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Professional projectAgent recruitment with Century 21

Century 21: identifying, engaging and convincing future agents

Find qualified real estate agents, reach out to them, then support them all the way to opening their own Century 21 agency. To do this, we designed two platforms: one internal, one external.

Confidential work.

Meeting around a laptop showing the internal platform: a list of identified real estate agents.
The internal platform: the list of identified real estate agents.
Role
UX/UI Designer
Duration
2 months
  • UX Research
  • UX/UI Design
  • Project management

Result

We designed two platforms. The internal one is used to find agents and launch campaigns. The external one guides future agency founders through to their application. We received a grade of 17.5/20 for this project.

On this page

The project in detail

Context

A 2-month project with Century 21. The network was struggling to find the best real estate agents in its regions.

Problem: Century 21 was struggling to spot the best real estate agents in its regions. The network wanted a tool to find them, reach out, then support them all the way to opening a Century 21 agency.

Key decision

We structured our approach in three key steps: identify, engage and convince.

Approach

  1. Identify: find real estate agents with a scraping extension, then reach out on LinkedIn.
  2. Engage: an introduction message, a landing page about the training program and a questionnaire to qualify profiles.
  3. Convince: a webinar, a call with a sales rep, a meeting with agency owners, then the application on the Century 21 landing page.
Recruitment user flow: finding agents with a scraping extension, LinkedIn outreach, message, training landing page, questionnaire, webinar, call with a sales rep, meeting agency owners, application on the Century 21 landing page.
The future agency founder's journey, from first contact to application.
Person in front of a laptop showing the “Campaign creation” screen of the internal platform.
The campaign creation screen of the internal platform.
Person browsing the external platform on a computer: “Want to open your own real estate agency?” and a list of upcoming events.
The external platform, for future agency founders.

What it shows

I can design for two audiences with different goals: the teams looking for agents, and the agents who need convincing. A three-step approach connects the two platforms.

Learnings

I learned that a decision like opening your own agency is made in stages. Each stage needs its own message and its own screen: you don't convince anyone at first contact.

Shall we talk?

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