David Junaid
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Case study 06 / Marketplace & distribution

where.london

A student housing marketplace, built to replace an extremely outdated search experience.

Status
Real usersFree to use
My role
Built it personally, and did the initial landlord outreach.
Context
Built in 2019
Western students first
Link
where.london

01The problem

Student housing search for Western students ran on an extremely outdated experience.

I built where.london to replace it.

02Why it mattered

A marketplace only works once both sides show up. Students will not use a site with no listings, and landlords will not list where no students are looking.

The hard part was less the code than getting supply and demand to arrive together, and keeping the site useful after launch.

03My role

I built where.london personally in 2019, using WordPress as a practical framework rather than building every piece from scratch. It was mobile friendly from launch.

04What I built

  • Accounts and verification
  • Maps and search filters
  • Messaging between students and landlords
  • Sublet listings
  • Notifications
  • A mobile-friendly design from launch

05How it worked

Cold start came first. I contacted roughly 300 landlords from the existing market and invited them to list on the new platform; approximately 15 became initial listers. Professional property managers also used the system.

It began with Western students and was later used by Fanshawe students too. Landlords, property managers, students, and parents all use it, and it has always been free.

How the marketplace fits together

Simplified illustration, not a screenshot or measured data.

A TWO-SIDED MARKETPLACE SUPPLY Landlords and property managers List homes and sublets Get verified Receive messages THE PLATFORM where.london Accounts and verification Maps and filters Messaging and notifications Sublets Mobile friendly from launch DEMAND Students and parents Search and filter Browse on a map Message landlords Seeded first: I contacted roughly 300 landlords from the existing market; approximately 15 became initial listers Always free · Western first, later Fanshawe

The two sides of the marketplace and the platform between them. The supply side was seeded first.

06Outcome and current status

Approximately 1,000 registered users, and 38 active listings as of October 2026.

It has had essentially no active maintenance since 2019 and continues to receive organic usage.

Visit where.london

07Skills and stack

Marketplace designCold-start acquisitionDistributionProduct designWordPressMobile-first designVerification and trust

Talk to me about it

Questions about
this project?

I’m happy to talk through how it was built and how the same approach could help your team.

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