Hire Mike Rice, — World-famous Copywriter. Sort of.
Clever Real Estate
Goal: Though only live for under two years, the Clever website had already grown into a Frankenstein of messages, offers, and more — targeting every user at once, thus no users at all. We challenged ourselves to rethink both the home page and sign-up flow with our specific home-seller and home-buyer target audiences in mind.
- Explain the fundamentals of how Clever works, so people have a reason to believe the savings.
- Segment messaging to speak to each audience and overcome objections our sales team hears on the phones.
- Reduce drop-offs in the sign-up flow by demonstrating more value and credibility, giving re-assurances to build trust, and setting clearer expectations.

Full homepage, seller tabs

Full homepage, buyer tabs
Demo video — NOTE: Zip code field does not appear on Welcome screen in final build. Demonstrated here for a fringe case where users don't enter their zip code upfront.
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Home page starting point
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Artificial waiting screen (previous flow flashed immediately to "We found agents!")
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Welcome/Sign up screen — moving the hard asks to the front adding re-assurances, while also featuring a 1-2-3 progress bar to both orient user and reinforce the benefits of signing up.
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Welcome screen, now with "Why do we need this info?" expanded
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Transition to user-segmenting questions
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Transition from questions to savings
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Final savings screen (before they get connected to the Clever sales team)
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Final savings screen (for buyer audience)
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Thank you page (after signup) for sellers when sales team is AVAILABLE — mobile wireframe
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Thank you page for sellers when sales team is UNAVAILABLE — mobile wireframe
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Thank you page (after signup) for sellers when sales team is AVAILABLE — full wireframe
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Thank you page (after signup) for sellers when sales team is UNAVAILABLE
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Clever Landing Page Template