An agent all-in-one design, marketing, and advertising tool

Project Goal

To deliver Marketing Center Editor to agents as a comprehensive design, marketing, and advertising platform. Include tools that empower agents to build their brand, elevate their marketing strategies, create world-class marketing material, and ultimately grow their business.

With a broad array of integrated features, elegant templates, and design capabilities, our Marketing Center Editor allows agents to rapidly create, advertise, and promote their listings through the channel of their choosing: digital, social, email, video, print, or signage.

Challenges

Agents (Customer 1)

Create a marketing experience that is quick and straightforward and establishes trust with new and existing customers.
Make it easy to customize and edit marketing material quickly and intuitively.
Can add a listing to marketing materials in one step.
Agents can print or publish material from the editor.

Staff (Customer 2)

Ensure the internal staff can build customized templates without leaving the platform or engaging an engineer.
The staff has data-bound components, defining a Compass style allowing them to create templates.

Approach

Agent interviews with the UX team to understand the marketing needs and wants of three primary segment types: Luxury Leaders, Persistent Producers, and Community Cultivators
Revisit all existing user research, specifically at the reading product level, to identify a cross-section of direct user concerns.
- Tree test: Successful pathing for discovery
- How agents market
Multiple user study: Deep dive on potential directions (double diamond). The study purpose was to receive first-hand feedback from agents to shape the team’s process.
Weekly collaboration with the front-end developers
Multiple leadership presentations

My Role

Project Lead
Manager/Lead UX: 1 to 3 team members
6 Month to MLP

Discovery

I led this 6-month remote project from discovery through MLP launch, collaborating closely with engineering, and product leads and presenting to stakeholders.

Coordination

Joining in March 2020, the Marketing Center project was already in progress. As a starting point, I addressed design’s pipeline, velocity, and transparency challenges, with project partners.

Research

Build a shared understanding of Customers
Identify pain points and gaps
Align on opportunities & jobs to be done

Design Solutions

Staff Template Builder

Internal Staff

Staff are able to create templates for agents. This Template Builder can quickly make customizable media and associate data so the designs will automatically populate the template with information.

1. Template builder can select multiple pre-created components

2. Components can be arranged and customized on the artboard

3. Text and other page elements can be customized

4. Staff can associate the data to the component

5. Once the template is complete, it can be published to a specific agent or all agents.

Marketing Center Editor

Agents Listing Association

Agents can add a listing to a template and it will quickly populate with the property information.

1. Once the agent types in the address, the component on the page populates with the appropriate information.

2. The component can be customized or moved within the page.

3. View controls allow agents to zoom in on elements of the template.

4. Agents can use page controls to move, subtract, or add additional pages.

5. An undo/redo control allows agents to step back to fix earlier mistakes.

Marketing Center Editor

Agents Page Editing

Agents can edit any template to be customizable for their purposes.

1. Left panel allows agents to add or change page elements or photos.

2. Left navigation bar allows the agent to select text, elements, photos, and some components to the template.

3. The agent can customize the text on the page.

4. The template can be sent to the printer or launched to social media.

Love from Compass Agents ♥️

Agents sharing their love for Marketing Editor.

Video Please Click here ↗️

Outcomes

Internal staff template creation dropped from 1.5 weeks to 1 hour.
- - - - Thousands of new templates for agents
      - Easier to provide customized templates for agent businesses as a revenue generator.
Usage of Marketing Center Editor rose 133% YOY.
It is the #2 used Compass platform feature.
Marketing Center Editor is used for agent recruiting.
From 2021 to 2022, agent teams in the top 25% of Marketing Center usage (by order count) grew their commissions at five times the rate of those in the bottom 25% of Marketing Center usage.