Overview

RE/MAX Argentina received property inquiries through a web form that led to a manual workflow between three actors: the central team (RAU), the offices, and the agents. Each lead circulated by email, without a system that provided visibility or continuity to the process.

The challenge

Understand how the three actors worked, find the real points of friction, and propose a system that could be adopted in stages, without forcing a cultural change overnight.

My role

Within the Kambrica team, my role combined research and product design: I conducted exploratory interviews with the three user profiles, led usability testing sessions on the working prototype, and translated the findings into the system design decisions.

Goals

Business goals

• Centralize lead management in a single platform (Red RE/MAX).

• Provide traceability of the full cycle: received → assigned → accepted → contacted → listed.

• Lay the groundwork for future automatic assignment.

• Generate metrics to evaluate performance by office and by agent.

  
  

Experience goals

• Reduce manual coordination time between the central team and RE/MAX offices

• Give agents clarity on the expected actions at each step.

• Build a simple, scalable system that can accommodate new features without overwhelming agents.

Research and insights

The process began with in-depth interviews with the three types of system actors: agents, brokers, and the central team. The goal was to map the existing flow end to end and identify the real points of friction.

Methodology

• I conducted exploratory interviews with the three actors involved.

• I mapped the full flow alongside the team, from inquiry to assignment.

• I analyzed the parallel tools agents used outside the system.

Main findings

• Agents only used Red RE/MAX once a property had already been listed. The entire prior process lived in email and personal tools.

• Brokers showed explicit resistance to automatic assignment: not all agents take all properties, and the "guard shifts" have exceptions that an algorithm does not account for.

• Two of the five agents interviewed openly said they would keep using their personal spreadsheets "just in case," even with the new system implemented.

Solution definition and roadmap

Based on the findings, it became clear that the solution could not be a fully automated system. Brokers would not accept it, agents would not trust it, and the central team would compromise a proper implementation of the process.

The decision was to design the system in four progressive stages, each one laying the groundwork for the next. The scope of this stage of the project would be manual, but traceable, assignment.

Solution

I worked on the design of a workflow integrated into the existing platform to centralize lead management. The design was organized around three touchpoints:

• The central team assigning leads to RE/MAX offices.

• Office brokers assigning leads to their agents.

• Agents accepting and managing the lead.

  
  

Key components

• Lead list with filters and prioritization. Leads have a visible time counter.

• Assignment system for offices and agents.

• Information to decide who to assign to: distance to the lead, number of previous sends and rejections, and eventually a score. (Future automation)

• Clear process states (received, assigned, contacted, captured, rejected)

• Activity history for full traceability

This transformed the manual coordination process into a partially automated and traceable system.

Validation

I conducted prototype testing with agents and brokers, covering different scenarios.

Usability results

• All users operated the system without significant usability issues.

• The points that caused doubts were resolved through quick, intuitive learning.

• The rejection/discard process was understood without friction.

• The time counter was correctly interpreted as a signal of urgency and reassignment.

Identified opportunities for changes

• Client data was hidden until formal lead acceptance. Agents suggested calling before accepting.

• Copy and label adjustments to create clarity around each action.

• New states were added (such as "in follow-up") that agents explicitly requested.
  
  

Results

The project resulted in a designed and validated system:

• The system organizes leads through clear process states (received, assigned, contacted, listed, rejected).

• It allows assignment to offices and agents.

• It prioritizes urgent inquiries.

• It provides full traceability through activity history.