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04 / CASE STUDY

Designing branded real estate websites that feel rooted in place, not stamped from a template.

Designing branded real estate websites that feel rooted in place, not stamped from a template.

UX STRATEGY · CMS SYSTEMS · WEBSITE DESIGN

Realstack.

Realstack.

LIMESTONE PROPERTIES SERVICES ABOUT

THE LAND IS OURS FOR A TIME. WHAT WE DO WITH IT MATTERS.

Explore land of uncommon character.

Ranches · Farms · Recreational properties

SPERO LAND COMPANY PROPERTIES SERVICES ABOUT

LAND WITH A STORY. A PLACE FOR YOURS.

Explore land of uncommon character.

Ranches · Farms · Recreational properties

FARM & LAND BROKERAGE PROPERTIES SERVICES ABOUT

Illinois Farmland Experts

Explore land of uncommon character.

Ranches · Farms · Recreational properties

OVERVIEW

OVERVIEW

01

01

One CMS.
Many client brands.

One CMS.
Many client brands.

Realstack gives land brokerages a shared CMS for listings, search, content, and lead generation. My work operated at two connected levels: improving the reusable components inside that system and using them to create websites tailored to each brokerage.
This meant designing beyond a single launch. Every decision had to work for the client in front of me while also creating a stronger foundation for the next Realstack project.

Realstack gives land brokerages a shared CMS for listings, search, content, and lead generation. My work operated at two connected levels: improving the reusable components inside that system and using them to create websites tailored to each brokerage.
This meant designing beyond a single launch. Every decision had to work for the client in front of me while also creating a stronger foundation for the next Realstack project.

MY ROLE

Senior Website Designer

Senior Website Designer

SCOPE

CMS components + client websites

CMS components + client websites

PLATFORM

REALSTACK platform

REALSTACK platform

FOCUS

Flexibility · Brand · Scale

Flexibility · Brand · Scale

BEHIND EVERY SITE

One back office, many front doors.

Brokers manage listings, leads, deals, and comps in the REALSTACK software. Every listing entered here feeds the search, listing cards, and property pages on that brokerage’s website, so each site I design has to present the same structured data in its own brand.

Brokers manage listings, leads, deals, and comps in the REALSTACK software. Every listing entered here feeds the search, listing cards, and property pages on that brokerage’s website, so each site I design has to present the same structured data in its own brand.

+ Add

Add Listing

Assigned to

Listed date

Acreage

Team view

Expiration date

Price

Sale type

Status

Price reduced

Title

Tags

Area

Listing rep

Map embed

Bedrooms

THE CHALLENGE

THE CHALLENGE

02

02

Make the system repeatable without making the work feel repetitive.

Make the system repeatable without making the work feel repetitive.

Every brokerage needed the same product fundamentals, but each one came with a different market, voice, service model, and visual heritage. The challenge wasn’t to reskin a template. It was to decide what should stay stable and where each site needed to become unmistakably specific.

Every brokerage needed the same product fundamentals, but each one came with a different market, voice, service model, and visual heritage. The challenge wasn’t to reskin a template. It was to decide what should stay stable and where each site needed to become unmistakably specific.

Shared product

Shared product

Listings built for land, search, maps, lead forms, and CMS behavior

Listings built for land, search, maps, lead forms, and CMS behavior

Distinct business

Distinct business

Regional expertise, seller services, audience priorities, and brand voice

Regional expertise, seller services, audience priorities, and brand voice

One design approach

One design approach

A flexible system that supports both without compromising either

A flexible system that supports both without compromising either

CMS EVOLUTION

CMS EVOLUTION

03

03

How property presentation expanded.

How property presentation expanded.

These aren’t one-to-one redesigns of a single component. They show the property sections earlier REALSTACK sites used, next to the range of branded directions I designed for new client projects.

These aren’t one-to-one redesigns of a single component. They show the property sections earlier REALSTACK sites used, next to the range of branded directions I designed for new client projects.

BEFORE · Earlier REALSTACK property sections

BEFORE · Earlier REALSTACK property sections

AFTER · New directions designed for client sites

AFTER · New directions designed for client sites

FROM SYSTEM TO WEBSITES

FROM SYSTEM TO WEBSITES

04

04

Selected websites built from the shared platform.

Selected websites built from the shared platform.

The shared product stays consistent underneath. What visitors experience is a website shaped around the brokerage’s audience, region, positioning, and content priorities.

The shared product stays consistent underneath. What visitors experience is a website shaped around the brokerage’s audience, region, positioning, and content priorities.

GEORGIA DIRT PROPERTIES SERVICES ABOUT

BACK TO THE LAND. ROOTED IN WHAT MATTERS.

Explore land of uncommon character.

Ranches · Farms · Recreational properties

GEORGIA DIRT LAND & FARM

GEORGIA DIRT LAND & FARM

Bold and editorial, rooted in Georgia land, farm, and recreation.

Bold and editorial, rooted in Georgia land, farm, and recreation.

ARNOLD REALTY PROPERTIES SERVICES ABOUT

LAND & LEGACY

Explore land of uncommon character.

Ranches · Farms · Recreational properties

ARNOLD REALTY

ARNOLD REALTY

Western ranch heritage for Wyoming, South Dakota, and Montana land.

Western ranch heritage for Wyoming, South Dakota, and Montana land.

WEST POLE PARTNERS PROPERTIES SERVICES ABOUT

TEXAS HILL COUNTRY LAND. REAL EXPERTISE.

Explore land of uncommon character.

Ranches · Farms · Recreational properties

GO WEST LANDS PROPERTIES SERVICES ABOUT

FIND YOUR PIECE OF TEXAS

Explore land of uncommon character.

Ranches · Farms · Recreational properties

HALDON BURGENER PROPERTIES SERVICES ABOUT

HELPING YOU SELL

Explore land of uncommon character.

Ranches · Farms · Recreational properties

+ 35 MORE BROKERAGE SITES DESIGNED ON REALSTACK

+ 35 MORE BROKERAGE SITES DESIGNED ON REALSTACK

DEEP DIVE · LIMESTONE

DEEP DIVE · LIMESTONE

05

05

Turning a brokerage into a trusted, long-term advisor.

Turning a brokerage into a trusted, long-term advisor.

Limestone needed more than a polished listings site. The experience positions the team as a source of local knowledge and practical guidance across the full life of ranch ownership.

Limestone needed more than a polished listings site. The experience positions the team as a source of local knowledge and practical guidance across the full life of ranch ownership.

Limestone Ranch Advisory page (full scroll)

CONTENT + INTERACTION

Structure the story around the relationship, not the transaction.

Structure the story around the relationship, not the transaction.

The advisory page moves from an overview into service pathways, progressive detail, and a clear ownership journey. Warm stone tones and editorial typography reinforce a quiet, knowledgeable point of view.

The advisory page moves from an overview into service pathways, progressive detail, and a clear ownership journey. Warm stone tones and editorial typography reinforce a quiet, knowledgeable point of view.

01 Lead with a clear advisory promise

01 Lead with a clear advisory promise

02 Break dense services into explorable paths

02 Break dense services into explorable paths

03 Use imagery to establish regional credibility

03 Use imagery to establish regional credibility

04 End with a conversation, not a hard sell

04 End with a conversation, not a hard sell

REUSABLE SYSTEM

REUSABLE SYSTEM

06

06

Reusable modules. Purposeful variation.

Reusable modules. Purposeful variation.

A shared component vocabulary made future sites faster to shape and easier to hand off. Each module has a consistent job, but its composition can shift with the client’s priorities and content.

A shared component vocabulary made future sites faster to shape and easier to hand off. Each module has a consistent job, but its composition can shift with the client’s priorities and content.

01

FIND YOUR LAND

Search by county or acreage Search

Cedar Creek Ranch

412 ac. · $1.9M

Pine Hollow Tract

412 ac. · $1.9M

River Bend Farm

412 ac. · $1.9M

Property discovery

Search, filters, maps, and listing cards built around what land buyers look for, like acreage and location.

Search, filters, maps, and listing cards built around what land buyers look for, like acreage and location.

02

SELL WITH US

Know what your land is worth.

01 Valuation

02 Marketing

03 Closing

Free, no-obligation land valuation

Seller confidence

Process, proof, market knowledge, and valuation content that reduce uncertainty.

Process, proof, market knowledge, and valuation content that reduce uncertainty.

03

INSIGHTS

From the field

All Market Guides Water

Buying your first ranch

Land values across the Panhandle

Editorial authority

Articles, interviews, guides, and local insight that make expertise visible.

Articles, interviews, guides, and local insight that make expertise visible.

04

TALK TO A LAND SPECIALIST

Ready to buy or sell land?

Full name

Email

Phone

Send message

Lead capture

Calls to action and contact paths matched to the moment, feeding the platform’s lead management.

Calls to action and contact paths matched to the moment, feeding the platform’s lead management.

OUTCOME

OUTCOME

07

07

A repeatable way to design at scale without losing a sense of place.

Design at scale. Keep the sense of place.

An AI-assisted workflow cut the time it takes me to design a full site, and the new module variations gave each brokerage more ways to look like itself. That left more time for what matters most: brand positioning, content hierarchy, regional credibility, and the buyer and seller journeys.

An AI-assisted workflow cut the time it takes me to design a full site, and the new module variations gave each brokerage more ways to look like itself. That left more time for what matters most: brand positioning, content hierarchy, regional credibility, and the buyer and seller journeys.

Clearer buyer and seller pathways

Clearer buyer and seller pathways

Reusable CMS-ready page patterns

Reusable CMS-ready page patterns

Distinct visual systems for each brand

Distinct visual systems for each brand

A smoother path from design to development

A smoother path from design to development

40+

brokerage websites designed over two years

brokerage websites designed over two years

10+

new featured-listing module variations added to the CMS

new featured-listing module variations added to the CMS

20+ → 6 hrs

to design a full site, after I built an AI-assisted design workflow

to design a full site, after I built an AI-assisted design workflow

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Zansors

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