I think you're on a bad footing if there's any confusion over the role the user is in when viewing a page. It's generally a good idea to use a non-overlapping language appropriate to the role, and set the tone and context so that the user simply cannot be confused.
As a host, you might see phrases like
I think everything in a site of this sort would fall into one of three categories:
User acting as a "Host" = Selling
User acting as a "Guest" = Buying
Configuration - username/password/security, banking information, dark/light mode, etc.
When you are in "Host" mode, you are dealing with "what rates should I offer", &...
The website/app needs to have navigation and labels that are self-explanatory. One such good example is Uber.com. The navigation has a products section that has links like Ride, Drive, Eat, and so on. These sections are the 2 sides of the marketplace (or technically a platform). Once the user goes inside a product, the user can sign in/up to use the service.
The main UX finding to those who produce written content is that users (mostly) don't read all those nicely crafted words.
Most times users are 'skimming' text. So text has to be written and formatted to be skimmed.
Just sharing my few cents’ worth.
I feel that user research roles can come in place to achieve 2 objectives, namely
To research on what types of content perform better on your website and why/how they are more popular with your readers
To research on ideas and map out a possible future road map for the team to follow
Hope this helps!