Realview

The brief

Realview had powerful property data. The challenge was turning it into a product people would want to use repeatedly.

Realview collects, cleans, and connects public property data from sources such as housing contracts, ownership records, historical sales data, geographic data, mortgage-related information, and property valuation models.

The project explored how that data could become a usability-first B2B web platform for real estate professionals.

Making property data actionable

The property data landscape is fragmented, technical, and difficult to navigate.

Realview's opportunity was not simply to show more data. The stronger opportunity was to help users understand what matters, save relevant entities, and return when something changes.

Problem statement: How might we help real estate professionals identify, understand, and act on relevant property opportunities without overwhelming them with data?

Learning from Resights

I analysed Resights, a direct competitor with a powerful but dense property intelligence platform.

The goal was not to copy its features, but to understand its business model, target users, information architecture, and UX complexity.

Key takeaways

• Existing platforms prove strong professional value in property intelligence.
• Resights feels powerful but expert-oriented and complex.
• Realview could differentiate through approachability, clearer navigation, and a stronger free entry point.
• A freemium model needs a reason for users to return, not just restricted access.

Mapping usage modes before designing features

Because the project was exploratory, I created proto-personas instead of traditional research-backed personas.

These represented usage modes, not validated user profiles.

Usage modes

• The Explorer: Discovers relationships between properties, people, companies, and areas.
• The Monitor: Returns to check what changed.
• The Operator: Uses the product repeatedly as part of a professional workflow.

Narrowing the focus to real estate agents

After alignment with Realview, the primary target became real estate agents.

Realview explained that one of their main challenges is identifying potential homeowners who may be preparing to sell.

This shifted the opportunity from general property exploration toward helping agents detect signals, prioritize effort, and stay ahead in a competitive market.

Primary focus

• Real Estate Agent: Identify and act on potential selling opportunities earlier than competitors.

Secondary lenses

• Lawyer: Reduce risk by understanding legal constraints such as servitutter.
• Bank Analyst: Identify potential lending or investment opportunities while managing risk.

Exploring product directions

Based on the competitor analysis, Realview's input, and the persona work, I explored three possible product directions.

Potential Seller Signals

A signal layer that highlights properties or areas where recent public-data changes may indicate something worth paying attention to.

The goal is not to predict who will sell, but to help agents prioritize where to look.

Opportunity Map

A map-based experience that visualizes property activity geographically.

This direction helps agents identify areas with higher activity or market movement.

Prospecting Workspace

A lightweight working area where agents can save properties, group opportunities, add notes, and return when something changes.

Designing for a freemium product loop

A key question was how the free product could create genuine value before asking users to pay.

The free experience should not feel like a locked demo. It should help users explore, save, and return.

Premium value should emerge naturally when users need more scale, speed, structure, or automation.

Product loop

• Explore
• Notice
• Save
• Monitor
• Act

Outcome and learnings

The project resulted in a structured product discovery foundation for Realview, including competitor analysis, proto-personas, target-user framing, and three product directions for a usability-first B2B platform.

The main contribution was not a final interface, but a clearer product direction: helping Realview understand how their property data could become a recurring tool for real estate professionals, especially agents looking for potential seller opportunities.

Deliverables

• Competitor analysis of Resights
• Proto-personas based on usage modes
• Realview-specific pseudo-personas
• Product opportunity framing for real estate agents
• Three solution directions
• Freemium product loop concept
• FigJam documentation for internal alignment