San Antonio Board of REALTORS

    The San Antonio Board of REALTORS (SABOR) is the regional trade organization for REALTORS in the San Antonio and southern Texas areas, affiliated with the National Association of REALTORS. SABOR connects its 10,000 members to home buyers and sellers, educates consumers on the real estate process, and advocates on behalf of the industry, its members and its consumers.
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    Areas of Focus

    User Research
    Web Design
    Digital Marketing

    Facing competition from large online real estate platforms such as Zillow, RedFin and others, SABOR’s dated digital presence was unable to deliver the customer experience site visitors expected or drive the lead generation SABOR’s members needed. Additionally, the growth of online real estate platforms and the iBuying trend created a need to highlight the value of REALTORS and of SABOR. Multiple convoluted technology systems and operational processes were acting as barriers to SABOR being able to implement an effective strategy and to deliver value to its many members.

    SABOR persona1 SABOR Journey Map SABOR persona2

    To create SABOR’s digital strategy, agencyQ first undertook a thorough discovery phase. agencyQ led stakeholder interviews with SABOR’s members, internal teams and home buyers/sellers to get a sense of how members interact with SABOR, what internal roadblocks exist, and consumers’ perception of SABOR. From these, agencyQ developed personas to categorize SABOR’s different user groups and created empathy and customer experience maps to show different aspects of how each group engages with SABOR. agencyQ also performed a heuristic evaluation and audits of both SABOR’s content and technology to examine SABOR’s digital presence.

    With the initial discovery phase completed, agencyQ now is creating website redesigns for both the member site and consumer site. Designs are created to improve responsiveness and 508-compliance, deliver enhanced SEO to drive brand awareness, and improve SABOR’s site user experience for both REALTORS and consumers. agencyQ is reviewing SABOR’s technical needs to recommend and implement the most efficient technology platforms for its CMS, CRM and marketing automation tools.

    As upgrades and updates are made, agencyQ will be developing a marketing strategy that conveys the value of REALTORS to home buyers/sellers and highlights the value of SABOR to its current and prospective members.


    agencyQ’s discovery and strategy phases have provided a deep understanding of the issues impacting SABOR and enabled agencyQ to develop a roadmap for solving these challenges. The user research has led to numerous insights on SABOR’s various stakeholders, allowing more focused designs that resonate with SABOR’s target audience. The website’s improved designs will create better SEO and a more effective customer experience, while the tools agencyQ implements will streamline internal efforts and reduce operational workload. Anticipated marketing efforts will drive lead generation and maintain SABOR’s competitive edge in the online real estate market.