Back

Back

Apartment List

Apartment List

2017

2017

2017

Client

Apartment List

Problem

Apartment List’s success depends on turning leads into signed leases, but the way renter information was shared with property partners was inconsistent and often ineffective. High-intent leads were missed, critical details were lost in clunky integrations, and property managers received fragmented information that made follow-up difficult. To close this gap, we introduced dynamic renter profiles that surfaced key preferences and timelines. But even after multiple iterations, conversion rates didn’t move enough to justify continued investment. It became clear we were solving symptoms, not the source. We needed to go deeper.

Research Insights

Approach

To better understand what was breaking down, we visited property managers in Denver, Phoenix, and Hayward. I brought a set of early concepts and conversation prompts to explore their day-to-day. What we found shifted our thinking. Leasing agents weren’t disengaged—they were overwhelmed. Between walk-ins, tour no-shows, phone calls, maintenance issues, and limited tools, they were juggling far more than expected. Much of the lead information we provided went unread because it was hard to access or buried in systems that did not match their workflow. The takeaway was clear: before we could improve conversion, we needed to better support the people at the center of it.

I believed that Apartment List had visibility into nearly every stage of the funnel—except the most important one: communication. Without insight into the back-and-forth between property managers and renters, we were essentially tossing leads into a black box and hoping for signed leases.

Taking what we learned in the field, I shifted focus to designing tools that directly supported the communication process: smart replies to handle quick renter questions, nudges to keep long-term leads warm, tour scheduling with live availability, and quick unit-matching based on saved preferences.

Process

Research Insights

To better understand what was breaking down, we visited property managers in Denver, Phoenix, and Hayward. I brought a set of early concepts and conversation prompts to explore their day-to-day. What we found shifted our thinking. Leasing agents weren’t disengaged—they were overwhelmed. Between walk-ins, tour no-shows, phone calls, maintenance issues, and limited tools, they were juggling far more than expected. Much of the lead information we provided went unread because it was hard to access or buried in systems that did not match their workflow. The takeaway was clear: before we could improve conversion, we needed to better support the people at the center of it.

Approach

I believed that Apartment List had visibility into nearly every stage of the funnel—except the most important one: communication. Without insight into the back-and-forth between property managers and renters, we were essentially tossing leads into a black box and hoping for signed leases.

Taking what we learned in the field, I shifted focus to designing tools that directly supported the communication process: smart replies to handle quick renter questions, nudges to keep long-term leads warm, tour scheduling with live availability, and quick unit-matching based on saved preferences.

Process

Outcome

As the direction took shape, it became clear we were edging into lead management territory. While the value was evident, the business wasn’t ready to invest in a fully separate product for leasing agents. Still, the project surfaced real potential. Tools like smart replies, tour scheduling, and lead prioritization showed promise. We realized the best way to support leasing agents wasn’t by building more for them, but by improving the renter experience. By bringing those tools to the renter side, we reduced friction, set clearer expectations, and helped leads move further down the funnel.

Outcome

As the direction took shape, it became clear we were edging into lead management territory. While the value was evident, the business wasn’t ready to invest in a fully separate product for leasing agents. Still, the project surfaced real potential. Tools like smart replies, tour scheduling, and lead prioritization showed promise. We realized the best way to support leasing agents wasn’t by building more for them, but by improving the renter experience. By bringing those tools to the renter side, we reduced friction, set clearer expectations, and helped leads move further down the funnel.

What I learned

To create lasting impact, you have to find the thing beneath the thing..the root issue, and be relentless about solving it. Leasing agents rarely get the tools they need, and I believed improving their experience would create real value for them and for the business. The outcome may have shifted, but the mission never did.

App Store

App Store

App Store

App Store

Google Play

Google Play

Google Play

Google Play

Visit on Web

Visit on Web

Visit on Web

Visit on Web