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Land Insights

Making property listings more competitive

The Opportunity

Land Insights helps real estate investors flip land by buying, marketing, and reselling parcels. DealFlow helps investors manage every property from acquisition through resale, combining listing management, AI-powered recommendations, and performance insights in one workspace.

Managing land listings required more than tracking properties. It required understanding where each listing stood, why it wasn't selling, and what to do next. The opportunity was to design an intelligent listing management workflow that combined sales-stage visibility, AI-powered recommendations, and contextual insights to help users prioritize work, sell faster, and maximize profitability.

Role
Lead Product Designer
Team
Chief Product Officer
Tools
Figma · Claude Code
Discovery

Defining the feature before designing it.

Before designing the interface, I needed to understand how the listing workflow fit within the broader platform, how data moved through the experience, and how competing products solved similar problems.

I translated those findings into an end-to-end workflow and information architecture before moving into high-fidelity design.

Discovery board showing user flows, sitemap, and listing detail explorations
Feature exploration and competitor analysis
User flows for adding, tracking, viewing, and removing land listings
End-to-end listing workflow and information architecture
Solution

Designing an end-to-end listing workflow.

I designed an end-to-end listing workflow, from managing listings and creating new properties to viewing individual properties with AI-powered recommendations, listing grades, and performance metrics.

Listing management

Investors manage dozens of properties simultaneously, so I designed multiple viewing options, filtering, and sortable KPIs to help them prioritize listings without opening each property individually.

Kanban listing tracker with top-level stats and property cards organized by stage
Sortable listings table with price, county, acreage, profit, traction, and status

Listing creation

New listing form with Zillow URL, financials, live profit breakdown, and deal details
New listing form filled with property lookup, owner info, and acreage details
Kanban view with a new listing loading its details

Property insights

Rather than overwhelming investors with raw listing data, I surfaced AI recommendations, listing grades, and performance metrics directly within the property page so users could prioritize their next action without switching contexts.

Listing detail page with photos, MLS metrics, traction score, listing grade, recommendations, and timeline
Outcome

Turning a new workflow into measurable value.

Within its first quarter, DealFlow surpassed $190 million in listed land with just over 100 active Pro users. Land Insights currently serves more than 1,300 users.

$190M+
Worth of land listed
100+
Active DealFlow Pro users
1,300+
Land Insights users

Design Ownership

  • Sole designer from requirements through engineering handoff
  • Led discovery, competitor analysis, and end-to-end user flows
  • Built interactive prototypes in Claude Code to validate user workflows
  • Documented detailed interaction behavior, edge cases, and specifications for seamless developer handoff

Feature Highlights

  • Feature launched with $35M in projected user sales
  • Kanban workflow for organizing properties by listing stage
  • Contextual profit calculations during listing creation
  • Property insights with AI-powered recommendations, listing grades, and performance metrics
  • Responsive experience across desktop and tablet
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