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.

  1. Explain the fundamentals of how Clever works, so people have a reason to believe the savings.

  2. Segment messaging to speak to each audience and overcome objections our sales team hears on the phones.

  3. Reduce drop-offs in the sign-up flow by demonstrating more value and credibility, giving re-assurances to build trust, and setting clearer expectations.
ForHomepage and sign-up flow, message segmenting, wireframes

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.

Home page starting point

Artificial waiting screen (previous flow flashed immediately to "We found agents!")

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.

Welcome screen, now with "Why do we need this info?" expanded

Transition to user-segmenting questions

Transition from questions to savings

Final savings screen (before they get connected to the Clever sales team)

Final savings screen (for buyer audience)

Thank you page (after signup) for sellers when sales team is AVAILABLE — mobile wireframe

Thank you page for sellers when sales team is UNAVAILABLE — mobile wireframe

Thank you page (after signup) for sellers when sales team is AVAILABLE — full wireframe

Thank you page (after signup) for sellers when sales team is UNAVAILABLE