Gamifying Property Publishers
Social biases in platforms with interactive communities often drive large-scale behavioral patterns. In experiences where trust and reputation play a crucial role—such as real estate—how can we leverage existing data to incentivize, reward, and build trust among users?
Company
propiedades.com
Date
October 2023
Role
Lead Product Designer
Team
PMs, Dev
Platform
Web
Opportunity
Through user research and field studies, we discovered that many real estate agents had a larger catalog of properties than they published on Pcom. By creating a strategy that motivates them to migrate their full inventory to Pcom—offering benefits based on their number of listings—we could strengthen our catalog while adding value to both publishers and property seekers. This would also provide transparency by highlighting the most recognized brokers and agencies in the country.
Framework
A simple design process wouldn’t be enough to meet all user expectations and business needs, so we built a framework that integrated:
User JTBDs
Marketing strategies
Budget allocation
Platform interactions
Architecture & User Scenarios
Segmentation
Benefits Strategy
Scoring System
Progression Path
End-to-End Experience
Key Deliverables
Consolidated Profile Experience
We redesigned the profile section to showcase user progress and achievements alongside essential account information, reinforcing long-term engagement.
To-Do List for Progression
We created four publisher categories, grouping users based on:
Listing volume
Product interactions
Premium feature purchases
Each category had a personalized "To-Do List" with key actions needed to advance to the next level.
An Aspirational Path
A core motivation was making publishers want to improve their score and category to gain:
Better visibility
Verified status
Higher-quality listings
The Pcom League turned progression into an aspirational journey.
Verified Profiles
To enhance transparency for property seekers, we introduced verified profiles, allowing users to easily identify top brokers and agencies with proven track records.