The Context
Housing.com is one of India's largest real estate platforms, with over 8 million registered users and 5 lakh+ active listings. Housing Edge is its lending and financial services vertical — Personal Loans, Quick Cash, Line of Credit, and Rent Now Pay Later — sitting at the intersection of real estate and consumer lending.
I worked within the product charter for Personal Loans at Housing Edge, contributing across the full stack of product management: growth strategy, user acquisition, reengagement, conversion optimisation, UX research, SEO, A/B testing, and data analytics. The work spanned cross-functional collaboration with Growth, Marketing, Engineering, Design, SEO, and Research teams — aligning product development with business targets and user needs simultaneously.
The mandate: scale loan origination, improve disbursement value, reduce churn, and build a sustainable acquisition engine — all within a platform where lending was a newer vertical competing for user attention against core real estate features.
The Product Portfolio
Four Lending Products. One Platform.
Personal Loans
The primary product under the charter and the largest revenue driver within Housing Edge lending. Flexible financing with competitive rates across India.
Quick Cash
Fast-access pre-approved funds for urgent financial needs. Streamlined application, minimal documentation — for users needing immediate liquidity.
Line of Credit
Revolving credit with competitive rates. Borrow as needed across various purposes — a flexibility-first product for users with recurring financial needs.
Rent Now Pay Later
An innovative rental solution allowing tenants to pay rent on flexible terms. Aligned with Housing.com's core mission of making housing more accessible.
What I Owned
Six Work Streams. One Charter.
Strategic Development
Built and executed strategies to amplify traffic, boost conversion rates, and increase revenue within Housing Edge lending. Translated business targets into product roadmap priorities and quarterly OKRs.
Cross-Functional Collaboration
Worked across Growth, Marketing, Engineering, Design, SEO, and Research. Ensured product development aligned with overall company goals and synchronised the product roadmap with ongoing and upcoming marketing campaigns.
Reengagement Campaigns
Planned and executed 50+ multichannel reengagement campaigns across WhatsApp, SMS, Push, Email, and IVR. Focused on reducing churn, increasing traffic, and driving conversions through targeted, personalised messaging.
A/B Testing and Optimisation
Designed and ran A/B testing experiments to optimise product features, UI elements, and conversion funnels. Every product decision was data-backed — no guesswork at any stage of the funnel.
UX Research
Led explorative and diagnostic UX research studies. Studied user journeys, decision-making processes, rejection flows, and pain points to inform feature discovery and product improvements.
SEO Overhaul
Led a complete SEO transformation for Personal Loans — technical SEO, on-page optimisation, content enrichment, blog section launch, and design layout updates. Doubled organic traffic in 6 months.
Growth Strategy
Scaling the Lending Engine
The core mandate was step-change growth in origination volume, disbursement value, and revenue. This required working across every lever simultaneously: product improvements, customer acquisition, campaign optimisation, and market expansion.
The Loan Origination Funnel
Funnel Analysis and Optimisation
Mapped the entire loan origination funnel — from landing page visit to application submission to disbursement. Identified drop-off points at each stage and built targeted interventions.
Customer Acquisition Strategy
Developed acquisition strategies across paid channels (marketing campaigns), organic channels (SEO), product channels (in-app nudges, cross-sell from core Housing.com features), and reengagement channels.
Product Improvements
Launched new service features to reduce friction in the loan application flow. Introduced EMI calculators, eligibility checkers, and clearer loan comparison tools in collaboration with engineering and design.
Revenue Target Tracking
Built and maintained dashboards in Google Analytics, MixPanel, and Tableau to monitor performance across all lending products weekly. Collaborated with marketing to allocate budgets based on real performance data.
Reengagement
50+ Campaigns. 5 Channels. One Goal.
Reduce churn, increase traffic, drive conversions, and improve user engagement across the lending product portfolio. Every campaign was segmented, personalised, and measured.
Personalised, conversational messages with rich media and CTAs. Highest open rates. Used for time-sensitive offers, festival campaigns, and personalised loan nudges.
High-intent, personalisedSMS
Short, direct messages for broad reach. Used for offer announcements, application reminders, and re-activation of dormant users at scale.
Broad reach, re-activationPush Notifications
In-app and mobile push for real-time nudges. Application progress reminders, pre-approved loan alerts, and promotional offers in the moment.
Real-time nudgesLonger-form communications for educational content, loan guides, EMI explanations, product updates, and nurture sequences for users in consideration.
Education, nurtureIVR
Automated call campaigns for users who hadn't responded to digital channels. Targeted at high-intent but dormant users — those who started applications but didn't complete.
Dormant re-activationCampaign Strategy Framework
Hover each step →
User Segmentation
MoEngage + MixPanel
Identify Lifecycle Stage
New · Active · Lapsed · Rejected · Churned
Channel Selection
Based on segment and behaviour
Message Personalisation
Content, timing, language
A/B Test Variants
Optimizely + Google Optimize
Launch and Track
Open rate · CTR · Conversion · Revenue
Iterate and Optimise
Continuous improvement loop
Campaign Creative Examples
Festival Campaign Copy
“Rakhi ka Tohfa, Bina Kisi Pareshani ke — Apply for Personal Loan”
“Ganesh Chaturthi ke Rang, Loan ke Sang”
“Samajh nahi aa raha kya khareede? Get it all with Personal Loans”
WhatsApp Campaign Samples
Personalised WhatsApp messages sent to targeted user segments — festival campaigns, loan offer nudges, and reactivation messages, each crafted for the user's lifecycle stage.
IVR Campaigns
Calling Users Where Digital Couldn't Reach
IVR calls served two purposes: product awareness for users yet to discover Housing Edge lending, and funnel reactivation for users who had dropped off mid-application. Scripts ran in both Hindi and English, personalised by segment and lifecycle stage.
UX Research
Understanding the User Behind the Application
Leading user research was central to the product work. Two structured studies — one explorative, one diagnostic — to understand behaviour, identify pain points, and inform product decisions.
Study Objective
Understand the user journey and decision-making process for the Quick Cash loan product.
Research Questions
How do users discover the Quick Cash product across acquisition channels?
What factors influence the decision to apply — or not?
What do users' future loan requirements look like?
How does the application flow compare to user expectations?
Outcomes
Refined the Quick Cash product positioning and marketing strategy
Identified friction points in the discovery-to-application flow
Mapped user acquisition channels by effectiveness
Informed feature prioritisation for the following quarter
SEO Overhaul
From Invisible to Page One
Led a complete SEO transformation for the Personal Loans vertical. Make Housing.com's lending products discoverable organically, reduce dependence on paid acquisition, and build a sustainable traffic engine.
Audit and Strategy
Comprehensive SEO audit to identify existing issues and opportunities. Competitor keyword mapping. Built end-to-end SEO strategy covering on-page and off-page optimisation.
Technical SEO
Optimised site speed, implemented schema markup, ensured mobile-friendliness. Fixed crawl errors, improved site architecture, and established clean URL structures for all lending product pages.
On-Page Optimisation
Keyword research across personal loans, quick cash, and line of credit categories. Optimised meta titles, descriptions, headers, and internal linking. Rewrote product page copy for search intent alignment.
Content Enrichment
Launched a dedicated blog section covering personal finance, loan guides, and EMI explanations. Introduced EMI Calculator and Eligibility Calculator — tools that drove SEO value and user engagement simultaneously.
Design Layout Updates
Worked with the design team to revamp the website layout — improved navigation, clearer product hierarchy, and stronger CTAs. The redesign was SEO-informed: faster load times, better internal linking, mobile-first layout.
Monitoring and Iteration
Tracking via Google Analytics and Search Console. Monitored keyword rankings, organic traffic, and conversion rates weekly. Iterated on content and technical improvements based on performance data.
Product Design
Redesigned Personal Loans Experience
The website redesign wasn't cosmetic — it was SEO-informed and conversion-driven. Key changes included: a clearer product hierarchy on the landing page, stronger and more prominent CTAs, an EMI calculator and eligibility checker built as interactive tools (driving both engagement and long-tail keyword ranking), a dedicated blog section for personal finance content, improved mobile-first layout and navigation, and internal linking structures designed around how users actually searched for loan products.
A/B Testing and Analytics
Every Decision Backed by Data
A/B testing was embedded in the product process — not as an occasional experiment, but as a standard practice for every feature launch, UI change, and campaign variant.
What Was Tested
Landing page layouts and CTAs
Loan application flow variations
Campaign message copy and timing
Feature placements and UI elements
Pricing and offer presentation formats
Data Analytics Practice
Weekly OKR dashboards across Google Analytics, MixPanel, and Tableau
Revenue targets, contribution margins, fraud rates, disbursement volumes by channel
Marketing budget allocation based on real channel performance data
Event tracking across the full loan funnel — app and web
Hypothesis → experiment → measure → roll out or kill
Tools Used
Results
Impact
0
Loan origination volume increase
0
Loan disbursement value increase
0
Revenue increase
0
Conversion rate growth
0
Organic traffic increase in 6 months
0
Reengagement campaigns executed
0
Channels (WhatsApp, SMS, Push, Email, IVR)
0
UX Research studies led
Cross-Functional
The Teams I Worked With
Growth
Acquisition strategy, channel optimisation, funnel analysis
Marketing
Campaign execution, creative direction, budget allocation
Engineering
Feature development, technical SEO, event tracking implementation
Design
UI/UX improvements, landing page redesign, calculator tools
SEO
Keyword strategy, content optimisation, technical improvements
Research
UX studies, user interviews, behavioural analysis
Analytics
Dashboard building, OKR tracking, performance monitoring
The Housing.com Chapter
Moments from the Year
Housing.com was where I learned that product management isn't about shipping features — it's about moving numbers that matter while keeping the user at the centre of every decision. Scaling loan origination by 47% and doubling organic traffic weren't outcomes of any single initiative; they were the compound result of research, testing, iteration, and cross-functional alignment happening simultaneously, every week. The lending space taught me to think in funnels, measure in cohorts, and build for people who need financial products to actually work — not just look good.