Published on March 20, 2026
Overview
HOMESELL, a Connecticut-licensed real estate brokerage specializing in distressed property sales, partnered with my company to rebuild their website from the ground up.
Their previous website had usability issues, bugs, and limitations that made it difficult to effectively capture and manage leads. Rather than patching an aging system, the decision was made to fully rewrite the site, delivering a faster, more reliable, and conversion-focused experience integrated directly with their CRM.
Client Background
Client: HOMESELL
Project: Website redesign and rebuild with CRM integration
Location: Connecticut
HOMESELL focuses on helping Connecticut homeowners navigate complex and often urgent situations, including preforeclosure, probate, divorce, and other distressed property scenarios. Their services require a high level of trust, clarity, and responsiveness, making their website a critical funnel for potential clients.
As a brokerage operating in a sensitive and time-critical space, capturing and responding to leads quickly is essential to their business.
The Challenge
- Modernize an outdated website that suffered from bugs, poor usability, and limited functionality.
- Improve overall site performance, reliability, and user experience.
- Design a system that not only captures leads, but integrates seamlessly with their existing workflow.
- Build trust with users navigating high-stress situations through clear messaging and intuitive design.
- Deliver the new platform quickly to minimize disruption and start improving lead flow immediately.
The Solution
To deliver a high-performance, lead-driven website for HOMESELL:
Full Website Rewrite
Rebuilt the website from scratch to eliminate legacy issues, improve maintainability, and create a stable foundation for future growth.
Conversion-Focused Design
Crafted a clean, professional interface with clear messaging tailored to homeowners in distressed situations—emphasizing trust, speed, and ease of engagement.
Salesforce Web-to-Lead Integration
Implemented direct integration with Salesforce using Web-to-Lead, ensuring all inquiries are automatically captured, organized, and routed into HOMESELL’s CRM for immediate follow-up.
Lead Capture Optimization
Strategically placed calls-to-action and streamlined contact forms to reduce friction and increase conversion rates across the site.
Performance, QA & Mobile Optimization
Delivered a fast, fully responsive experience with thorough QA testing to ensure reliability across devices and browsers.
The Results
- Replaced a buggy, outdated website with a modern, stable, and scalable platform.
- Significantly improved lead capture and internal efficiency through seamless Salesforce integration.
- Delivered a faster, more user-friendly experience that builds trust with visitors in sensitive situations.
- Enabled HOMESELL to respond to leads more quickly, improving their ability to close deals.
Conclusion
By rebuilding HOMESELL’s website from the ground up and integrating it directly with Salesforce, I provided a powerful, streamlined platform for capturing and managing leads. The new site not only improves user experience but also strengthens HOMESELL’s ability to serve Connecticut homeowners in urgent need.
Need a website that doesn’t just look better—but actually works for your business? Let’s build it.