We propose a study to investigate the feasibility of creating a complete end to end digital user journey for property vendors and buyers. In the current homebuying business model, the user experience is often poor, unnecessary expense is incurred when the process fails, and property is inaccurately valued, contributing to market stagnation. We hypothesise that many inefficiences, costs and friction points could be reduced or resolved with a transformative, innovative digital business model. SoPro (Social Property) is a disruptive digital-only concept designed to challenge the way residential property is bought and sold in the UK. It is technically challenging and will require in-depth user insight and analysis in order to deliver a complex process in a online environment. We will explore the feasibility of creating a complete, personalised home buyer/vendor digital journey including user profile creation, funding, property valuation, advertising, viewing, conveyancing, completion and exchange where users generate and manage their own buyer/vendor journey by building a listing using personal data.