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.
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
- SEO vs. UX: Creating a content-rich landing page without harming user flow or conversions.
- Simplifying complexity: Turning valuation logic into a fast, user-friendly experience.
- Trust: Conveying reliability despite being an automated estimate through transparent copy and clear visual communication.
- Lead generation: Optimising for lead generation without adding friction to the experience.
Valuation flow in the iOS app.
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.
CSAT insights for the pro tool.
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.
Product decisions guided by data insights.
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.
Handoff with complete documentation for developers.
Solution & Impact
Organic traffic growth after launch.
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.
After phase two, the tool started generating high-quality leads by connecting homeowners with real estate agencies, meeting the secondary goal of monetising the valuation tool.
Impact
- Organic Traffic Growth: The tool contributed to Fotocasa's strong SEO presence, with the domain receiving an estimated 40,000 organic visits per month.
- Strong SEO Positioning: Ranks on the first page of Google for highly competitive keywords such as "valoración online", "tasación online" and "valoración gratuita".
- Lead Generation: After phase two, the tool started generating high-quality leads by connecting homeowners with real estate agencies.
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