How We Built Stacy Hurley’s Site for Commercial Real Estate Authority
Stacy Hurley is a commercial real estate advisor with 20+ years of experience. The brief: build a site that signals authority and credibility for the kind of client who’s shopping a $500K-$5M property listing.
This is a different conversion brief than the trades. Live case study.
The commercial real estate buyer
This isn’t a high-volume, low-friction conversion play. It’s a high-trust, low-volume play. A handful of qualified prospects are worth more than a thousand low-quality form fills.
The site has to:
- Communicate experience and authority on first impression
- Showcase property listings cleanly
- Provide enough detail that the prospect can self-qualify before reaching out
- Filter away residential-buyer inquiries (different business)
Decision 1: Editorial design, not flash
Subtle scroll-reveal animations, generous whitespace, restrained color palette. Reads like a publication, not a sales page. Commercial real estate clients respond to confidence, not enthusiasm.
Decision 2: Property listings front and center
The portfolio of current listings is the homepage’s primary content. Each listing has its own detail page with photos, specs, and contact path. This is also what generates inbound — specific listings rank for specific commercial-property searches.
Decision 3: Schema.org for search visibility
Real estate has its own structured-data vocabulary in Schema.org (RealEstateListing, Place, Person). We marked up listings, the agent, and the office. This makes Google more likely to surface listings directly in search results with photos and pricing.
Decision 4: Twenty years front and center
Experience is the differentiator. The homepage leads with it. This isn’t false modesty — in commercial real estate, longevity matters and prospects look for it.
Decision 5: Contact form qualification
The contact form has enough fields to filter for serious prospects without being so long it scares people off. Property type, transaction type, timeline, budget range. A prospect who fills it out is qualified; a prospect who doesn’t was probably never a real lead.
What we deliberately skipped
- A live chat widget (wrong tone for the buyer)
- Stock photos of cityscapes (real photos of real properties only)
- Heavy animations or video backgrounds (signals “newer agent compensating”)
- An IDX feed of every listing in the MLS (dilutes the focus — this is a curated portfolio, not a search engine)
What this kind of site costs to build
- Custom build: $2,500+. This was a custom build because of the listing structure, schema markup, and editorial design.
- Coderize Express: $199-$399/month works for newer agents who want to look established without the full custom build cost.
Want a similar build?
Free 15-minute audit of your current site. Reach out.
Related: Stacy Hurley case study, Real estate industry page, Why Isn’t My Website Showing on Google?
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