PropSpace — B2B CRM for Property Management

Property Finder is one of the largest property portals in the Middle East. PropSpace was the CRM the agencies actually ran on — listings, leads, viewings, tenancy, inspections. When PropSpace had a bad day, an agency had a bad day.

The users were not the users design tools assume. Agents worked from phones between viewings, in cars, in basements and empty apartments with unreliable signal. Back-office staff lived in dense desktop screens for eight hours. Developers and property managers wanted something different again.

I spent time with agents and with the internal teams supporting them. One theme came back repeatedly: the software assumed a desk. Everything that happened away from a desk had to be remembered and typed in later, which meant it was remembered badly or not at all.

A single CRM was being asked to serve brokers, developers and property managers. Three businesses, three vocabularies, three workflows, one product — and a growing pile of features that only made sense to one of them.

The lead lifecycle was the commercial heart of the product, and it leaked at the joins: leads arriving from the portal, being assigned, followed up, and then either converting or dying quietly with nobody noticing which.

Field work was still paper-shaped. Inspections, move-ins and move-outs needed to become a phone-shaped task without turning into a cramped copy of the desktop screens.

We split the product into three named divisions — PropSpace Broker, Developer and Manager — sharing a common core with division-specific surfaces, and gave each a distinct identity inside one system. That let each audience see a product that spoke its language without forking the codebase.

The mobile inspection flow was designed around what an agent can genuinely do one-handed while standing in an empty apartment: photograph a room, log a defect, set a unit condition, move to the next room. Anything requiring two hands or careful reading was cut.

I ran the rebrand alongside the product work. The previous mark didn’t hold together at small sizes and sat awkwardly next to the Property Finder identity. The replacement had to survive as an app icon, as three division lockups, and blown up across an exhibition wall.

I also owned how releases were communicated — update newsletters, marketing collateral, printed ads, the exhibition stand and motion graphics — so that what shipped and how it was explained stayed in step. Design and its announcement being handled by different people is how products end up sounding like two companies.

PropSpace moved from a single CRM to a coherent product family, with each division legible to its own audience and still recognisably one platform.

Inspections and move-in/move-out reporting moved out of paper and into a mobile flow built for the conditions the work actually happens in.

Video tours could be published to Property Finder directly from PropSpace, collapsing a manual cross-product step into one action.

The rebrand and the division identities became the basis for the marketing collateral, exhibition presence and release communications that followed.

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