How Immobiliare built a data-informed culture using Mixpanel

Immobiliare is the No. 1 real estate site in Italy. The company offers a real estate platform for potential homeowners and renters to find property listings from property managers. Immobiliare also operates different sites across Europe and for luxury properties. The Immobiliare team believes that real estate research should not be frustrating. If done with the right tools, it can be a pleasant and rewarding experience.

Since 2021, Immobiliare has transformed into a product-led, data-informed organization, using Mixpanel to unify decision-making and drive measurable outcomes across its digital platforms. What began as an effort to make product decisions based on data has evolved into a company-wide culture shift — one that has tripled mobile adoption, improved engagement metrics, and enabled breakthrough innovations, such as AI-driven lead qualification.

Before Mixpanel, Immobiliare’s teams relied on BI tools and spreadsheets that made it difficult to access product usage data quickly. Product decisions were often guided by intuition or surface metrics rather than behavioral insights.

As Chief Product Officer Paolo Sabatinelli explains, achieving a data-informed culture required a fundamental mindset shift:

• Teams needed real-time visibility into user engagement and conversion.
• Product managers needed platforms to measure outcomes, not just outputs.

The organization needed to democratize access to data, so every product, design, and engineering team could act independently without waiting on analysts.

Building a data-informed culture

Paolo realized that Immobiliare needed to develop a “data-informed culture.” To do that, he took the following steps:

1. He convinced Immobiliare’s CEO to be the executive sponsor because he realized that becoming “data-informed” required a cultural shift driven from the top down.
2. Taking a page from Google’s change management guide, he identified champions in each team across Immobiliare to ensure data-informed best practices were slowly but surely adopted.
3. He chose Mixpanel as Immobiliare’s product analytics solution because it’s robust, yet intuitive and fully customizable. These attributes enabled Immobiliare to democratize data access across the product management, engineering, and design teams.
4. He ensured there was data literacy across the business by establishing training programs for existing employees, and ensuring Immobiliare hired candidates with data expertise.
5. He established data governance for key business KPIs to ensure the data that steered the business was reliable.

Mixpanel as the product analytics foundation

Immobiliare replaced its legacy BI tools with Mixpanel, leveraging its flexibility, intuitive UI, and scalability to empower every team. Product managers, engineers, and designers could now:

• Access product usage data instantly without SQL or analyst support.
• Track conversion funnels and feature engagement in real time.
• Measure outcomes — such as user growth and retention — tied directly to business goals.

Expanding visibility through Mixpanel Warehouse Connectors

Immobiliare integrated BigQuery with Mixpanel Warehouse Connectors, bridging offline and online data to achieve a complete customer view.

• Events from offline sales transactions are transformed into behavioral events within Mixpanel.
• The team now tracks both digital and non-digital customer actions, such as when agents purchase services through the sales team.
• This integration helped identify patterns that drive contract renewals, reduce churn, and optimize agent engagement.

“What once required two years to build, we achieved in two months. Warehouse Connectors gave us full visibility into how our clients behave — not just online, but across every touchpoint”, Sabatinelli states.

Mobile app transformation: The share of registered users active on mobile grew from 20% to 80% in just two years.

User engagement: Listings viewed per month increased by 40%, signaling stronger user intent and platform loyalty.

Campaign performance: A mobile app campaign converted over 50,000 users, with measurable insights through Mixpanel.

Faster analytics: Teams moved from reporting lags of weeks to real-time experimentation and outcome tracking.

End-to-end visibility: With Warehouse Connectors, Immobiliare gained a 360° understanding of both user and client behavior, guiding retention and revenue strategies.

AI-powered lead quality

Leveraging insights from Mixpanel, Immobiliare launched an AI-driven solution to improve communication between buyers and agents. The AI system now:

• Scores user leads by quality, explaining why each lead is likely “hot” or “cold.”
• Automatically triggers follow-up campaigns with personalized emails.
• Achieves 90% open rates, proving users find the outreach highly relevant.

This approach not only helps agents prioritize leads but also demonstrates how product teams can prototype AI products without engineers, using Mixpanel data as the foundation for real-time testing and iteration. “We’re no longer building prototypes; we’re building MVPs directly from insights. Product managers are now builders, not just thinkers”, Sabatinelli comments.

Immobiliare continues to evolve its AI and data infrastructure, powered by Mixpanel. The company plans to:

• Further personalize user experiences with synthetic user attributes derived from behavioral data.
• Scale AI tools to predict churn, optimize listings, and improve conversion.
• Continue democratizing data access so every employee can measure, learn, and innovate faster.

“There’s no alternative to being data-driven. With Mixpanel, we reduced ambiguity and increased the predictability of creating value through our product”, Sabatinelli concludes.