Form Simplicity, a digital transaction management platform owned and operated by Florida Realtors, has gotten a makeover to boost its speed and usability.
The redesign, which the Realtor trade group describes as a “new, uncluttered look,” is meant to improve transaction productivity and speed up agent and broker workflow.
Florida Realtors relaunched Form Simplicity between April and July to the more than 280,000 agents across the country who have access to the platform through their Realtor associations or individual accounts.
Tricia Stamper
Five state Realtor associations provide Form Simplicity to all of their members, including the 187,000 members of the Florida Realtors, which is the second-largest state Realtor association in the U.S., as well as 10,300 members of the Idaho Association of Realtors, 8,300 members of the Arkansas Realtors Association, 7,300 members of the Iowa Association of Realtors and 2,300 members of the Wyoming Association of Realtors.
In addition, Form Simplicity has users in New Jersey, Massachusetts, Nebraska and South Dakota, Tricia Stamper, director of technology for Form Simplicity, told Inman. She declined to say how many Realtors Form Simplicity is available to actually use the platform, citing competitive reasons. According to a press release, “tens of thousands” of agents use Form Simplicity every day.
“Transaction management is no longer a nice-to-have but a must-have, and that means, to serve the greatest number of agents and brokers possible, it needs to be easy to use and inviting,” Stamper said in a statement.
“Our redesign is all about making Form Simplicity easier to navigate and so that it works on any device because that’s what agents and brokers want.”
Screen shot of updated Form Simplicity
The platform’s new layout includes:
- Grouping features under fewer tabs in the navigation menu
- Making the user’s most recent transactions visible and accessible from the home page
- The ability to create a new transaction from the home page and making that process smoother with more salient buttons and an expanding page to view all information together
- Color-coded future tasks on the home page
- Tools to add a new contact, create clauses and more from the home page
Screen shot of updated Form Simplicity
Form Simplicity also includes unlimited access to its highly secure electronic signature e-Sign, an expanded set of broker management tools to simplify compliance and improve agent-broker workflow and unlimited document storage, Florida Realtors said in a press release.
The redesign has been well-received by agent and broker users, according to the trade group. A broker and agents quoted in the release described the new look as “extremely professional” and “very user-friendly” and praised the “super easy transition” between the old and the new. Florida Realtors is supporting both the old and new editions of the platform while agents make the move.
“Change is rarely easy, but it’s surprisingly delightful to see the positive reaction and feedback we’ve received unsolicited from many power users who often can be your toughest critics,” said Eric Forsman, Florida Realtors’ vice president of technology services, in a statement.
Forsman highlighted the platform’s increased speed. “The redesigned Form Simplicity is performing faster because it’s running on a new and modern application architecture, from hardware to software,” he said.
Competitors to Form Simplicity include Zillow Group’s dotloop, Lone Wolf’s TransactionDesk, and zipLogix, which has a years-long partnership with the National Association of Realtors (NAR) and is now also owned by Lone Wolf.
Editor’s note: This story has been updated with Form Simplicity screen shots and additional comments from Tricia Stamper.
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