Background
Homey had already built a mature conveyancing platform and was expanding into the adjacent estate-agency market. The Estate Agency CRM connects marketing, viewings and offers to the legal workflow on one shared case.
Core problem
An estate agent can manage one sale across CRM records, property-data tools, Word templates, e-signing, KYC dashboards, brochure software, spreadsheets, portal back offices, email and phone calls.
My remit: product ownership without leaving design
I translated an ambiguous adjacent-market opportunity into target workflows, MVP scope, sequenced requirements and build-ready tickets. I designed the interaction system, used AI-assisted codebase prototypes to test feasibility with existing components, shared realistic experiences with relevant users where appropriate and incorporated feedback before engineering build. I reviewed implementation and stayed accountable through QA and UAT.
From idea to evidence
My working loop was discovery and workflow definition → realistic coded prototype → user or stakeholder validation → refinement → engineering collaboration → QA/UAT. The prototype was a way to learn earlier and give engineers a clearer starting point, not a claim that every proposal was production-merged code.
One case, one data spine
The core product decision was not to assemble loosely synced tools. Agency and conveyancing are two views of the same case.
What shipped
• Guided lead entry with property intelligence, de-duplication and linked sale-and-purchase cases
• Digital Terms of Engagement, shared seller disclosure and vendor ID/AML
• AI-assisted brochure creation and reusable marketing content
• Viewings, structured feedback, applicant context and consolidated vendor updates
• Offers, accepted-offer logic and fixed Memorandum of Sale generation
Results and impact
Homey moved from an adjacent-market hypothesis to a live B2B SaaS product line. The first release connects seller instruction, compliance, AI-assisted marketing, portal publication, viewings, offers and the legal handoff on one shared record.