Impact Snapshot
🧠 Designed a quality score that guided agents to create high-performing listings
📈 Increased property viewings by improving listing quality on top portals
💰 Improved ROI by reducing publishing costs tied to low-quality announcements
⏱️ Reduced manual review time by surfacing only ready-to-publish properties
Context
ProntoPiso was a proptech startup based in Barcelona, dedicated to helping real estate agencies and individual agents manage their full portfolio of properties in exchange for a participation in the commission from property deals.
ProntoPiso offered agents and agencies full access to Realtus, a web application where they could manage their property portfolio from start to finish, including:
CRM for buyers and sellers.
Prospecting properties.
Managing visits.
Handling documentation.
Publishing properties on portals.
As part of the services provided by ProntoPiso to agents, they facilitated publication on portals. For top portals, the cost of publication could be quite high. ProntoPiso aimed to ensure that only high-quality property announcements were published, as portals penalized announcements with low-quality images, untagged images, poor property descriptions, and other issues.
Goals of the Project
Create a quality score that guide the users when adding or editing a property from their portfolio, so they can know when the announcement is ready to be published in the portals.
With this project, we aim to:
Improve the quality of the announcements of the properties published in the portals
Increase the number of potential buyers and, consequently, the number of property viewings
Improve the ROI of each property sold trough Realtus
The Solution
The Problem
Insufficient quality in property announcements hampers high-ranking placements on top online portals. This results in:
❌ Prolonged back-and-forth communication with agents
❌ Low visitor numbers
❌ Elevated publication costs, and
❌ Poor property ROI
The Audience
Real Estate Agents
Real Estate Agents and Agencies that manage their portfolio of properties in Realtus who need to have their announcements published as soon as possible, so they can start holding property viewings.
Operational Team
The operational team responsible for publishing properties on portals requires announcements to meet a minimum quality standard, enabling them to achieve high rankings and optimize the ROI for each property published.
The Outcome
After implementing this solution, we observed a significant improvement not only in the quality of announcements but also in the time spent by the operational team:
⏰ Substantial reduction in time spent by the operational team on checking announcements for publication, as only 'high-quality' ones made it to their 'To be published' list.
🪝 Increase in the number of property viewings since the quality score was introduced.
Lessons Learned
User-Centric Design is Key: Understanding the needs of both real estate agents and the operational team allowed us to create a solution tailored to their specific challenges, ensuring effective implementation and user satisfaction.
Quality Over Quantity: Prioritizing high-quality property announcements over a large volume proved to be a more efficient and cost-effective strategy. Quality content not only attracted more potential buyers, but also enhanced user engagement, ultimately leading to a better user experience.
Streamlining Processes Enhances Efficiency: The reduction in operational team workload showcased the power of streamlining processes. By automating the quality check process, we significantly decreased the time spent on manual reviews, increasing overall team productivity.
Collaboration Fosters Success: Effective collaboration between product designer, developers, real estate professionals and different stakeholders was key to the project's success. Continuous communication and feedback loops facilitated the seamless integration of user requirements into the design, leading to a solution that met the needs of users and stakeholders.
