Case study · Real estate brokerage
Down Home Real Estate Co.: one brokerage website, built up over two years
A real estate brokerage in Southeastern Wisconsin that sells rural homes, hobby farms, lake properties and land. We launched its website in November 2024 and have kept building on it since: live listings, location pages, two landing pages and an apparel shop.
The Down Home website in numbers
A brokerage for rural Wisconsin property
Down Home Real Estate Co. is a real estate brokerage in Southeastern Wisconsin, run by Cameryn Dix. Its specialty is the kind of property many agents see only now and then: rural homes, hobby farms, lake and vacation properties, vacant land and investment properties.
Cameryn came to us in October 2024. We have worked with her ever since, so this case study covers more than a launch. It follows one website as it grew, a piece at a time, over two years.
The brief: a site that could grow with the brokerage
The first job was a website for the brokerage: who Cameryn is, what she sells, where she works and how to reach her. It had to speak to buyers and sellers of rural property in particular, and it had to look like Down Home and not like a template.
The second job was less visible. The site needed to be built so that new sections could be added later without starting over. That turned out to matter. Listings, location pages, landing pages and a shop have all been added since.
What the new site had to do:
- Introduce the broker and her team, because clients are choosing a person.
- Show each property type the brokerage handles, from rural homes to vacant land.
- Make the service area clear at a glance.
- Give buyers and sellers something useful to take away.
- Leave room to add new sections as the business grows.
- Be something the owner can update herself.
What we built
A WordPress site that started with seven sections and now also carries live listings, location pages, two landing pages and a shop.
The first site.
Home, About, Our Team, Services, Locations, Blog and Contact. The home page opens on a video header and moves through the brokerage's story, the service-area map, the property types and client reviews.
A service-area map.
A map of Wisconsin shows the counties the brokerage covers, with the list of counties beside it. We have expanded the map as coverage grew.
Buyer's and Seller's Guides.
Two downloadable guides, one for buyers and one for sellers, offered near the bottom of every page.
Live listings from the MLS.
The site is connected to the Metro MLS data feed. Current listings from the target counties appear on the site automatically, and each one has its own listing page with photos and property details.
A location page template.
Each community gets a page with the same parts: meet your realtor, area highlights, a local guide, an FAQ and local resources. New Berlin, Delavan and Oconomowoc are among the ten pages live today.
Two landing pages for new audiences.
One is for out-of-state owners who are selling property in Wisconsin. The other is for the Down Home WI Heros Program.
An apparel shop.
A WooCommerce store for Down Home branded apparel, with product variations, flat-rate shipping, free local pickup, and PayPal and Venmo at checkout.
SEO and blog posts every month.
Monthly SEO work and blog posts aimed at local searches that do not include the brokerage's name, such as questions about buying rural property in Wisconsin.
Around the site
Six screens from the parts added since launch.
How the site grew, phase by phase
The website, fall 2024
We designed and built the site on WordPress and launched it in November 2024, with the seven core sections, the service-area map, client reviews and the two guides.
SEO and content, from late 2024
Monthly SEO work began after launch, along with blog posts written for local, non-branded searches.
Live listings, fall 2025
We connected the site to the Metro MLS data feed. Listings from the target counties now appear on their own, each with a listing page.
Location pages, late 2025 into 2026
We built one repeatable location page template and rolled it out community by community, expanding the service-area map along the way.
New audiences, January 2026
We added a landing page for out-of-state property owners and a page for the Down Home WI Heros Program.
Apparel shop, 2026
We added a WooCommerce store for Down Home branded apparel to the same site.
Where the site stands now
The result is the scope of what one small brokerage website now does.
It shows current listings from the MLS. It has a location page for each of ten Wisconsin communities. It gives away a Buyer's Guide and a Seller's Guide. It speaks to two specific audiences on their own pages. It sells branded apparel. All of that lives on one site, and the owner can update it herself.
None of it required a rebuild. Each phase was added to the site that launched in November 2024.
The work continues. We handle hosting, updates, security monitoring and SEO audits, and the next location pages are on the way.
Services on this project
Website Design
Page layouts designed around how this client's customers decide and buy.
Website Development
The build itself: fast, responsive pages and the custom features the project needed.
SEO
Titles, headings, structure and local details set up so the site is found in search.
Hosting & Maintenance
Hosting, backups, security updates and content changes handled for the client.
In the same line of work? See how we build professional services websites.
Frequently Asked Questions
What other real estate brokers and agents ask us about this project.
On this site they do. It is connected to the Metro MLS data feed, so current listings from the counties the brokerage targets appear without anyone entering them, and each has its own page. What is possible for your site depends on the feed your MLS offers.
No. This site launched in November 2024 with its core pages. The listings, location pages, landing pages and shop were each added later, in separate phases, as the brokerage was ready for them.
They share one template: meet your realtor, area highlights, a local guide, an FAQ and local resources. The content of each page is written for its own community. A shared template keeps the pages consistent and makes the next one faster to build.
Yes. The apparel shop runs on WooCommerce inside the same WordPress site. It handles product variations such as size, flat-rate shipping, free local pickup, and payment by PayPal or Venmo.
Yes. The site runs on WordPress and the owner can update it herself. We stay on for hosting, updates and security monitoring, plus regular SEO audits.
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