National rental marketplace focused on connecting renters with single-family homes.

UI/UX

Branding

Web Design

Halftone effect on a town square from the 90's

Rentals.com was a national platform built around single-family home rentals, connecting renters with available properties across the country. I came in to redesign both the brand identity and website, improving the experience for renters searching for a home and landlords managing their listings. The work included user testing to validate new workflows, close coordination with development on implementation, and designing a landlord portal that handled property listings and integrated rent collection.

industry

Real Estate / PropTech

project type

Consumer - Rebuild

role

Lead Designer - Barrel Proof Apps

focus area

Logo

The Brief

Request

The website had been kicking around for 15+ years and was showing its age. It wasn't mobile friendly, lacked the robutst mapping functionality of competitor sites, and was built on outdated architecture. A full redesign of the site was needed if they wanted to remain relevant. I worked directly with the VP/GM leading the Rentals team, as well as an internal and external development team, as the sole designer on this 5 year project engagement.

Deliverable

The brand refresh included a refined logo, updated color palette, new typography, custom iconography, and a new image direction. All seamlessly applied across a completely rebuilt site, email campaigns, social media, and other marketing materials. The mapping experience was completely rebuilt to show clustering of available homes at specfic zoom levels, and we added the ability to draw a custom boundary to narrow results. User testing was conducted with a testing agency using high fidelity desktop mockups to help steer some of our early assumptions like the abilty to save searches, share with others, and detailed nearby school information. The landlord side of the platform ended up being a significant addition to the original scope. What started as a refresh of their existing ad listing store (a holdover naming convention from their sister site, Apartment Guide) evolved into a full landlord portal. We added a rent estimation tool that gave prospective listers a data-driven starting point based on location, square footage, amenities, and comparable nearby listings, alongside integrated rent collection and property management tools. After several years on the project I was also brought in to assist with design work on their other rent-based platforms, ApartmentGuide.com and Rent.com.

Old design of rentals.com

The old homepage.

Old branding of rentals.com

Previous "branding"

Color explorations for Rentals.com

Approach

The redesign was a measured, structured process. For the bulk of the early work I was onsite two days a week, working directly with the Rentals team and an overseas development team. That level of investment from everyone involved set the tone for how seriously the rebuild was taken. User testing was conducted onsite with a testing agency, watching sessions live rather than reviewing recordings after the fact. The findings shaped specific decisions around filtering and sorting, how amenities were displayed, the ability to save and share listings, and how prominently to surface school rankings and crime statistics in search results. We integrated with Rent Spree, which required two full days onsite with their team to map out where their backend needed inputs within our onboarding flow and what could be adjusted to fit the design. Details were finalized over web meetings and Slack after that. The rent estimation tool drew on years of existing listing data, with the main design and product question being how frequently to refresh the comparable pricing data to keep the ranges accurate. Managing a five year engagement alongside other client work required setting clear expectations from the start. Rentals.com had designated days and hours and always got first billing. New engagements were taken on with that constraint made explicit upfront. The work on ApartmentGuide and Rent.com came later, smaller in scope but a reflection of the trust built across multiple teams within the organization over time.

Rentals mobile wireframes

Further Reading

Additional screens from the Landlord and Rent Payment application, the moving help page, and a logo design that was almost selected.

Rentals mobile view of warning and success popups
Rentals Moving Help page
Rentals logo version 2
Rentals Desktop Website designs

Outcome

The relaunched site performed well across the board. Time on site doubled and the number of active rentals on the platform increased. Mobile performance was a particular win given that the previous site had none. The landlord portal gained strong traction with property owners and was updated and refined regularly throughout the engagement. The engagement wound down naturally as the platforms matured and the team shifted maintenance work in house. By that point the core design and product work was complete and in a stable place. RentPath, Rentals.com's parent company, was acquired by Redfin in April 2021 for $608 million. Rocket Companies then acquired Redfin in July 2025 for $1.75 billion. The landlord and renter portal technology built during this engagement was carried forward through both acquisitions and remains active today inside Rocket's platform.

Or don't. Totally up to you.

Sidenote: I'm available for new projects.

©

Carl + Lyle, 2026

Built out of necessity and with Framer.

Or don't. Totally up to you.

Sidenote: I'm available for new projects.

©

Carl + Lyle, 2026

Built out of necessity and with Framer.

Or don't. Totally up to you.

Sidenote: I'm available for new projects.

©

Carl + Lyle, 2026

Built out of necessity and with Framer.