Back to portfolioCASE STUDY 03 / 03

Zonaprop · For Sale by Owner

Turning marketplace supply into growth

Redesigning the owner-listing journey to make direct publishing easier to understand, start, and complete.

Product strategyGrowthMarketplaceFSBO

Zonaprop's direct-owner landing page on mobile, with actions to value a property or publish for free

The new FSBO landing page

+30%

FSBO listings

Increase in direct-owner listings

−10%

Bounce rate

Compared with the pre-launch month

2% → 5%

Monthly conversion

Compared with the pre-launch month

Results were compared in Google Analytics between the month before launch and the following three months.

My role: Product Designer · End-to-end design
Partners: Product Manager, Product Analyst, Technology
Focus: Landing, owner flow, pricing, property valuation

01 / Business opportunity

Make Zonaprop work for owners, too

Zonaprop wanted to grow the number of properties listed directly by their owners. The opportunity was to serve people who preferred a one-to-one relationship and felt uncertain about agencies or rental agreements, while expanding the marketplace beyond agency listings.

The business question

How might we help more owners publish directly, while creating a clear path to paid plans?

02 / The challenge

The free option was easy to miss

Owners first chose “Direct Owner,” then saw three paid plans before the free-publishing option. After that came account access, property details, and a plan-selection step. Free listings lasted 30 days, so owners also had to return to the site to republish.

Hotjar showed limited interaction with “Publish for free,” and Google Analytics showed drop-off around the plans step.

Research found that many owners were unsure what price to set and wanted help estimating their property’s value.

Diagram of the old FSBO journey, where owners chose a plan and logged in before entering the publisher flow — Previous owner journey: plan selection appeared before property publishing.

03 / The redesign

Lead with value. Let owners publish first.

We created a dedicated FSBO landing page that explained the benefits and tools available to owners. It gave equal clarity to two starting points: publish for free or estimate the property’s value.

New owner flow diagram showing a dedicated landing page, optional property appraisal, property form, free publishing, and paid-plan checkout after publishing — Redesigned journey: owners could reach the publisher through free posting or the property appraiser, with paid-plan selection later in the flow.

04 / Product experience

Turn useful tools into a stronger offer

The appraiser asked for property details and returned an estimated market range. The publisher then guided owners through location, features, and photos. At the final step, the plans were compared using measured exposure data, including “up to 3× more views” where supported by site data, without treating it as a guarantee.

I led the design decisions end to end, from discovery with Product to sprint-by-sprint refinement with Technology and technical leads.

Zonaprop property appraiser interface shown in a laptop mockup — Property appraiser: a second entry point for owners who needed help estimating a price.

Three mobile screens from the property publisher, including location, photos, and plan selection — Publisher and plan comparison, including the free option.

05 / Impact

More owners made it to publish

A three-month comparison in Google Analytics showed growth in FSBO listings, lower bounce, and improved monthly conversion.

+30%

FSBO listings

After launch

−10%

Bounce rate

Compared with pre-launch

2% → 5%

Monthly conversion

Compared with pre-launch

Measured by comparing the month before launch with the following three months; this was a before-and-after comparison, not an A/B test.

06 / What was next

Build more value into paid plans

If the work had continued, I would have explored additional services that could make paid plans meaningfully more valuable than free publishing:

Photo enhancement

Automated image improvements to help listings stand out.

Financial products

Explore guarantee-related services matched to renter needs.

Listing visibility

Help owners see how to reach their listing and which tools can improve its performance.