— WHAT I DID

  • Research & findings report

  • Brand positioning

  • Content strategy & hierarchies

  • IA & wireframes

  • Content development

  • Audience personas & brand guidelines

— TOOLS

  • Google Docs

  • Basecamp

— FOR HOW LONG

  • 6 months

solo real estate

In collaboration with our art director, I worked to update a local real estate agency’s site to better communicate their rooted history and extensive knowledge of Philly, as well as their dedication to going above and beyond for their clients. This site launched to positive reviews that felt true to the realtors and loyal customers, and even sparked interest from potential clients.

Some considerations that drove our strategy:

  • Tell a more comprehensive story about how Solo is with their clients every step of the way — both through the house-hunting process and through their lifetime as homeowners.

  • Make the site as simple and concise as possible — weaving in Solo’s values — since the end goal is to ultimately connect users with an agent.

  • Better develop messaging for investors, as that’s currently lacking on Solo’s site and investors are an audience they wanted to connect with more.

  • Better communicate the sustainability efforts mentioned by the team, as interviews showed that clients were unaware.

  • The previous tagline “Love Where You Live” only resonated with buyers and renters — ignoring investors and sellers. Use the old line as a sustainability mantra while creating an overarching message that lets every audience feel that Solo has their back.

By reading through all of the content that exists on their current site, understanding the different audiences through an extensive discovery phase, and evolving Solo’s identity and story, we were able to create a simpler and more audience-focused website.

 

In addition to content that tailors to the needs of specific audiences, we also wanted to capture the realty’s personality and values on the new site. Because Solo prioritizes responsible development and remains conscious of their impact as real estate agents, we created pages such as Solo for Sustainability and Solo Stories that give anecdotes and examples of the ways in which Solo tries to build Philly communities.

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“Love Where You Live™ is not just a catchy phrase, it’s what drives us. We believe it’s our responsibility to make our communities a place worth loving. At Solo, our part doesn’t end when we help individuals move into a neighborhood. Through responsible development, non-profit partnerships, and sustainability efforts—such as composting and recycling—we strive to make our communities (and our planet) even better.”