Buying a home is one of the biggest decisions people make, yet digital property search is still largely a functional exercise in filters, lists, and postcodes. For young families, exploring unfamiliar neighbourhoods without understanding what daily life feels like can be challenging. danbolig saw an opportunity to change this. They partnered with Merkle to transform cold data into personal stories, helping buyers imagine life in a new area before they ever visit.

For years, online property search has been built around square metres, prices, and postcodes. What it has never captured well is the feel of a neighbourhood: the morning coffee spot around the corner, the park where kids make their first friends, and the things locals know that no listing can tell you. For young urban families exploring unfamiliar areas, this creates a real barrier. danbolig already had a unique asset in its Vores Nabolag dataset, with thousands of local recommendations from sellers, but no way to activate it in a way that felt personal and relevant to each buyer.

Merkle built Din Boligpræsentation, a digital experience that combines three data sources into a single, personalised narrative for each user: the buyer's own input about their lifestyle and priorities, danbolig's Vores Nabolag data with more than 15,000 local recommendations from sellers, and geographic and contextual data about the specific property and area.

The onboarding was designed to feel like a natural part of the search process, not an interrupting form. Users pick up to three priorities that matter to them in a new neighbourhood, describe who they are and how they live, and the solution uses AI and targeted prompt engineering to generate a story written directly to them, addressing the reader as "you" throughout.

Instead of a generic area description, users get recommendations like "What if you lived here..." followed by specific cafés, parks, routes, and local experiences, all matched to their stated preferences. The whole experience is built to handle thousands of simultaneous generations and launched as a beta with a built-in feedback loop collecting heatmaps, survey responses, and performance data to inform version 2.0.

Din Boligpræsentation launched in beta and quickly showed clear product market fit. Users who engage with the feature show 75% higher engagement than other users on the platform, the solution converts at 26%, and one in ten users becomes a qualified lead. 83% of users who reach the interest selection step choose all three available categories, a strong signal that the content feels relevant and worth completing.

Qualitative feedback reinforced the results. Users reported a stronger emotional connection to neighbourhoods and were more open to exploring areas they had not previously considered.

For danbolig, the solution has strengthened their position as the digital frontrunner in Danish property and opened up a new way to reach and activate young urban families early in the buying process.

Version 2.0 is already in planning, with features like saved profiles, property matching, and deeper personalisation built on real behaviour from the beta period.