A very different-looking property website that avoids the usual London stereotypes.


The challenge

As a London-based estate agency, they wanted to do things differently – properly. Co-founders Mariel Roe and Michael Whittaker saw a need for a way of business that was newer, better and simpler.

As estate agents with an ethical and environmental conscience, they strongly believed in the sustainability of their venture and became certified by Green Small Business. Properly saw themselves having a continuously positive and far-reaching impact on their local community.

Emboldened by their vision to approach estate agency differently, they began to consider how best to showcase their new business. They had an idea of how they wanted their website to appear, they just needed the right designers to bring their vision to life…


The objectives

Mariel and Michael wanted to stand out from the noise of London property and immediately differentiate themselves from their competitors. USPs were their meticulous attention to detail, their transparency and their social and environmental projects.

Properly wanted to showcase their customer-centric ethos. They wanted to be contactable at any time and were keen to positively engage with their local community via social media. They teamed up with local charities with the initiative to donate 3% of all their fees, giving their customers the choice of which charities they would donate to.

Properly wanted to really boost engagement with their website overhaul. They envisioned increasing their market share in targeted areas and increasing their valuations significantly. They also foresaw Properly being a progressive website, utilising features and technologies that would enhance the customer experience alongside generating leads.


The finished result

We created the bespoke website Mariel and Michael had envisioned. Following their brief, we fashioned a very different-looking property website that avoided London stereotypes.

We retained their original quirky colour palette of bright yellows offset against dark greens and salmon pinks for eye-catching and stylish presentation. For this, we took inspiration from other sectors, including fashion and lifestyle. The website has a relaxed, elegant and aesthetic appeal, featuring stunning commissioned photography.

To enhance the customer experience, we ensured we packed Properly’s new website full of lead generating technology. This acted as a fantastic, and undoubtedly stylish, platform for London’s most exciting property sector start-up.


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“Many thanks for this, we are both really happy with the final site. It looks great and exactly what we were looking for.”

Thanks for all the hard work you and the team have put in to it, it has taken a lot of time and effort from all us but the end result was definitely worth it. We will be in touch soon with ideas for the next phase of the site!

Michael Whittaker, Co-founder

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