Web Design for a Real Estate Agency Seeking to Raise The Standard

Immobilien und Hypotheken

What We Do: In the simplest sense, we sell real estate agency services to buyers and sellers (90% of what we do), as well as, recruit agents into the brokerage (10%). Helping people make smart, informed (often financial) decisions and achieve positive outcomes that enrich their life in areas that are often confusing and complex. We Target: While we can get paid for referring clients to any agent in the nation, the primary focus is working directly with clients. As a result, we tend to target the Metro Detroit area. Specifically, the southern part, often referred to as Downriver. On top geography, we target certain markets and personas. Those are as follows: First-time home buyers: they have a lot of fear about the process. Fears range from “I don’t want to be taken advantage of”, “I don’t want to overpay for my home and make a BAD financial decision”, “I’m hesitant to get into something I know nothing about.” Move-Up Buyers and Sellers: have familiarity with real estate, but need a solid plan for navigating a complex situation. For example, how do you buy a home and sell one at the same time? What are their options? Which comes first? Seller Who “inherited” a home: this category can be thought of as two separate markets. The first is the one who has been given the home or is responsible for the home due to the death of a loved one. The home could be part of probate, a trust, or was handed over through a quitclaim deed. The second group are those responsible for the decision making of their loved one. Example might be the daughter or son who needs to sell mom’s home so she can move into assisted living. They are now the “primary care” provider of their parents and need to make the right decisions for them.

www.dolinskigroup.com

In order to convey my style and theme, I think it helps to share a bit about my personality and that of the brand. I’m an enneagram personality type of 6w5 (The Defender). Here are some values that exist within the business and the way I operate: I defend against incompetence in agents who have no idea what they are doing and who lead their clients into poor financial outcomes because they didn’t know how to properly value a home and inform their clients. I defend against the complacency that realtors should get their 3% commission for sticking a sign in the yard or opening a door. Instead, I believe we have to earn our commissions by partnering with our clients and becoming qualified, expert advisors. I defend against “salesy” agents that are just trying to hit production numbers and who don’t care or don’t have time for their clients. Here is my about page that I feel like is pretty good about capturing who I am: https://www.zillow.com/profile/alexrcraig With that said, here are some styles, feelings and concepts to keep in mind: It should show professionalism and build trust through competence, intelligence, education, and systems. Avoid anything that seeks to build professionalism through appearance such as a person wearing a suit. Too salesy. It should focus on people rather than a home and places. It should focus on the positive outcomes of working with a real estate agent. NOT buying or finding a home. Sell the real estate process, our services, and the relationship and not the home. I would seek to find ways to incorporate elements of design as they are related to data, charts, education, being informed, etc. Potentially items you might find on a data analytics website. But don’t go too overboard as we are NOT a data company but rely on data. Just a few elements here and there. I want a startup like feel because I feel like I’m a bit “rebellious” and “disruptive” in that I believe agents need to earn their value. They have to create a service of value rather than hiding behind NAR to push public policy that favors and protects the Realtor profession over the benefits to clients. A company that I can think of might be like Ally or Huntington Bank. Their brand is also similar to the kind I’m targeting. So, I want the design to stay away from anything that looks too traditional or archaic (old brands like Coldwell Banker, Charles Schwab, and Wells Fargo). To further this point, I am going with the angle many “new” banks go with. The focus on relationships and banking for the customer. There is a large distrust for people in banking and “big banks”. Relationships above all else and protecting the clients from poor financial outcomes, bad real estate experiences, etc. That is our main goal. Doing what’s right by the person, not my own ambitions. One last point: I believe in excellence and mastery. A call to action to rise above the standard and don’t settle for average. But average is defined as apathy and incompetence rather than a lack of “drive” or “passive nature”. I don’t have preference for colors and am open to various color palettes.

https://docs.google.com/document/d/1BzM9dq4PfJpEoZjLNJwHCI2vo91FHJvzJ0AuAZ1w-wQ/edit?usp=sharing I have tried to share an easier format to read in this document. It has a lot of content but not as much design elements. I am NOT strict on the copy. Rework the copy as needed in order to create a good design.

+ Stay away from homes and landscapes. + Focus on people and happiness of working with a realtor. + Stay away from images of people that are overly professional but instead lead to a concept of family while still maintaining professionalism. + No IDX or CTA to search for homes + Avoid images that don't represent the area. Think more suburb than big-city, fancy high rise. Topographically we don't have mountains. We have lakes, farmlands, and suburbs. This is for the backgrounds people MAY be in but don't have to be in.

Please reach out to me if you have any questions. I will do my best to answer ANY questions.

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