Disclosed herein are techniques and systems for performing wireless-based localization using a zonal framework. An area (i.e., surface or space) may be partitioned into multiple zones, and one or more signal propagation models for one or more wireless access points (APs) may be generated for each zone. The result is a set of zonal signal propagation models that allow for improved model fitness on a per-zone basis. A process includes receiving a location query associated with a wireless communication device, selecting a target zone among multiple available zones of an area, and estimating a location of the wireless communication device based at least in part on one of a signal propagation model associated with the target zone or a fingerprint-based localization. The signal propagation model associated with the target zone may be generated based on training samples observed exclusively within the target zone.