What I learned
The most interesting part of this build wasn’t the front-end — it was the data plumbing. Property listings have to syndicate cleanly to Zillow and NHS BDX, which means the schema, the feed format, and the publish cadence have to be predictable and validated. Get that right and the marketing site is the easy part.
I also learned how much value lives in a careful data migration. Moving years of listings from a legacy CMS without losing canonical URLs or SEO equity is its own project; rushing it would have erased the client’s organic traffic overnight.
What I did
- Architected a custom WordPress web app sized to the homebuilder’s regional volume.
- Built custom XML feed outputs piping property listings to Zillow and NHS BDX.
- Designed a responsive front-end with Elementor as the content-team hand-off layer.
- Migrated existing listing data from the legacy platform with careful URL and metadata preservation.
- Hardened the site with security protocols appropriate for a property-data system.
What I shipped
A production homebuilder web app with live XML feeds syndicating listings to the major real-estate platforms, a content-team-friendly Elementor surface, and a clean migration path off the legacy CMS — extending the client’s listing reach without breaking their existing SEO footprint.
— Credit: ShakeWell Creative Agency