Empowering real estate brokers build visibility and trust through behavioral design
Behavioral Design • PropTech • 2 months • 23x increase in broker profile adoption
Overview
FinditPR.com is a real estate marketplace designed to connect buyers, sellers, and brokers through a trusted digital experience.
At the time of the project, Findit was still growing its network of real estate brokers. While users were successfully signing up, very few were completing their professional profiles after onboarding. This became a critical issue because incomplete profiles reduced broker visibility, weakened buyer trust, and limited meaningful engagement within the marketplace. We wanted to understand what was preventing users from completing their profiles and design behavioral interventions that could motivate activation more effectively.
My role
Founding Product Designer + Behavioral Design Strategy
I led:
problem framing,
behavioral analysis,
UX strategy,
I collaborated closely with the PM, Brand Manager and engineering to align activation goals with business constraints and implementation feasibility.
Problem
Although brokers were successfully creating accounts on Findit, very few were completing their professional profiles after onboarding. The experience lacked clear guidance, progress visibility, and effective communication around the value of profile completion, making the process feel tedious and low priority.
As a result, many users abandoned setup before activating their profiles, limiting their visibility inside the marketplace and weakening trust signals for potential buyers.
Behavioral Challenge
How might we motivate brokers to complete their professional profiles by making the value of visibility and credibility feel more immediate and worth the effort during onboarding?
What behavior we changed
The redesigned onboarding experience significantly improved profile activation behavior, increasing completed professional profiles by more than 20x during the observed period.
This strengthened broker visibility, marketplace trust, and overall participation within the platform.
Context
The initial brier inside the business was design the profile agent flow and redesign the directory.
However, after reviewing the experience more deeply, it became clear that the problem was behavioral rather than purely usability or operational.
Many users:
did not immediately understand the value of completing their profile,
perceived the setup process as high effort,
lacked clear guidance during onboarding,
or postponed completion because there was no immediate reward.
As a result, activation stalled before users reached meaningful participation inside the marketplace.
Problem
Before starting to design, it was important for me to align assumptions with the team to define key hypothesis since the product was in early stage and we need to launch an experiment.
Based on the evidence we had from analytics and informal feedback from users, we identified theses assuntions:
1. Users did not associate profile completion with business outcomes
Many agents viewed the profile as administrative setup rather than a visibility and trust mechanism.
2. Effort perception was higher than expected value
The amount of information requested felt disproportionate compared to the perceived short term reward.
3. Users postponed activation
Because profile completion was not urgent, many users intended to “finish later” but never returned.
4. Different agent types had different motivations
Independent agents and agency managers approached onboarding differently, requiring different messaging and guidance priorities.
Barriers
The strongest barrier was motivational.
Many users did not perceive profile completion as immediately valuable. Since the benefits were delayed and abstract, users deprioritized the task or abandoned it entirely.
User segment
Not all Findit users behave the same way, nor are they driven by the same motivations or capabilities.
Independent Agents: individual professionals seeking personal visibility and credibility among potential buyers.
Agencies or Agency Managers: responsible for multiple agents, focused on brand positioning and team management efficiency.
HYPHOTESIS
What we believed would work
We hypothesized that reducing behavioral friction, improving guidance, and reframing the value of profile completion would increase the number of agents who completed their professional profiles during early onboarding.
Behavioral Interventions
Contextual onboarding guidance
We introduced guided onboarding patterns that explained:
why profile completion mattered,
how visibility worked,
and how professional trust impacted marketplace participation.
This shifted the experience from “fill out your profile” to “build your professional presence.”
Behavioral Interventions
Contextual onboarding guidance
We introduced guided onboarding patterns that explained:
why profile completion mattered,
how visibility worked,
and how professional trust impacted marketplace participation.
This shifted the experience from “fill out your profile” to “build your professional presence.”