I needed to know what characteristics people looked for when selecting a realtor. I also wanted to discover any pain points that they may have had in the past. When creating my interview questionnaire, I took a client-centred approach. And, within a week or so, I interviewed several people from a variety of backgrounds, ethnicities, socio-economic classes and genders.

I recorded each interview and later transcribed each conversation. While interviewing, I took note of each interviewee’s pain points and realtor characteristics. I compared my notes to the transcripts and came up with three broad groups of clients. They were first-time home buyers, home upgraders, and real estate investors.