Lornell Real Estate UX Research Protocol

Participant Information

Participant ID

Date

Interviewer

Session Duration

Interviewer Protocol Notes

Before: Test recording equipment, prepare design mockups for screen share, review participant background if available
During: Record with permission, note emotional reactions and hesitations, use silence productively—don't rush to fill pauses
Probing: "Tell me more about that..." | "Can you give me an example?" | "Why do you think that is?" | "How did that make you feel?"
After: Administer survey immediately (switch to Survey tab), thank participant, confirm follow-up availability

Semi-Structured Interview Questions

Estimated Duration: 45-50 minutes | 15 Core Questions with Probes

Opening & Context (Questions 1-2)

Tell me about your experience with commercial real estate investments. What's your current situation and what matters most to you financially right now?

Purpose: Establishes background, confirms fit with target persona, surfaces priorities (growth vs. preservation vs. legacy)

Follow-up Probes

"How long have you been investing in commercial real estate?"
"Has your approach changed over the years? How so?"
"When you think about your real estate holdings, what keeps you up at night?"
"Are you thinking about what happens to these assets in the future?"

Notes

When you're making an important financial decision, walk me through your research process from start to finish. Where do you begin, what devices do you use, and how do you know when you've found enough information?

Purpose: Maps natural behavior, validates journey map phases, captures device preferences without leading

Follow-up Probes

"Do you start online or by talking to people you know?"
"At what point do you switch from browsing to really digging in?"
"Is there a difference between how you research on your phone versus your computer?"
"How many sources do you typically consult before feeling confident?"

Notes

Trust & Credibility Signals (Questions 3-7)

Think about a financial advisor or firm you genuinely trust. What convinced you to trust them in the first place?

Purpose: Surfaces organic trust signals before introducing website context

Follow-up Probes

"Was it something they said, something they did, or something else?"
"How long did it take before you felt you could really trust them?"
"Has that trust ever been tested? What happened?"
"Would you describe them as more of a salesperson or an advisor?"

Notes

When you land on a professional services website for the first time, what do you look for in the first 30 seconds to decide if it's worth your time?

Purpose: Identifies critical "above the fold" elements, validates discovery phase priorities

Follow-up Probes

"What's the very first thing your eyes go to?"
"How quickly can you tell if a company is legitimate or not?"
"What would make you leave immediately?"
"Does the overall look and feel matter to you, or is it mostly about the content?"

Notes

What specific information on a website makes you confident that a firm has genuine expertise and isn't just good at marketing?

Purpose: Distinguishes between surface credibility and substantive proof—directly addresses "demonstrate, don't declare" principle

Follow-up Probes

"Can you give me an example of something that felt like real proof versus just marketing?"
"How important are credentials, certifications, or affiliations?"
"Does it matter if they show specific numbers or results?"
"What's the difference between a company saying they're experts and actually proving it?"

Notes

Describe a time when something on a website made you immediately skeptical or caused you to leave. What triggered that reaction?

Purpose: Identifies trust-eroding elements to avoid—validates pain points around aggressive sales language, flashy design

Follow-up Probes

"Was it something visual, something in the writing, or the way they were trying to get you to do something?"
"How do you feel about pop-ups, chat windows, or 'limited time' messages?"
"Have you ever felt like a website was trying too hard to impress you?"
"What words or phrases feel 'salesy' to you?"

Notes

How important is it to see the actual people behind a company? What do you want to know about them, and how much detail is enough versus too much?

Purpose: Validates About Us page redesign, humanizing the firm principle

Follow-up Probes

"Do photos of the team matter to you? Why or why not?"
"What do you want to know about the person who would actually be working with you?"
"Does the age or experience level of the team affect your perception?"
"How do you feel about stock photos versus real photos of actual employees?"

Notes

Content & Communication Preferences (Questions 8-10)

If a commercial real estate firm offered free educational content—guides on 1031 exchanges, market reports, wealth preservation strategies—would that change how you perceive them? Why or why not?

Purpose: Validates Wealth & Legacy Hub concept, tests "giving away value to build trust" strategy

Follow-up Probes

"Would you actually download and read something like that?"
"Does free content make a company seem more generous or make you wonder what the catch is?"
"What format would you prefer—written guides, videos, webinars?"
"Would you be willing to provide your email to access this kind of content?"

Notes

When you read professional content, do you prefer straightforward simple language, or does some technical terminology signal that these people actually know what they're talking about?

Purpose: Calibrates content tone, addresses jargon concern from persona

Follow-up Probes

"Can you give an example of jargon that's helpful versus jargon that's annoying?"
"If something is oversimplified, does that make you trust it less?"
"How do you feel when you have to look something up to understand what a company is saying?"
"Should a firm assume you know the basics, or explain everything?"

Notes

How do you feel about automated chat assistants or AI-powered help on websites? Would you use one, or does it create distance for you?

Purpose: Directly addresses professor's feedback about AI/chatbot skepticism in this demographic

Follow-up Probes

"Have you had good or bad experiences with chatbots?"
"If a chatbot could answer simple questions but you could also reach a real person, would that work for you?"
"Does it matter to you whether you're talking to a person or a computer?"
"What would an AI assistant need to do for you to actually find it helpful?"

Notes

Human Connection & Conversion (Questions 11-13)

When you're ready to reach out to a firm, how do you want that first interaction to happen? What would make you confident enough to initiate contact?

Purpose: Validates Phase 4 success metrics, captures preferred contact methods

Follow-up Probes

"Do you prefer calling, emailing, or filling out a form?"
"What information do you need to have gathered before you feel ready to reach out?"
"How do you feel about scheduling tools where you pick a time slot online?"
"Would you rather have a brief intro call or go straight to an in-depth meeting?"

Notes

How important is it to speak with a senior partner or founder rather than a general representative? What difference does that make to you?

Purpose: Tests "Talk to a Senior Partner" CTA recommendation

Follow-up Probes

"What do you expect from a senior partner that you wouldn't get from someone else?"
"Does the title matter, or is it more about the person's experience and knowledge?"
"Would you be disappointed if your first contact was with a junior person?"
"At what point in the process do you expect to meet the decision-makers?"

Notes

Describe a time when you felt "sold to" by a financial services company. What specifically created that feeling, and how did you respond?

Purpose: Surfaces specific language/tactics to avoid, validates shift from sales to advisory tone

Follow-up Probes

"What was the moment you realized this was a sales pitch rather than a conversation?"
"Did you end the relationship, or did you push through despite that feeling?"
"What could they have done differently to make it feel more like advice than selling?"
"Is there ever a time when being 'sold to' is acceptable or even expected?"

Notes

Design Validation (Questions 14-15)

📱 Interviewer Action: At this point, share your screen and show the participant the current homepage design, then the recommended design side by side. Allow them time to look at each before asking the questions.

Looking at these two homepage approaches, tell me your honest first impression of each. Which feels more like a company you'd want to work with, and what specifically drives that reaction?

Purpose: Validates design direction with direct comparison, captures visceral response

Follow-up Probes

"What's the first word that comes to mind for each design?"
"Which one feels more trustworthy? Why?"
"Does the imagery make a difference? What about the headlines?"
"If you had to pick one to explore further, which would it be?"
"Is there anything about either design that bothers you or feels off?"

Design A (Current) — First Reaction

Design B (Recommended) — First Reaction

If you could change one thing about how commercial real estate firms present themselves online to better connect with someone like you, what would it be?

Purpose: Open-ended closing that may surface insights not covered, gives participant agency

Follow-up Probes

"Is there something you always wish these websites had but never do?"
"What would make you think 'finally, a company that gets it'?"
"If you were advising a firm on how to win your business, what would you tell them?"

Notes

✅ Interview Complete — Next Steps

Thank the participant for their time and insights
Switch to the Survey tab and ask them to complete the post-interview survey
The survey should take approximately 5-7 minutes
Offer to read questions aloud if they prefer

Post-Interview Survey

Instructions to Participant: "Thank you for sharing your thoughts during our conversation. To help us quantify some of what we discussed, please complete this brief survey. There are no right or wrong answers—we're interested in your genuine preferences. This should take approximately 5-7 minutes."

Section A: Technology & Digital Comfort

A1 How comfortable are you conducting important financial research online?

Very uncomfortable
Somewhat uncomfortable
Neutral
Somewhat comfortable
Very comfortable

A2 Which device do you primarily use when researching significant financial decisions? (Select one)

Desktop computer
Laptop
Tablet (iPad or similar)
Smartphone
I prefer not to research online

A3 How likely are you to use a chatbot or automated assistant on a professional services website?

Very unlikely
Somewhat unlikely
Neutral
Somewhat likely
Very likely

Section B: Trust Signals

B1 Rank the following website elements by how much they influence your trust in a firm (1 = Most Important, 7 = Least Important)

Element	Rank (1-7)
Photos and bios of actual team members
Client testimonials and reviews
Case studies with specific results
Years in business / company history
Professional certifications and credentials
Educational content (guides, articles, reports)
Clean, professional website design

B2 How important is each of the following when evaluating a commercial real estate firm's website?

Factor	Not Important	Slightly Important	Moderately Important	Very Important	Essential
Ability to speak with a senior partner directly
Evidence of long-term client relationships
Clear explanation of services without jargon
Free educational resources
Local market expertise demonstrated
Firm's history and founding story

Section C: Content Preferences

C1 What type of content would you most want to see on a commercial real estate website? (Select up to 3)

1031 exchange guides
Local market reports and analysis
Case studies of past transactions
Wealth preservation strategies
Video introductions from partners
Client testimonials
Blog articles on industry trends
Webinar recordings
Downloadable planning tools/calculators

C2 How much time would you spend reading content on a commercial real estate website before deciding to contact them?

Less than 2 minutes
2-5 minutes
5-10 minutes
10-20 minutes
More than 20 minutes

Section D: Contact Preferences

D1 How would you prefer to first contact a commercial real estate firm? (Rank top 3, where 1 = most preferred)

Contact Method	Rank (1-3 or blank)
Phone call
Email
Website contact form
Live chat with a real person
Schedule a meeting online
In-person visit

D2 How much information are you willing to provide in a contact form before your first conversation?

Just name and email/phone
Name, contact info, and brief description of my needs
Detailed information including property details and financial situation
I prefer to call rather than fill out forms

D3 If a website offered "Schedule a Call with a Senior Partner" versus "Contact Our Team," which would you be more likely to click?

Strongly prefer "Senior Partner"
Slightly prefer "Senior Partner"
No preference
Slightly prefer "Contact Our Team"
Strongly prefer "Contact Our Team"

Section E: Design Preference Validation

E1 Looking at the two homepage designs you saw during our conversation, which better represents a firm you would trust with your commercial real estate needs?

Design A (Current: technology imagery, "Building The Future")
Design B (Recommended: people imagery, "Guiding Three Generations")
No strong preference

E2 What color palette feels more appropriate for a firm focused on legacy and wealth preservation?

Bold, vibrant colors (bright blues, oranges)
Muted, classic tones (navy, gold, cream)
Modern minimalist (black, white, gray)
No preference

E3 Rate your agreement with this statement: "A website with free educational content signals that a firm is confident in their expertise."

Strongly disagree
Disagree
Neutral
Agree
Strongly agree

Section F: Demographics (Optional)

F1 Age range:

50-54
55-59
60-64
65-69
70-74
75+
Prefer not to answer

F2 How many years have you owned investment or commercial real estate?

Less than 5 years
5-10 years
11-20 years
21-30 years
More than 30 years

F3 Have you completed a 1031 exchange?

Yes
No, but I'm considering one
No, and I'm not familiar with them
No, not applicable to my situation

Section G: Closing

G1 Is there anything else you'd like to share about what makes a commercial real estate firm's website trustworthy or untrustworthy?

G2 Would you be willing to participate in a brief follow-up session to review updated designs?

If yes, please confirm your email for follow-up:

✅ Survey Complete — Thank You!

Thank the participant for their time and valuable insights
Remind them their responses are confidential and will be anonymized
If they indicated interest in follow-up, confirm timeline (approximately 2-3 weeks)
Provide contact information if they have questions later

Research Objectives Mapping

This table shows how each interview question and survey item maps to the core research objectives for the Lornell Real Estate UX study.

Research Objective	Interview Questions	Survey Questions
Define trust for this audience What signals credibility to Baby Boomers?	Q3, Q4, Q5, Q6, Q7	B1 (ranking), B2 (importance), E3 (agreement)
Validate technology confidence spectrum How comfortable are they with digital tools?	Q2, Q10	A1 (comfort), A2 (device), A3 (chatbot likelihood)
Test content strategy Does educational content build trust?	Q8, Q9	C1 (content types), C2 (time spent)
Validate human connection importance How critical is direct access to people?	Q11, Q12, Q13	D1 (contact ranking), D2 (info willingness), D3 (CTA preference)
Test design recommendations Do proposed designs resonate?	Q14, Q15	E1 (design choice), E2 (color palette)
Confirm persona attributes Does "Robert" match reality?	Q1, Q2	F1 (age), F2 (experience), F3 (1031 familiarity)

Analysis Framework

Qualitative Analysis (Interview Data)

Thematic Coding: Code responses by theme (trust signals, pain points, preferences, behaviors)
Emotional Markers: Note emotional language, intensity, and hesitations
Frequency Tracking: Track how often specific concerns appear across participants
Quote Extraction: Pull representative quotes for each theme
Unexpected Insights: Flag insights that weren't anticipated by questions

Quantitative Analysis (Survey Data)

Trust Signal Rankings (B1): Calculate mean rank for each element, identify top 3
Importance Ratings (B2): Calculate percentage rating each factor as "Very Important" or "Essential"
Design Preference (E1): Calculate percentage choosing each design option
Cross-tabulation: Compare preferences by age range and experience level
Technology Correlation: Analyze relationship between A1/A3 scores and contact preferences (D1)

Data Collection Checklist

Pre-Interview

☐ Consent form prepared
☐ Recording equipment tested
☐ Design mockups ready for screen share
☐ Participant ID assigned
☐ Participant background reviewed (if available)

During Interview

☐ Consent obtained and documented
☐ Recording started
☐ All 15 questions covered
☐ Probes used appropriately
☐ Design mockups shown for Q14
☐ Notes captured in real-time

Post-Interview

☐ Survey completed immediately
☐ Follow-up interest recorded
☐ Participant thanked
☐ Notes reviewed and clarified within 24 hours
☐ Recording saved with proper naming convention
☐ Data entered into analysis template

Glossary of Terms

Key Terms for Reference

1031 Exchange: A tax-deferred exchange that allows investors to sell a property and reinvest the proceeds in a new property while deferring capital gains taxes
Baby Boomer: Generation born between 1946-1964, currently aged 60-78
High-Net-Worth Individual (HNWI): Person with liquid assets exceeding $1 million
Legacy Planning: Strategies for transferring wealth and assets to future generations
Technology Confidence: User's comfort level with digital platforms and online transactions (renamed from "Trust in Technology" to avoid terminology conflict)
Wealth Preservation: Financial strategies focused on protecting existing assets rather than aggressive growth

Lornell Real Estate

Recording & Participation Consent

Interviewer Protocol Notes

✅ Interview Complete — Next Steps

✅ Survey Complete — Thank You!

Qualitative Analysis (Interview Data)

Quantitative Analysis (Survey Data)

Pre-Interview

During Interview

Post-Interview

Key Terms for Reference