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🏡 Whitelabel Estimation Funnel Implementation – Real Estate Analytics Project

A data-driven initiative to unify and optimize the property valuation funnel across multiple brands under one of Belgium’s leading real estate platforms.

🔗 Live Dashboard: View Tableau Dashboard

🎯 Project Objective

To implement a whitelabeled property valuation funnel on Platform A, enabling:

• A consistent and seamless user experience
• Centralized performance tracking
• Brand-specific flexibility without technical redundancy
• Data-backed optimization via A/B testing and analytics

🧱 Project Context

Previously, the three regional brands (Brand X, Brand Y, and Brand Z) operated their own versions of the estimation funnel. This led to:

• Inconsistent UX and UI
• Fragmented tracking and performance data
• Difficulty in comparing and optimizing across brands

✅ This project aimed to standardize the funnel architecture and launch a unified whitelabel solution while preserving each brand’s visual identity and specific needs.

🔍 Key Activities

• 🤝 Collaborated with product managers, analysts, and developers to align on a scalable funnel design
• 🧪 Designed and ran A/B tests to refine conversion paths
• 📈 Set up Google Analytics tracking to monitor drop-off points and engagement
• 📊 Built a Tableau Dashboard for real-time performance visualization
• 📎 Delivered a detailed Case Study Report and Presentation Deck for stakeholders

📊 Data Source

• 📆 Timeframe: November 2022
• 📍 Brands: Brand X, Brand Y, Brand Z
• 🧾 Data: Google Analytics tracking events and user interactions across the property valuation funnel (entry → submission)

🚀 Deliverables

• 🗂️ Case Study Report – Deep-dive analysis and findings
• 🖼️ Presentation Slides – For cross-team and leadership review
• 📊 Tableau Dashboard

📈 Key Results & Impact

• 🔄 Unified funnel experience across 3 brands with modular design
• 🧭 Improved data consistency across regions by 100%
• 📉 Identified 25% drop-off rate in mid-funnel stages → Targeted for UX improvements
• 🧪 A/B testing led to a 12% increase in final form submission rates
• 📊 Enabled ongoing performance monitoring via Tableau dashboards

🧠 Learnings & Takeaways

• Whitelabel design can strike a balance between standardization and brand autonomy
• Early collaboration with analytics teams ensures robust tracking from day one
• Iterative design backed by A/B testing is key to meaningful conversion improvements
• Clear data storytelling (via dashboards and reports) drives stakeholder alignment

📌 This project highlights my ability to bridge product, design, and analytics—turning fragmented systems into cohesive, performance-driven solutions.

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