Bridging property professionals and technology with clear, conversion-focused design
Client
Cove
Industry
Real Estate / PropTech
Services
Web Design, Framer Development, Lead Generation, Responsive Design
Tech stack
Framer, Form Integration, CMS, Analytics
Year
2024
How AGR Studio designed Cove's PropTech website to serve both tech-forward and traditional real estate audiences with progressive lead capture on Framer.
Cove is a property technology platform connecting real estate professionals with intelligent building management tools. Their challenge was unique: speaking to two very different audiences, tech-forward property managers who understand software, and traditional real estate operators who are skeptical of
Dual Audience Strategy
We developed two primary user personas and mapped their distinct journeys through the site. Tech-forward visitors want feature specifications, integration documentation, and API details. Traditional operators want ROI projections, implementation timelines, and case studies from similar properties. The information architecture accommodates both without forcing visitors to self-identify.
The homepage serves as a sorting mechanism: a clear value proposition speaks to everyone, then branching pathways guide each audience to the content that addresses their specific concerns. Feature pages lead with benefits (for operators) and include expandable technical details (for tech buyers).
Professional Warmth
PropTech design tends toward cold, sterile tech aesthetics. We pushed Cove toward warmth, the warm tones of well-managed buildings, the human element of property management, the tangible nature of real estate. Photography features real buildings and real people, not abstract tech illustrations.
The layout uses generous white space and clear typographic hierarchy to project professionalism without feeling corporate. Interactive elements are subtle but purposeful, ROI calculators, feature comparison toggles, and property type selectors that personalize the experience.
Conversion Architecture
Every page has a clear conversion goal, but the CTAs adapt to context. Early-funnel pages offer content downloads (guides, whitepapers). Mid-funnel pages offer personalized demos. Late-funnel pages offer direct consultation booking. This progressive approach respects the longer B2B sales cycle typical in real estate technology.
Lead forms use progressive profiling, the first interaction asks only for email, subsequent visits request more detail. This reduces friction at the top of funnel while building richer profiles for sales follow-up. All submissions route to the CRM with full page-context and UTM attribution.
Market Reception
Cove's new site successfully served both audience segments. Qualified demo requests increased, with the sales team noting higher-quality leads who arrived with better product understanding from the self-guided website experience. The progressive form strategy reduced form abandonment significantly compared to the previous long-form approach.
2 Personas
Audience Segments
Progressive
Conversion Points
5 Weeks
Timeline
