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Released · Q1 2024 · Marketplace

OnlineRealEstateValuationTool+Sellwithagency

An instant, free estimate of a property’s market value — and, right after it, the agencies that can help you sell. A landing page built for search, a flow built for conversion, and a lead business for agencies.

Client
Fotocasa · Adevinta
Role
Product Designer, end-to-end
Skills
Product design · User research & testing · Stakeholder management · Cross-functional collaboration
Key stakeholders
Management, SEO, Monetisation, Datavenues
Four screens of the Fotocasa valuation in the current app: the address search, the details of the home, the estimate for Carrer de Balmes 45 in Barcelona, and the sheet that offers agencies to help you sell.

01 — overview

Fotocasa’s Online Real Estate Valuation Tool offers users an instant, free estimate of a specific property’s market value. Whether they’re planning to sell, rent, or buy, this tool empowers users to make more informed decisions by giving them quick access to real-time market insights based on data.

As the Product Designer, I led this feature from scratch in close collaboration with the SEO team. We focused on creating a well-structured, content-rich landing page optimised for search engine indexing, while designing a fast and intuitive valuation flow to maximise user conversion.

02 — problem to solve

This feature wasn’t designed to solve a specific user problem — similar tools already existed in the market. Instead, it aimed to seize a strategic opportunity. The SEO and Monetisation teams developed a business case showing that a free property valuation tool could serve as a powerful driver of organic traffic in the short term.

In the longer term, the tool would help generate high-quality leads — users considering selling or renting their homes — for real estate agencies, aligning perfectly with Fotocasa’s marketplace model.

Key challenges

Creating a content-rich landing page without harming user flow or conversions.

Turning valuation logic into a fast, user-friendly experience.

Conveying reliability despite being an automated estimate. We addressed this through transparent copy and clear visual communication.

Optimising for lead generation without adding friction to the experience.

03 — approach

Exploration & Discovery

We began with competitive benchmarking to understand how similar tools positioned themselves in the market. Alongside that, we assessed technical constraints and business priorities, aligning closely with SEO and Monetisation teams. Early cross-functional collaboration helped define scope, value proposition, and success metrics.

Ideation & Validation

We explored different flows and UI directions through iterative design, gathering early feedback via design critiques. Prototypes were tested through remote usability testing using UserZoom, which allowed us to validate assumptions and identify pain points. Feedback loops were short, enabling us to quickly refine the experience.

Delivery & Development

We delivered a polished, accessible, and scalable solution, covering edge cases and preparing thorough documentation for smooth handoff. The launch was supported by close collaboration with development and QA teams, ensuring the experience worked seamlessly across web and mobile platforms.

A/B test dashboard: the variation lifts form success from 3.15% to 4.13% of visitors, at 97% statistical significance.
A/B test after launch: form success from 3.15% to 4.13% per visitor, at 97% significance.

SEO vs UX — landing page before / after

04 — solution

The valuation flow, in four screens.

Start screen: “Tasación online: ¿cuánto vale tu casa?” with a single address field
01Address — one field: the street, or the cadastral reference.
Step 2 of 4: confirm the details of your home — flat or house, 92 m², condition and year of construction
02Details — type, size, condition and year, prefilled where we can.
Step 3 of 4: what do you need the valuation for? Selling is selected
03Intention — sell, buy, rent or just curious — so the result fits the reason.
Step 4 of 4: contact details with sample data and how it works
04Contact — email and phone, to complete the valuation.
Result: “Tu valoración está lista”, sale price from 100,296 to 102,343 euros with 76% accuracy, and rent from 623 to 636 euros
05Estimate — a sale and a rent range, each with its accuracy score.

05 — sell with agency

Sell with an agency

The valuation brought people in; the agencies made it a business. Right after the estimate, homeowners who want to sell are offered the agencies in their area. They choose one or several, leave their details, and the agencies call to win the listing — a home they can sell and publish on their profile.

Agencies pay Fotocasa to appear there. The homeowner gets help to sell, the agency gets a home to list, and Fotocasa earns from the valuations that turn into leads.

I designed the whole flow: the agencies inside the result, the request and its confirmation, a way in of its own — “Sell or rent with an agency” — and what reaches the agency.

Four screens: under the estimate, “Do you want to sell as soon as possible?” with the agencies in the area to choose from; the same screen with the request sent; a page of its own, “Sell or rent with an agency”, with an address field; and the sheet live today, “Your flat could be worth more than you think”, with what an agency brings and a button to request a valuation from agencies.
  • The agencies, inside the result
  • Request sent
  • Its own way in
  • Later · one sheet
The agencies inside the result, the request sent, and a way in of its own. Shortly before I left, another team simplified the list into the single sheet live today — on the same flow and the same business model.

06 — impact

We launched a unified valuation tool that blended SEO-rich content with a frictionless conversion flow. The landing page became a top organic entry point for Fotocasa, while the tool itself helped convert visitors into qualified leads for real estate agencies — directly supporting the marketplace monetisation strategy.

40,000

estimated organic visits per month to the valuation domain.

Page 1

on Google for “valoración online”, “tasación online”, “valoración gratuita” and “valoración de vivienda”.

Leads

every valuation from someone who wants to sell can become a lead for a paying agency.

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