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

Reflections

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

Where should this functionality live? What should its MVP include? How do we make it engaging and scalable over time? These questions were answered through user research and market analysis of gamification strategies.

By balancing innovation with user expectations, we ensured that the system felt personalized and rewarding for every type of publisher.

Where should this functionality live? What should its MVP include? How do we make it engaging and scalable over time? These questions were answered through user research and market analysis of gamification strategies.

By balancing innovation with user expectations, we ensured that the system felt personalized and rewarding for every type of publisher.

Segmentation

We analyzed historical data to define key variables for segmenting users into different levels. It was essential to incentivize both small brokers and large real estate firms, ensuring tailored benefits for each group.

We analyzed historical data to define key variables for segmenting users into different levels. It was essential to incentivize both small brokers and large real estate firms, ensuring tailored benefits for each group.

Benefits Strategy

Working alongside growth, finance, and product teams, we created a benefits matrix based on:

  • Number of published listings

  • Listing quality

  • Profile completeness

Working alongside growth, finance, and product teams, we created a benefits matrix based on:

  • Number of published listings

  • Listing quality

  • Profile completeness

Scoring System

We implemented a points-based system tied to core product interactions, including:

  • Profile completeness

  • Listing quality

  • Purchase of premium features

This allowed us to categorize and profile users based on their engagement with Pcom.

We implemented a points-based system tied to core product interactions, including:

  • Profile completeness

  • Listing quality

  • Purchase of premium features

This allowed us to categorize and profile users based on their engagement with Pcom.

Progression Path

Social validation and bias play a significant role in gamification. FOMO (Fear of Missing Out) is a reality, and when users see exclusive groups with added benefits, they are naturally motivated to engage more.

Social validation and bias play a significant role in gamification. FOMO (Fear of Missing Out) is a reality, and when users see exclusive groups with added benefits, they are naturally motivated to engage more.

End-to-End Experience

The strategy needed to cater to two key user groups:

  1. Property publishers – Incentivizing them to bring their full inventory to Pcom.

  2. Property seekers – Providing more trust and transparency by allowing them to evaluate and engage with verified brokers based on reputation.

The strategy needed to cater to two key user groups:

  1. Property publishers – Incentivizing them to bring their full inventory to Pcom.

  2. Property seekers – Providing more trust and transparency by allowing them to evaluate and engage with verified brokers based on reputation.

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.

Results

70% conversion rate for incomplete property listings


63% of users completed their profile information


3.2X increase in premium plan purchases since launch


17% improvement in CSAT (Customer Satisfaction Score) for the contact flow

70% conversion rate for incomplete property listings


63% of users completed their profile information


3.2X increase in premium plan purchases since launch


17% improvement in CSAT (Customer Satisfaction Score) for the contact flow

sebastian-mg@hotmail.com I +1 (672) 922 4988

© 2025

sebastian-mg@hotmail.com I +1 (672) 922 4988

© 2025

sebastian-mg@hotmail.com

+1 (672) 922 4988

© 2025