Product Design for an Owner-Financing Real Estate Platform
A full product design system for a SaaS marketplace that lets property owners finance sales directly to buyers — marketing site, buyer/seller onboarding, referral program, and admin backend.
Where they started
OwnFy needed the full product designed before a single line of code was written: a marketing site that explains an unfamiliar model (owner financing) in plain language, onboarding flows for three different user types, and an internal admin panel to run the whole marketplace.
What we did
- 01
Designed the public marketing site around the core pitch — 'find your next piece of freedom' — with a dark forest-green palette that reads premium, not like a generic listings site.
- 02
Built multi-step registration flows for each user type: buyers (personal, demographic, financial details), sellers (deed ownership, lien status, listing eligibility), and referral consultants.
- 03
Designed the full admin backend — user management, property management, deals, payments, documents, templates, reporting — as its own connected system, not an afterthought.
- 04
Specified every flow screen-by-screen across five detailed handoff documents so engineering could build directly from the files.
What we shipped
Marketing website
Homepage, buy/sell explainer flows, referral program page.
Buyer & seller onboarding
Multi-step registration flows with eligibility screening.
Admin platform
Dashboard, user management, property management, deals, payments, documents, reporting.
A closer look
