The Recapture

The problem

The business billed only 25% of its listing-feed revenue. A third party, PropData, sat in the middle of the feed, and the money followed the dependency.

What I did

I removed the dependency rather than negotiating around it. That meant owning the website module end to end: the build, the DNS cutover, analytics, the sitemap and live monitoring.

Moving off the middleman was only safe if nothing broke on the way across. So ~6,000 live listings moved onto the new website, and ~60,000 URLs were mapped so search rankings held through the cutover.

The result

100% of listing-feed revenue billed. The share rose by removing a dependency, not by raising a price.

Launches are not clean, and I did not pretend this one was. In the first two weeks after the website went live I fixed ~100 issues personally, hands on, including weekends.

Why it matters

Most revenue problems get answered with pricing. This one was structural: the business was already earning the revenue, it just could not bill it. Finding that distinction is the product work.