Methods
Interviews
Survey
Concept testing
Phases
3
Context
B2B enterprise platform
Participants
Multiple groups, separate per phase
The Problem
The business was pulling listing data from MLS systems after listings were posted. The goal was to shift that order, capturing data directly from agents before it reached the MLS. There were competing internal ideas about how to do this, but none were grounded in how agents actually worked today.
Research Questions
What does the current listing data entry process look like for agents?
Where does data entry break down?
What would make entering data meaningfully easier?
How we approached it
Phase 1 - Interviews
One-on-one interviews with agents across different states, market types, and transaction volumes to understand the current listing data workflow and where it broke down.
Phase 2 - Survey
A survey to identify which listing data fields agents considered most important and in what priority order. These findings directly informed the design of a universal entry form concept.
Phase 3 - Concept Testing
Two competing concepts were tested with a separate group of agents: a universal standardized form versus dynamic data entry pages tailored to their state and MLS.
What We Found
Agents were entering the same listing data into multiple systems repeatedly. The address alone might be entered three or four times across their MLS, marketing tools, and transaction management platforms.
Agents responded more positively to dynamic data entry pages than to the universal form. The dynamic approach felt familiar enough to adopt without requiring them to change how they worked.
Impact
The research gave the team a direction to take the product. The core concern was whether agents would see enough value to enter listing data directly rather than reverting to their MLS. The research answered that. Agents resonated strongly with the reduction of duplicate entry and wanted bi-directional communication across their systems.
It provided a reason for the product to exist. There was overwhelming support for something that would make data capture more efficient and, in some cases, automatic.