What is Locality IQ?
Locality IQ,is a data-driven feature that provides deep insights into a specific neighborhood or locality. It’s like a “smart scorecard” for a neighborhood, giving users a quick but comprehensive understanding of that area across various factors such as:
Livability Score
Commute Insights
Price Trends
Amenities & Infrastructure
User Reviews
IMP contacts/services
What Got Done?
Overall Business Impact
+25%
User session engagement
-20%
User drop-off in the first 30-50% fold
First-time Homebuyers
Young couples or professionals seeking safe, well-connected areas with long-term investment potential.
Real Estate Investors
Data-driven buyers evaluating locality trends, rental yields, and growth prospects for future returns.
Families Relocating or Renting
Parents prioritizing schools, hospitals, and a family-friendly environment in a secure neighborhood.
Students & Young Renters
Budget-conscious renters looking for affordable housing with easy commute and essential amenities.
Curious Explorers
Early-stage users casually researching or comparing areas to shortlist options for a future move.
Increase User Engagement
Problem
Users left quickly after skimming basic info.
Solution
Added a locality comparison tool with commute, price, and livability metrics. Also added a discussion forum similar to reddit but for locality specific talks. These features would help in gainging user's engagement.
Impact:
Before: Avg. session duration — < 1 min
After: Avg. session duration — > 2 min 30 sec
Boost Decision Confidence
Problem
Lack of consolidated data made users uncertain.
Solution
Provided data-driven insights like integrated safety ratings, infrastructure insights, and price trends with simple visuals.
Impact:
Before: 48% of users dropped off before viewing property listings
After: Drop-off reduced to 35% (13% improvement)
Promote Property Exploration
Problem
Property listings were detached from locality context.
Solution
Embedded location-specific property listings right within the context of data insights, prompting users to act while they’re engaged.
Impact:
Before: Property listing clicks — 0.8 per user
After: Property listing clicks — 1.7 per user (+~50%)
Reduce Bounce Rate
Problem
Users struggled to locate relevant sections quickly.
Solution
Restructured the page with sticky section-based navigation and clear content blocks, allowing users to quickly find what they’re looking for and stay longer.
Impact:
Before: Bounce rate — 54%
After: Bounce rate — 42%
Build Local Trust
Problem
Users unfamiliar with certain locality lacked on-ground visibility.
Solution
Added real user reviews, photos, and interactive maps to bring authenticity and on-ground feel to users unfamiliar with the area. Also introduced Handbook section for easy contacts to local authorities such as fire or police stations.
Impact:
Before: Only 18% of users scrolled beyond 50% of the page
After: 29% scrolled beyond 50% (+11%)
Locality insights matter
Context-rich data builds user confidence and drives deeper exploration.
Interactive tools engage better
Comparison tools, price trends & discussion forum kept users active and on-page longer.
Trust elements speed decisions
Verified reviews, maps, and visuals reduced user hesitation.
Clear navigation reduces exits
Sticky menus and collapsible sections made info easier to access.
SEO boosts long-term traffic
Optimized content brought steady, high-intent organic users.
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