With nearly 50 years of combined experience in the real estate industry, real estate broker Ron Caceres and developer John Anagnostou recently founded Caceres & Anagnostou Realty, a real estate development and brokerage firm dedicated to redeveloping and leasing out historic commercial properties in and around Woodland, California.
The story of Caceres & Anagnostou Realty is really the story of the properties they have rehabilitated and returned to their former glory. Their website needed to show the value and quality of their work.
Getting a new brand started off on the right foot.
The Caceres & Anagnostou Realty website development project presented us with an all-too-rare opportunity: To start from scratch on a design. Web design is typically defined by compromise: finding a balance between creating a rich new look, while preserving important branding elements defined in previous site iterations (even if those elements are somewhat dated or constraining). However, Caceres & Anagnostou was a brand new business entity, and only a logo had been designed, so our graphic designers and web developers had a prime opportunity to show their skills.
Ron Caceres’ and John Anagnostou’s goals for the website were for it to:
- Generate leasing prospects
- Raise awareness of the company
- Showcase their properties
- Provide information to investors, tenants, and lenders
Thankfully, the partnership had already completed some amazing development projects in Woodland. This meant we had the opportunity to use real life evidence of their expertise to reinforce the website’s message, and make it into an effective marketing tool.
In real estate, imagery is everything.
Caceres & Anagnostou had a portfolio of amazing projects, but lacked the quality photography necessary to showcase the buildings. To remedy this, we called on the services of Sacramento photographer Felipe Silva, popularly known on Instagram as @the_lost_coast. Felipe worked directly with Ron and John, and traveled to Woodland to take interior and exterior shots of the properties. But to really capture the scope of the company’s work, Felipe turned to his professional drone rig to capture aerial views of the buildings.
Felipe’s work allows potential investors and lessees to appreciate the potential of these properties from a revealing perspective rarely afforded by Caceres & Anagnostou’s competitors. Felipe’s assistance has been invaluable on previous projects, such as the Track 7 Brewing website, and this certainly proved to be the case here as well. Our designers and developers were extremely grateful to have such high quality photography to build the site around.
But imagery is just the start of a great website. It was time to create the content.
Post Modern Marketing created all of the written content for the website. To facilitate this, our content writer John Nesler sat down and interviewed Ron Caceres about the company’s properties, and then spoke with John Anagnostou by phone. We also worked with Ron and John to obtain building plans and financial information that would have to be made available on the website.
Because of the historic value of the company’s buildings—much of Downtown Woodland is in the National Register of Historic Places—additional research was performed which turned up historical information useful for fleshing out the building descriptions.
Developing the website was a complex challenge, due to the amount of information that had to be organized.
The images and content were then passed on to CMO and developer Josh Rubin, who created a spacious-feeling design which showcased the company’s properties in all their glorious detail. But then came time to organize and lay out the plans, information, and other paperwork.
Building plans, tenant lists, and financial information had to be carefully sequestered so that investors and lenders could log in and access this information, while the general public would only have access to the main project pages with their photos, property descriptions, lists of spaces for rent, and rental applications. It took a fair amount of time to implement password protection where necessary, and then check and double-check to ensure that everything had been properly protected.
Once we had accommodated Ron and John’s final edits and launched the website, Ron came to our offices, where lead developer Emily Baker provided in-person training on how to edit and update the site. She also developed customized help videos which were embedded in the site’s back end where Ron and John could refer to them as needed. Lastly, CEO Chris Post sat down with Ron and provided guidance and advice as to how the business partners could best market the new realty company.
It was a pleasure to work with Ron Caceres and John Anagnostou, and to view the beautiful properties which they have renovated for the benefit of a whole new generation of Woodland residents and visitors. We will be providing ongoing assistance with the site, and look forward to finding even more ways that we can help the company to grow and succeed.