James Umole

Product Manager | AI, Data & Platform Products

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Flagship Case Study

Online Leasing Engine

Led the 0→1 build of a multi-integration leasing platform, orchestrating multiple integrations across identity verification, credit checks, banking data, payments, and e-signature into a unified product experience. Designed and scaled leasing workflows across thousands of units, enabling faster, fully digital application-to-lease conversion.

Company

Property Vista

Timeframe

Dec 2021 - Present

Snapshot

5,000+

Units supported

1,000+

Monthly applications processed

85%

Reduction in time to lease

0→1 deliveryAPI-firstAWSLeasing operationsPaymentsIdentity & VerificationIntegrationsWorkflow automation

01

Overview

The Online Leasing Engine is a digital leasing platform that unified application intake, identity verification, payments, and lease signing into a single, end-to-end workflow. It replaced fragmented, manual processes with a structured, API-driven system that improved conversion speed, reduced operational friction, and enabled full visibility across the leasing funnel.

02

Problem

Leasing teams operated across disconnected systems and manual handoffs, creating delays, inconsistent applicant experiences, and limited visibility into conversion performance from lead to signed lease.

03

Users / Stakeholders

Users

  • Prospective renters completing applications, verification, and lease signing online
  • Leasing teams managing lead-to-lease workflows and applicant progression
  • Operations leaders tracking conversion rates, fallout, and portfolio performance

Stakeholders

  • Engineering and design teams building and scaling the leasing platform
  • Legal and compliance stakeholders defining verification and document requirements
  • Business and GTM leaders focused on conversion, throughput, and operational adoption

04

Constraints

  • Manual leasing workflows needed digitization without breaking compliance-sensitive processes
  • Vendor integrations (credit, identity, payments, e-signature) had to feel native, not bolted on
  • The platform needed to support multiple properties, teams, and workflows at scale

05

My Role & Ownership

  • Defined product vision, roadmap, and success metrics for the end-to-end leasing platform
  • Translated legal, compliance, and operational requirements into structured product flows and acceptance criteria
  • Led prioritization and integration of third-party services for identity verification, payments, and e-signature
  • Instrumented funnel telemetry to track completion rates, drop-offs, and operational performance

06

Approach

  • Mapped the full lead-to-lease journey to identify high-friction steps and breakdown points
  • Sequenced delivery around the core leasing funnel first, while designing for modular expansion
  • Defined success metrics around time-to-lease, conversion rates, and operational throughput

07

Solution

Delivered a modular leasing platform that unified application intake, verification, payments, document execution, and telemetry into a single product flow. Built on API-first architecture with AWS-backed services and integrated third-party providers, enabling scalable workflows and consistent user experiences across properties.

08

Technical Design

APIs, integrations, and data systems behind the product.

  • API-first architecture for orchestrating application flows and partner integrations
  • AWS-backed infrastructure for document handling, data storage, and analytics readiness
  • Event-based telemetry for funnel observability, reporting, and optimization
  • Integrated third-party services for payments, identity verification, credit checks, and e-signature

09

Tradeoffs

  • Balanced a smooth applicant experience with strict compliance and operational control requirements
  • Chose modular integration patterns over tightly coupled implementations to support long-term scalability
  • Invested early in telemetry to enable reliable funnel optimization and performance visibility

10

Metrics / Outcomes

5,000+

Units supported

Scaled across multiple properties and operational teams with consistent system behavior.

1,000+

Monthly applications processed

Built for sustained operational volume rather than one-time launches.

85%

Reduction in time to lease

Shifted leasing from manual coordination to a structured, fully digital workflow.

11

Key Learnings

  • In workflow-heavy products, instrumentation is part of the product, not a post-launch addition
  • Platform thinking is critical when multiple teams rely on the same system foundation
  • The biggest performance gains came from reducing handoffs, not adding more features
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