MAC Property
A boutique agency site its owner runs herself: listings, photos and sold stickers without a phone call.
"What impressed me most was the editing system he set up, it's incredibly intuitive, so we can update content ourselves without needing to call him for every little change." · Michelle McVicar, MAC Property
The brief
Michelle runs a boutique agency out of Canowindra, against national franchises with marketing departments behind them. The site had to hold its own next to theirs, and it had to be hers to run. In real estate the content moves faster than anyone can brief it out: a property goes under offer on a Tuesday and the site is wrong by Tuesday afternoon.
So the real brief was not a design. It was independence. Anything she has to ring someone about is something that will sit wrong for a week.
What I built
Hand-coded, with no theme and no page builder underneath it, around a black-and-gold identity built for the brand rather than picked off a palette. WCAG AA contrast and focus states throughout, because a listing page nobody can read on a phone in the sun is not finished.
Behind it sits Ellipse Edit, my own platform, with a listings and rentals manager. She creates a property, uploads her own photos, writes her own copy and marks it sold. Her own custom domain and email came with the build, and the lead-magnet guide she was handing out was rebuilt in her brand as a tracked download rather than a file attached to an email.
What it changed
She publishes without me. A property sells and the sticker goes on that hour, by her, from her phone. I am not in the loop, and that was the point.