Someone touring a waterfront apartment in Marina del Rey and someone touring a garden community out in Victorville are not the same person, and neither of them is shopping for a management company. They are looking for somewhere to live. But no operator can keep sixty unrelated design systems alive either, and what I walked into was the worst of both: sites built by different vendors in different years, expensive to change and impossible to compare. So I drew a hard line between what stays fixed and what gets to flex per building.
RoleMarketing Manager → Business Applications
Years2020–22
DeliverablesBrand · Web · Promos · Lead capture
Corporate site The parent brand carries portfolio-scale numbers and routes into each property, which gets its own hero and identity underneath.Visit the live site ↗
Before
esring.com · 2020Scroll ↓
What I walked into A leasing vendor’s stock template carrying a two-button region picker, one featured property and a company history. Nothing on it helped a renter work out where they actually wanted to live, and every building underneath it sat on a separate site, built by a different vendor in a different year.
Shared layer, local layer
Page structure, component library, enquiry flow, accessibility and performance held constant.
Photography, palette, neighbourhood voice and amenity emphasis moved per building. A new property
could then launch in days rather than months, and an improvement made once propagated across the
whole estate.
After
www.esring.comScroll ↓
One door, six regions The corporate site sorts renters by market first (Los Angeles, Marina del Rey, Orange County, Ventura, San Bernardino, Bay Area), then hands them to the property brand underneath.
One chassis, fifteen identities
Underneath the parent brand every property runs the same structure: the same navigation, the same
tour and enquiry rail, the same promotions bar, the same lead capture wired into the leasing platform.
What flexes is the logo, the palette, the photography and the way each building talks. A renter never
meets the template, only the building.
The revenue step is the enquiry, so floor plans, live availability, and contact forms were reworked
so a renter could go from listing to tour request without leaving the page. This ran through the
period when touring moved online and the website became the tour, which put every bit
of weight on imagery, floor plan clarity, and how fast someone could reach a human. As the role moved
into business applications, those forms were wired back to the platforms leasing actually runs on.
esring.com/properties
One search, whole portfolio Filters, map view, live pricing and an apply link on every result, so a renter can compare buildings before picking one to tour.
Always on
None of this was a launch-and-leave. Move-in specials, seasonal promotions, amenity updates,
availability copy and photography ran across every property site on a rolling schedule: written, built, swapped out and taken down as each building’s occupancy moved. Fifteen sites in
constant motion, kept accurate and on-brand week after week.
Outcome
Traffic across the portfolio grew 45%, and fifteen-plus property brands moved onto one system without losing what made each building its own.
Portfolio size and traffic growth per Andrea’s record of the engagement. All trademarks, logos and brand names are the property of their respective owners.
