Property Marketing Websites
Design, feature additions & portfolio scaling.
- Role
- Marketing Strategy & Technology Lead
- Timeframe
- 2025
- Stack
- Astro/TypeScript · Cloudflare Pages/Workers/D1 · PostHog + Microsoft Clarity · Leaflet · EmailJS · Sveltia CMS
- Headline metric
- One template → 45 sites; 22-property listings + self-serve tour booking
The problem
AGM's properties needed marketing sites that looked premium, actually converted prospects into tours, and could scale across a large portfolio — without a developer hand-rebuilding each one, and without the brand drifting from property to property.
The approach
Three pillars carried the work:
Design
A premium, conversion-first design system — type scale, color tokens, and a reusable component library — that keeps every property on-brand while reading modern and trustworthy rather than template-y.
Feature additions
High-intent features layered in iteratively: unit favorites, side-by-side comparison, an affordability calculator (the 30%-of-income rule), scarcity signals, interactive maps with a commute estimator, and self-serve tour booking with automatic lead capture. Every interaction is instrumented with a named PostHog/Clarity event taxonomy (tour_requested, unit_favorited, floor_plan_viewed…) for full-funnel visibility, plus JSON-LD SEO schema.
Portfolio scaling
Template-as-code: one codebase plus a per-site JSON config renders 45 microsites, so one template change propagates to all of them. A git-based headless CMS lets non-technical staff update units, photos, and copy safely, and a centralized listings + tour-booking backend powers 22 properties from one system.
How it's built
Astro 5 (static) on Cloudflare Pages for the microsite platform; a Cloudflare Workers + D1 backend for tour slots, bookings, and per-property auth; vanilla CSS design tokens for per-site theming; Leaflet maps; EmailJS for lead routing; and Sveltia CMS via GitHub OAuth. The system spans two repos — magnolia-apartments-agm and agm-availabilities.
The outcome
Brand-consistent marketing at portfolio scale from a single codebase; a 22-property listings hub with self-serve tour booking that captures leads automatically (no leasing-office phone tag); and end-to-end funnel visibility — page → gallery → unit → tour — that turns marketing spend into measurable conversion data.