Agent Websites

For years, real estate agents were forced to resort to static, near-identical websites. With the new Websites experience, the core challenges were balancing personalization at scale, introducing lead generation and conversion opportunities, and creating a Website Builder powerful enough for one-click websites.

I worked with a team of four designers to define a scalable personalization system. I owned the strategy for themes and templates and later, led adoption through onboarding, while my teammates focused on the initial design system buildout and the new website builder.

Role

Product Designer – Themes & Templates, Website Builder Onboarding

Team

3 Product Designers, 4 Product Managers, 2 Architects

Platform

Command (React), Consumer (Javascript CMS & Flutter), Consumer App (Flutter)

Timeline

Q4 2025 through Q2 2026

Discovery Strategy

To ground our design decisions, I led agent interviews, competitive benchmarking, website concept testing, and cross-functional journey mapping across design, product, and research. Agents needed to spend as much time as possible building relationships, which also meant spending as little time as possible creating a website. Our immediate goal was to enable real estate agents to create marketable agent websites in one click.

Navigating Challenges

Approaching Family Reunion, Keller William’s annual agent conference, delivery pressures were beginning to increase. Between navigating trade-offs across Flutter and Brightspot and a lack of a shared language between product, design and engineering, the risk of de-scoping to generic, undifferentiated websites grew. Grounded in our research findings, which showed that inflexible websites were the primary driver of poor website adoption, I raised red flag with the design team. We built a case of increasing the scope just enough to deliver differentiated agent sites with minimal additional engineering effort, securing executive buy-in.

Designing for Scale

Three website concepts: a refreshed Classic experience, and two new Modern and Heritage directions, shaped the initial customization framework. The framework included defining clear guardrails for what agents could and couldn't edit across pages, sections, and components. It was flexible enough to be adopted across the broader KW ecosystem – agent sites, team sites, market center sites, KW Consumer and even KW Luxury all used the same framework and design system.

Outcome

As a result, thousands of lifeless real estate agent websites were transformed into professional brands practically overnight. Over 34,000 agent sites were customized in the first month post-launch, and I built upon these foundations to launch a premium website for the KW Luxury division. The project was the one of the first pivotal moves towards creating a home ownership ecosystem, connecting agents and real estate agents along their shared journey of buying and selling a home.

With over 163,000 real estate agents across 60 countries, Keller Williams is one of the largest real estate franchises in the world. Solo real estate agents and teams rely on branded websites to establish their digital presence, capture and nurture leads that feed into their KW Command CRM, and deepen existing client relationships.