263% MQL Growth and 203% Listings Increase for HomeLister Through CRO and UX Design

HomeLister is a SaaS proptech platform redefining how homeowners sell their homes, enabling full digital management of the home selling process from listing to closing. With a compelling product in a massive market, HomeLister's growth was directly tied to two things: converting more website visitors into qualified leads, and turning more of those leads into active listings within the platform.

Both required the same thing: a smarter, more conversion-focused design across every surface a user touches. Kreativa Group served as HomeLister's strategic creative partner, working across their marketing website and SaaS application to drive conversion performance at every stage of the funnel.

As HomeLister's strategic creative partner, our expertise spans across two core disciplines, each one targeting a different stage of the HomeLister funnel and working together to drive compounding performance.

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Landing Pages and HomepageWe partnered with HomeLister's internal marketing and technology teams with a shared goal of improving conversion at the top of the funnel. New landing pages were designed and built from the ground up with a singular purpose: converting website visitors into MQLs. Every element, from headline to CTA placement to social proof, was built around CRO best practices and tested against real user behavior.

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We subsequently redesigned HomeLister's homepage using the StoryBrand framework, recentering the narrative around the user rather than the product. StoryBrand's approach places the customer as the hero of the story and the brand as the guide, a shift in framing that consistently drives stronger engagement and conversion for complex or considered purchases like home selling.

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SaaS Application UI/UXBeyond the marketing surface, we reimagined HomeLister's core SaaS listing application, the product that users interact with throughout their home selling journey. Using CRO and UI/UX best practices, we produced new, modern, and simplified designs that reduced friction at every step of the listing process. A cleaner, more intuitive application means more users complete the listing journey, which translates directly into more listings and lower acquisition costs.

On the conversion side, MQLs grew 263% and MQL conversion rate improved 148%, reflecting landing pages and a homepage that are meaningfully more effective at turning visitors into qualified prospects.

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On the product side, listings increased 203%, a direct result of a SaaS application redesign that made the listing process simpler and more intuitive for every user who entered the funnel. And as conversion improved across both surfaces, customer acquisition cost decreased by 19%, proving that better design is not just a creative investment but a commercial one.