Automated Market Reports
With over 18M+ contacts across the entire KW Command CRM, real estate agents rely on email marketing to nurture leads and drive ongoing engagement with potential home buyers and sellers. Agents needed Neighborhood Nurture emails to automatically deliver personalized, timely and relevant market updates, at scale.
Adoption
34K+
Personalized Websites within 1-Mo Post-Launch
Scalability
225+
Unique Brand Expressions from One Design System
Leads
8
Quality Leads Per Agent (Per Month)
Automated Market Reports (formerly Neighborhood Nurture) were buried across disjointed workflows. Agents typically started their day in the Contacts applet, but were forced to context-switch into the SmartPlans applet just to "unlock" and initiate the experience, creating massive friction and low feature discoverability.
As the Lead Designer for Consumer-Agent Engagement, I worked with Product Managers, Architects, Lead Developers, Product Specialists and Lead Designers. Together, our goal was to diagnose these friction points, design immediately actionable changes, and uncover systemic opportunities to improve agent adoption across the entire lifecycle.
Role
Lead Designer
Team
Product Managers, Architects, Lead Developers, Product Specialists, Lead Designers
Timeline
Desktop Platform (React), Website (Elementor)
Timeline
2025
Service Blueprinting
We first proposed decoupling Neighborhood Nurture from SmartPlans. Stakeholder interviews exposed UX maturity gaps and rule-based roadblocks, so I facilitated a service blueprint with 15+ stakeholders, bridging front-stage agent actions and back-stage CRM dependencies. It showed that decoupling reached into a multi-user, legacy email marketing experience, which made it a Next-phase effort instead of a first release. At the same time, we uncovered multiple opportunities to improve the current state Now.
Immediate Changes
For the near term, we renamed Neighborhood Nurture to Market Reports because the name was easier for agents to understand. The new copy also made room for ZIP codes, cities and more beyond neighborhoods. This kept the Now phase small and shippable, and we planned education for the new language.
Validating Opportunities
To reduce risk in the larger move, I prototyped adding market boundaries from the Contact record, where agents favorite up to five to power a report. I also designed a Contacts list flow that flags contacts without a report and sends to them in bulk. Concept testing these flows pressure-tested the direction before engineering committed to the Next phase.
Outcome
Aligning 15+ cross-functional stakeholders around opportunities to optimize and reimagine a multi-user, legacy email marketing experience ultimately touched over 18M+ contacts across agent databases. Equipped with this shared clarity, Product, Engineering, Design and Product Specialists successfully rolled out near-term improvements while charting a phased roadmap for the future.
