ListingDoor

The target audience for ListingDoor consisted of everyday homeowners, many of whom were not tech-savvy. The platform needed to be intuitive, offering users a streamlined experience while providing comprehensive control over the entire home-selling process. The solution had to incorporate several critical tools:

• Local market reports with real estate insights
• Property price evaluation
• Professional marketing materials, including websites, brochures, photos, and yard signs
• A step-by-step home-selling guide and educational resources

From a technical perspective, the platform needed to:

• Provide up-to-date information on local properties
• Perform data analysis and price assessments
• Feature an intuitive user interface accessible to non-technical users
• Integrate seamlessly with e-commerce functionalities, third-party services, and payment processors
• Offer multiple service packages tailored to varying customer needs

We launched the first version of ListingDoor in 2014, and it has undergone many upgrades since. The initial solution featured a user-friendly, wizard-like interface that guided homeowners step-by-step through the process of listing their property. Each field included helpful tips to assist users in completing their property information.

The platform allowed users to:

• Enter property details, create a home description using suggested templates, and customize the presentation by selecting fonts, colors, and media placements.
• Generate a complete online listing with a professionally formatted home description.
• Preview marketing materials such as brochures and yard signs, which could be ordered directly through the platform and delivered to their door.
• Order the founder’s FSBO published book, providing additional tips for successfully selling a home without an agent.

ListingDoor also offered homeowners valuable reports, including price estimates and neighborhood assessments, to help them stay informed about market conditions. The data for these reports was sourced using third-party software integration, addressing a key technical challenge.

We selected the following technologies to ensure a robust and scalable platform:

• Ruby on Rails for the application framework
• PostgreSQL for the relational database
• InfusionSoft (Keap.com) for CRM and marketing automation
• State Machine for managing the wizard-style UI flow
• Faye for real-time messaging
• Custom PDF generation for creating high-resolution, print-ready marketing materials
• SASS, jQuery, Bootstrap for the front-end

Additionally, we seamlessly integrated the custom-built customer portal with the existing CMS-based presentation site built on WordPress, ensuring a cohesive experience for users transitioning between the two platforms.

Since its launch in 2014, ListingDoor has undergone multiple public releases and continues to evolve with new features and reports to help homeowners sell their properties more effectively. The platform has gained significant attention in the media and social networks, establishing itself as a trusted tool for FSBO sellers. We’ve enjoyed a long-term collaboration with the founders of ListingDoor, who have become not only valued clients but also cherished partners. Their vision and passion for empowering homeowners continue to inspire our work.