Background:
- The real estate website was yet to be launched in India.
- It offered similar services like MagicBricks and PropTiger.
Project brief
Determine a voice for the brand and rewrite UX content for the website and all user interactions. Major flows included:
- Buyer/Rental flow
- Sellers flow
- Agent flow
Target audience
- Homebuyers and sellers (Individuals and families)
- Property investors (for rentals and capital gains)
- Renters (Residential leases, both short and long-term)
- Real estate professionals (agents and brokers)
- Service providers (Contractors and home improvement professionals)
Brand personality
- Effective: Delivers solutions without much hassle
- Trustworthy: The go-to platform for all property-related needs
- Earnest: Works with you like a friendly expert
Creating voice dimensions (or tones)
Using NNGroup's Four Dimesions of Voice, I created 3 variations for the brand voice to experiment with different tones and find the most suitable one.
🌞 Summer
Formal + Matter of-fact
Formal + Matter of-fact
🌷 Spring
Casual + Enthusiastic
Casual + Enthusiastic
🍁 Autumn
Formal + Conversational
Formal + Conversational
One of the sample experiments:
- Filling details of a property is quite a cumbersome process → Inform about the consequences
- Saving progress was not built into the system → Provide some sort of assurance
🌞 Summer: Formal + Matter of-fact
- Informative & neutral
- Clear about consequences
- Slightly lengthy
🌷 Spring: Casual + Enthusiastic
- Informative & friendly
- Engages with a sense of urgency
- Concise and to the point
🍁 Autumn: Formal + Conversational
- Clear & direct
- Emphasises the loss of progress
- To the point
Autumn was finalised as it best fit the diversity of audiences the website serves.
Final copy (select sections)
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Help text
What is a Commission?
A commission is the fee you charge clients for each transaction. This fee covers services like buying, selling, consulting, negotiating, and delivery.
This is not included in the platform’s membership fee and is chargeable to your client over and above the transaction amount.
Types of services
Your services can include finding tenants, rental properties, buyers, sellers, marketing, property valuation, inspections, negotiations, tours, and management.
List all the services you offer; there is no maximum limit.
Describing your services
Clearly outline what your services include and how clients can benefit. Highlight what sets you apart and why clients should choose you.
Being clear and concise helps clients understand your offerings better and make a choice about you.
Feel free to contact me to discuss this or a similar project.
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