There’s a moment that happens with many established realtors where their online presence quietly falls behind the way they actually do business. In person, they’re warm, attentive, deeply knowledgeable, and trusted. Online? Their website feels clunky, outdated, or indistinguishable from every other agent in their market.

That’s exactly where Michelle & Carley found themselves.

Michelle and Carley are a mother-daughter real estate team based in Ottawa, Canada (yay hometown shoutout!). From our very first call, it was immediately clear that they understood their clients deeply and cared about the full experience, not just the transaction. They’ve built an engaged audience on social media by focusing less on surface-level market stats and more on what actually matters to buyers and sellers: clarity, guidance, reassurance, and a genuine connection to the city they serve.

Their old website didn’t reflect that same warmth and it became increasingly clear that it no longer matched the way they actually show up for their clients.

When your website no longer represents who you are

On our first call, Carley admitted to me that their website was hard to update, visually dated, and felt impersonal. Like many real estate websites, it blended into the sea of templated brokerage designs: functional but generic. More importantly, it didn’t feel like them.

They shared that they felt embarrassed directing people to it… and that’s always a red flag I pay attention to. When a business owner hesitates to share their own website, it’s usually because it no longer reflects their identity, values, or how they actually work with clients.

What stood out to me right away, especially in a traditionally face-to-face industry like real estate, was how clearly Carley understood the value of digital marketing and strategic design. That awareness isn’t always a given in this space, but Michelle & Carley immediately saw their website as an extension of their relationship-driven approach, not just a place to display property listings.

That mindset set the tone for our entire collaboration together.

Rethinking what a real estate website is actually for

One of the first strategic conversations we had was around listings.

I asked Carley a question I often ask realtors: when was the last time a buyer or seller went to a specific agent’s website to search for listings, rather than using Realtor.ca, RE/MAX, or a dedicated home-search app?

In most cases, the answer is rarely!

Because of that, we decided not to embed a traditional IDX listing plugin — even though it’s often seen as a default “must-have” for real estate websites. Instead of letting an automated feed do all the heavy lifting (and strip listings of personality in the process), we chose a more intentional, human approach.

Michelle & Carley wanted to share their own listings thoughtfully, with context and perspective, not as a data dump. That decision aligned perfectly with their values and how they already show up online.

To make that possible, we used Showit with WordPress blog integration, giving them flexibility, ease of updates, and the ability to tell richer stories around each listing and neighbourhood.

Why Showit is a powerful platform for realtors

Showit is often overlooked in the real estate world, but it’s an incredibly strong platform for real estate agents who want their website to feel personal, modern, and brand-forward.

One of the biggest advantages is that Showit integrates with WordPress on the backend. This means realtors who do want MLS listings on their site still have that option. IDX plugins can be embedded seamlessly, allowing visitors to search by location, price range, number of bedrooms, and more, without the website feeling clunky or disconnected from the brand experience.

At the same time, Showit gives realtors full control over the front end of their site. Updating images, copy, links, or pages doesn’t require a developer or weeks of back-and-forth — it can be done in minutes (!!) That flexibility makes it much easier to keep the site current as listings change, priorities shift, or the business evolves.

From a practical standpoint, Showit allows for fully custom, design-forward layouts, strong mobile optimization, and SEO-friendly content… all without touching code. In a fast-moving industry like real estate, that matters. Less time managing a website means more time supporting clients, nurturing relationships, and staying present through the buying or selling process.

For Michelle & Carley, this meant building a site that could grow with them, without being boxed into rigid templates or clunky backend systems. Showit gave us the freedom to design something that genuinely feels like them rather than another brokerage default.

Designing a website that feels calm, warm, and human

From a visual standpoint, the goal was to create a sense of ease.

Real estate is already stressful. Buying or selling a home is emotional, overwhelming, and often time-sensitive. The website needed to counterbalance that — not add to it.

In knowing that, we leaned into creating a website experience that encompasses…

• Neutral, calming tones
• Paper textures for warmth and softness
• Hand-drawn elements to make the site feel approachable and lived-in

Nothing about the site feels cold, impersonal, or overly polished. Instead, it feels welcoming… much like a conversation with close friends instead of a business pitch!

Just as importantly, we were intentional about separating the buyer and seller journeys. While they exist under the same brand, they require different types of information, reassurance, and guidance. The new site gently acknowledges those differences while still reinforcing the bigger picture: Michelle & Carley are there to guide you every step of the way.

The goal was that by the time someone books a consultation, they already feel like they know Michelle & Carley and what it would be like to work with them.

A neighborhood-driven approach to connection and SEO

I can’t not talk about one of my favorite parts of this project, which is the neighbourhood page!

Instead of a generic area list or blog post, we created a custom, interactive map highlighting Ottawa neighbourhoods, complete with local landmarks, schools, restaurants, and community highlights. More importantly, this wasn’t just a design decision but instead a strategic marketing one.

In creating this optimized page, it allows Michelle & Carley to:

• Showcase their local expertise
• Celebrate the city they love and serve
• Create valuable, SEO-friendly content
• Link out to local businesses and community resources

It’s a more holistic way of approaching real estate: one that highlights lifestyle, community, and place, not just the properties themselves.

Going against the grain in an industry that rarely does

Real estate is often still very relationship-driven, with so much emphasis placed on in-person connection … and that part will always matter. But that doesn’t mean the online experience should feel like an afterthought or a box to check.

Michelle & Carley understood that investing in their website wasn’t about chasing trends or standing out just for the sake of it. It was about creating alignment. About building trust early, setting expectations clearly, and offering a digital space that reflects the same care and attention they bring to every client relationship.

Their website doesn’t try to compete with listing platforms or replace them. Instead, it plays a different role. It gives people a sense of who they are, how they work, and what it might feel like to have them by your side through the process… which, in a market like this, is often what matters most.

If you’re a realtor rethinking your online presence

Michelle & Carley’s website is a great example of what Showit website design for realtors can look like when it’s approached intentionally!

A bit of a hot take, as someone who’s been through the home buying journey myself, is that a realtor’s website shouldn’t try to function as a listing platform. It works far better as a personal brand website.

Listings are easy to find. Trust, connection, and that quiet sense of “this feels right” are not, and that’s where a well-designed website does its most meaningful work. Not every realtor needs an IDX-heavy site, but every realtor benefits from a website that builds trust, communicates values, and supports their brand long-term.

I design personality-led, conversion-focused websites for realtors who want to stand out in a crowded market without losing the warmth and humanity that make their business successful.

If you are ready for a rebrand overhaul, I’d love to connect with you!

★★★★★

“Working with Jess on our new website was such a joy. From day one, she really took the time to get to know us, our story, and our vision, and then brought it all to life in a way that feels so true to who we are. Every detail she designed feels thoughtful, welcoming, and elevated.

What we especially loved is how organized and seamless she made the entire process. Her systems are so streamlined that what could have felt overwhelming instead felt easy, clear, and even fun!!

In the end, we’re left with a website that feels like a genuine reflection of us and our business and we couldn’t be happier. Jess has such a gift, and we’re so grateful we had the chance to work with her “

— Carley, Real Estate Agent

Brand Photography Credit: Tania Blake Photography