Elicker
Overview
Palmetto State Properties needed a digital presence that would introduce their dual business model: real estate brokerage and property management. Early on, they asked for a platform to present services, display property listings (both internal and via MLS integration), and capture the brand’s unique personality. My role covered strategy, content architecture, UI/UX, branding, and illustration to help them stand out in a crowded market.
Challenge
In a field where many firms lean formal, Palmetto wanted to evoke a relaxed, vacation-like feel. The challenge was twofold: first, to differentiate them visually and tonally; and second, to manage technical complexity—integrating MLS / IDX data feeds—without losing stylistic consistency or usability. On top of that, we needed to support user flows for homeowners, property seekers, and clients registering for property management services, all within a coherent site structure.
Client
Palmetto State Properties
My Role
Content Strategy
Information Architecture
Wireframing
UI/UX
Branding
Illustration
Approach: Establishing a Visual Identity
As a branding consultant, I created visual identity concepts rooted in the idea of “living in a vacation spot”; approachable, warm, and youthful. Custom illustrations reinforced that tone throughout. For the IDX/MLS integration, I adapted the site’s stylesheet to reshape external data selectors, ensuring imported listings felt native to the brand rather than pasted in.
Custom Illustrations
For the online product, I started with content audits and stakeholder conversations to define user pain points and business goals. Then, I drafted a sitemap and iterated with the client until the architecture felt balanced. I developed process flows to chart the onboarding path for property owners registering for management.
The Architecture
Setting the tone for the user experience, I’d gathered all of the content I could find or extract. Based on what reasearch I’d gathered of the user, I defined their needs and pain-points and balanced my intentions with the company’s goals and vision. After drafting a sitemap, I then shared my ideas of the architecture with my client. After a few revisions, some additions and subtractions, the blueprint was in place.
Customized Data Feed
As the IDX pulls in the MLS data, the option to customize the stylesheet was imperative in maintaining consistency and brand essence. I’d manipulated the incoming data selectors within the stylesheet to customize the populated content, adhering to the standards of the Palmetto State Properties brand.
Snapshot
Utilizing secure and useful tools for the firm’s clients and an intuitive home search that offers all users an experience that transcends the competitors’ basic property feed display. Google has routinely ranked the site highly among users, monthly impression milestones have been exceeded and the firm’s goals continue to be defined and met.
