How 58.com Revamped Landlord Entrust Service to Boost Rental Efficiency

58同城’s landlord entrust (委托) service allows landlords to hand over property management to agents via long‑term or guest‑rental modes, aiming to standardize listing services and improve efficiency.

Key problems discovered from user interviews

1. Vague understanding of the entrust service

Many middle‑aged landlords are unfamiliar with the new service, finding the entry and description unclear, which creates information gaps and hesitation to use the feature.

2. Breakpoints in the entrust workflow

The process splits into two critical stages—listing publication and entrust management. After publishing, the system automatically matches agents and notifies the landlord, but the landlord cannot proceed further, leading to a perception that the workflow ends prematurely and resulting in low conversion.

Redesign actions

01. Publishing the listing

A questionnaire revealed that 37.86% of users clicked the wrong entry or left because the wording was too product‑centric. The copy was changed from third‑person to first‑person (“What do I need?”) and the headline and benefit points were clarified, reducing comprehension cost and improving metrics.

02. Entrust management

Previously, landlords could only wait passively after publishing. The new version lets them enter a “choose agent” page, select multiple agents, and if no suitable match is found the system continues to push new agents. Users can see the current step, gaining a sense of control and significantly lowering drop‑off rates.

These upgrades address only the workflow experience; further iterations will focus on double‑side collaboration between landlords and agents to raise order rates and listing quality, making landlord entrust a hallmark of high‑efficiency rentals.