Platinum Condo Broker

Platinum Condo Broker, a trusted leader in Canadian pre-construction real estate, needed a centralized digital hub where clients could seamlessly explore listings, access investment resources, and connect with agents. With over $100M in active project opportunities, the brokerage wanted a website that would not only showcase its luxury brand but also streamline the experience for both investors and internal teams. The challenge was to design and develop a solution that was intuitive, scalable, and powerful enough to handle high traffic while integrating directly with the brokerage’s sales operations.

Real estate investors often juggle dozens of projects across multiple builders and locations. The existing site made this process unnecessarily complex: listings were difficult to filter, key information was scattered, and there were no integrated tools to help users evaluate opportunities on the spot. On the internal side, staff struggled with updating listings and managing leads because the CMS was not tailored to their workflow. These issues led to high bounce rates, lost opportunities, and an overall user experience that fell short of Platinum’s brand promise.

The primary goal was to empower investors to quickly find, filter, and evaluate projects with confidence, while giving internal staff a backend system that simplified content management and lead capture. At the same time, the design needed to elevate Platinum Condo Broker’s brand by reflecting their credibility, exclusivity, and luxury positioning.

I served as the Lead Designer and Developer on this project, working closely with the brokerage’s leadership, marketing, and sales teams. My responsibilities spanned the full process: conducting stakeholder interviews, mapping user journeys, creating wireframes and prototypes, building a custom CMS in Webflow, and developing integrations with third-party APIs and CRM tools. The project followed an agile workflow, with design and development sprints, user feedback cycles, and iterative refinements leading up to launch.

To ground the design in real user needs, I conducted interviews with both investors and internal staff. Two clear personas emerged. The first was the investor, who required a fast, transparent way to browse listings, run affordability checks, and gather information without feeling overwhelmed. The second was the internal agent or administrator, who needed a CMS that allowed them to upload new projects quickly and ensure data accuracy across hundreds of listings. Alongside these insights, I analyzed competing real estate platforms and found that while many offered polished directories, few delivered an integrated end-to-end solution that combined user-facing tools with an admin friendly backend. This gap shaped our design direction.

The design journey began with mapping out the user flows for both primary personas. For investors, the flow emphasized discovery through a custom filtering system, exploration via listing detail pages, and conversion through seamlessly integrated CRM intake forms. For internal staff, the flow focused on the content creation pipeline, from adding a new listing to syncing it across categories with minimal effort.

Low-fidelity wireframes helped translate these flows into tangible layouts. Early iterations focused heavily on simplifying navigation and structuring information hierarchies so that the experience felt intuitive rather than overwhelming. Through usability feedback, we refined initial ideas, such as how filtering options were presented, to better match user behavior.

From there, we advanced into high-fidelity prototypes. The UI system drew heavily on Platinum Condo Broker’s luxury positioning, using sophisticated typography, a clean grid system, and subtle brand cues to build trust and recognition. At the same time, I built a design system that allowed for scalability across new pages and states, ensuring consistency as the site expanded with more listings. On the backend, I developed a custom Webflow CMS with fields tailored to real estate: availability, floorplans, pricing, and builder details. This allowed staff to publish new listings in minutes, without technical assistance.

Several features became central to the product’s success. A custom filtering system allowed buyers to narrow projects across categories such as location, closing date, and property type, making navigation far faster. A mortgage calculator, powered by API integration, enabled users to evaluate affordability instantly, reducing friction in the decision-making process. A CRM integration funneled all lead inquiries into the brokerage’s internal system, ensuring agents could follow up quickly and efficiently. To account for the high share of mobile users, the design process started mobile-first, with all layouts tested rigorously across Apple and Android devices. Finally, to reduce paperwork and improve sustainability, I designed and implemented eco-friendly submission forms that let users securely upload and share documents with agents directly through the site.

Usability testing was conducted with a mix of external investors and internal staff members. Investors consistently highlighted the filtering system as one of the most valuable tools, noting how much faster it was to find relevant projects. The mortgage calculator received positive feedback for building confidence before outreach, while the project detail pages were praised for their clarity and organization. Internal staff appreciated the CMS for its simplicity, reporting significant time savings when uploading and managing listings.

Quantitatively, the redesigned site saw a noticeable reduction in bounce rates and a corresponding increase in lead submissions through integrated forms. The brokerage’s sales team also reported smoother operations, as CRM-connected intake forms ensured leads were routed efficiently and consistently.