourages trust, clarity, and action.
Completed agent profile
Result
The redesigned Profile Wizard significantly boosted profile completion rates, leading to higher conversion for individual agents and an overall increase in business performance across the platform.
Identifying the Gaps in Profile Completion
We began with stakeholder interviews to uncover friction points and conducted a full UX audit of the legacy profile builder. It quickly became clear why agents were leaving their profiles unfinished, the experience felt like filling out a disconnected form with no immediate value or feedback.
Without visibility into how their profile would appear to clients, many agents didn’t see the payoff. Profile completion became a box-ticking task rather than an opportunity to earn trust.
Visual checklist and quality tips guide agents toward a fully completed, high-converting profile.
Each profile section opens in a dedicated modal to reduce overwhelm and help agents stay on task
Real-time feedback on required fields
Designing with Empathy
To address this, we reframed the entire experience. Instead of a traditional form, we designed a live, editable preview of the agent’s public profile, so agents could immediately see what their clients would see.
Each field was actionable and intuitive, with real-time feedback, inline prompts, and smart defaults for faster input.
We also introduced a visible progress bar, a checklist for earning the “Profile Complete” badge, and mobile-friendly flows for keeping profiles in good standing. What used to feel like admin work now felt like self-branding.
Mobile-optimised profile wizard
Mobile-optimised profile wizard