Results

I proved our old assumptions wrong, my own included. Branch managers wanted to use web-based tools to reach younger agents who were savvy with technology. Our assumption on "converting" productive agents looking for a new brokerage would be better served by targeted, personalized interactions.

I built a new content model, working closely with a copywriter and visual designer to reshape our information architecture. I indentified opportunities to shed ineffective messaging, and design opportunities to emphasize content that our target agents would be interested in.

I outlined the requirements for a new website that would be more functional, with room to grow into. In addition to the low hanging fruit of analytics a modern CMS, I focused heavily on content management and lead generation. A powerful contact form would collect lead. An organized blog with templates would become a key tool for social media content marketing.