The Pennsylvania Association of Realtors® (PAR) came to Mile6 with a content-rich website whose accumulated resources had outgrown the architecture holding them. PAR’s membership spans Realtors® at every career stage, and the website needed to work for all of them.

Mile6 started with an in-depth strategy phase, which defined seven user types and mapped their ideal journeys through the platform. To support user goals, multiple intuitive journeys were built to reach frequently requested items, such as resources and standard forms.

The strategy session also revealed that users would benefit from a logged-in member experience. To meet this need, the team built a custom, authenticated member dashboard into the website. Within the dashboard, users can connect with their peers and industry experts, track events, and receive updates from PAR. Each user’s profile has personalized content, including which forms they have accessed and their most recent conversation. The dashboard is now a benefit of becoming a PAR member, and users return to it for career resources and community.

The redesign produced thousands of additional conversions across PAR’s digital products, and the growth strategy partnership continues post-launch with A/B testing on new dashboard features and solutions implemented against real user data.

In PAR’s words, “Collectively, the work that Mile6 has done has completely reshaped the online presence of the Pennsylvania Association of Realtors®.”