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Realguru: helping Real State developers attend, reactivate and nurture leads

Role
Product designer
UX designer
Visual designer

Timeframe
From october 2023 until now

Industry
Proptech
B2B
Real State

Overview

Realguru is an AI-powered virtual assistant with clients in Mexico, Colombia, and Brazil, focused on attending, reactivating, and nurturing leads, allowing sales teams to concentrate solely on qualified prospects. Realguru is currently the only AI assistant specialized in real estate in these countries and the only tool that helps developers nurture their databases.

Impact Highlight

  • Helped sales teams save over 328 hours of work per month by automating lead qualification and nurturing processes.

  • Reduced lead response times from an average of 1–24 hours to less than 10 seconds, ensuring faster interactions and follow-ups.

  • Enabled sales teams to focus exclusively on qualified leads, improving overall efficiency and conversion rates.

Role

As a product designer, I created the framework for defining the product we developed, collaborating closely with developers, the VP of Product, and the CEO. I designed key features, conducted user research, developed various flows and panels, and defined experiments and tests to iterate on the product in collaboration with development, growth, and customer success teams. Additionally, I was responsible for shaping the product’s branding.

Impact Highlight

  • My suggested conversation flow design increased conversation participation rates by 30%, engaging more leads effectively.

  • Designed the nurturing flow panel for reactivating databases, achieving a reactivation rate of 27.4%, helping teams recover previously untapped leads.

What was the problem?

Lots of leads and small
sales teams

Even in large companies, real estate developers' sales teams receive hundreds of leads daily, often exceeding the capacity of human teams to handle them promptly.
This overwhelming volume makes it difficult for teams to respond efficiently, leading to potential missed opportunities and delays in addressing lead inquiries.

Unqualified leads

All leads received had to meet certain criteria to be considered qualified and potential buyers. Sales teams were spending significant time and effort on this qualification process, even though, on average, only 8 to 12 out of every hundred leads were deemed qualified. This inefficiency consumed valuable resources, resulting in a low conversion rate relative to the effort invested.

Cold databases

In our interviews, 100% of developers reported having cold databases with leads they couldn’t reactivate due to limited team capacity. These dormant leads represented untapped opportunities, but without the time or tools to re-engage them, valuable prospects were left unconverted.

UX Research

What AI-powered solution solves this problems?

Once we identified the problems, I created the framework that decision-makers used to define the best solution. In the process, the product and development teams began running tests and experiments to understood and validate potential solutions.

During this process, I was part of the user research team, conducting client interviews, creating user flows, and developing low-fidelity designs for testing.

Key Insights from Research

  • Sales teams reported response times ranging from 1 to 24 hours, which negatively impacted lead engagement.

  • Automating follow-ups was crucial, as leads often stopped responding after initial interactions.

  • Developers universally expressed the need to reactivate cold databases but lacked the resources to do so effectively.

Project planning & execution

Wrapping things up

Once we decided to develop our AI-powered virtual assistant for the real estate industry, I created customer journeys, user flows, high-fidelity designs, and conversational flows. To navigate the short development timeline, I collaborated closely with the development team to prioritize features based on technical feasibility and user impact.

Scaling Beyond the MVP

Once the MVP was live and operating successfully, it became clear that cross-functional teams needed better tools and processes to align their efforts and fully understand the product’s potential. To address this, I developed a comprehensive product manual that provided clear documentation of the product’s functionality, ensuring consistency and alignment across departments such as Sales, Growth, and Customer Success.

In parallel, I collaborated with the Customer Success team to redesign the onboarding process, focusing on making it intuitive and efficient for new clients. This new process ensured that customers could quickly grasp the product’s capabilities, improving adoption rates and overall satisfaction.

Key Results

  • Reduced response times to less than 10 seconds, enabling immediate engagement with leads.

  • Increased the conversion rate for qualified leads to 14%.

  • Helped teams reactivate databases with a reactivation rate of 27.4%, unlocking untapped opportunities.

  • Improved internal alignment and client satisfaction by streamlining understanding of the product and onboarding experience.

Summary

What’s the most challenging?

It’s incredibly inspiring to be part of a team that released the first AI-powered assistant specialized in the real estate industry in Latam. Working at such a fast pace allowed me to focus on improving collaboration between the product and development teams to achieve our main goal.

What I learned

Through this project, I developed a deeper understanding of how conversational models work and how to translate user needs into scalable solutions. By automating workflows and improving team efficiency, I learned the value of balancing user-centered design with technical constraints to deliver impactful results. Additionally, creating the product manual and redesigning the onboarding process taught me the importance of empowering both internal teams and clients with clarity and support.