Selected Work · Studio Presence
McGhee Premier Properties
An editorial real estate website designed to reflect a seasoned agent’s growth and make luxury feel approachable.
PROJECT OVERVIEW
The brand needed to catch up.
Chris McGhee was no longer building toward credibility. His business had already earned it.
After closing two multi-million-dollar purchases within months of one another, the website Kendall Douglas Studio had previously created no longer reflected the level of the business. This redesign needed to show who Chris was now: polished, established, attentive, and still genuinely approachable.
The new presence positions McGhee Premier Properties across Austin and Dallas–Fort Worth, with Houston as a supporting market. Rather than making listings the center of the story, the website places Chris, his expertise, and the experience of working with him at the forefront.
Same agent. A sharper reflection.CLIENT
McGhee Premier Properties
AUDIENCE
Austin + DFW buyers at the $500K+ level
PLATFORM
Squarespace
PRIMARY GOAL
Brand positioning + lead generation
STRATEGIC PROJECT SCOPE
A complete reset, without losing the person behind the brand.
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With full creative direction, the redesign brought brand strategy, visual identity, website architecture, and lead capture into one cohesive experience.
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Brand direction
A refined identity system including logo, typography, color, and an editorial visual language created around Chris’s next stage of business.
Copywriting
Original messaging that communicates experience and polish without creating distance, pretense, or a minimum-price mentality.
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A refined identity system including logo, typography, color, and an editorial visual language created around Chris’s next stage of business.
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Audience direction, page hierarchy, calls to action, and a multi-market narrative centered on Austin and Dallas–Fort Worth.
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Original messaging that communicates experience and polish without creating distance, pretense, or a minimum-price mentality.
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A full desktop and mobile redesign across every page, balancing editorial composition with approachable usability.
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Professional photography and video curated into a varied architectural story that remains cohesive from page to page.
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Buyer and seller questionnaires moved from Google Forms into the website so inquiries and contact details can remain in one place.
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Core page structure and search foundations created to support visibility across the brand’s primary Texas markets.
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Responsive review, mobile refinement, testing, and launch support for a confident release across screen sizes.
Image direction
Professional photography and video curated into a varied architectural story that remains cohesive from page to page.
Foundational SEO
Core page structure and search foundations created to support visibility across the brand’s primary Texas markets.
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Website strategy
Audience direction, page hierarchy, calls to action, and a multi-market narrative centered on Austin and Dallas–Fort Worth.
Squarespace redesign
A full desktop and mobile redesign across every page, balancing editorial composition with approachable usability.
Lead questionnaires
Buyer and seller questionnaires moved from Google Forms into the website so inquiries and contact details can remain in one place.
Launch refinement
Responsive review, mobile refinement, testing, and launch support for a confident release across screen sizes.
WEBSITE STRATEGY
Make the expertise the main event.
The homes are part of the story. Chris is the reason clients stay.
Most real estate websites lead with search tools, listings, and familiar luxury clichés. This one deliberately does not. Chris brings market expertise, attention to detail, a personal style, and the ability to guide first-time and experienced buyers with the same level of care.
Architectural imagery, strong typography, and editorial pacing establish polish. Welcoming language and clear pathways remove the distance. Austin and DFW share the lead while Houston appears as an intentionally smaller supporting market.
Reflect the level now
Lead with the advisor
Hold two markets together
Make lead capture intentional
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Build for the established agent Chris has become, rather than preserving a digital presence created for an earlier stage of the business.
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Shift attention away from generic property search and toward the expertise, judgment, and relationship clients are actually choosing.
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Present Austin and Dallas–Fort Worth as equally credible home bases while keeping Houston visible as a supporting market.
-
Replace disconnected Google Forms with branded buyer and seller questionnaires that keep inquiries organized inside the website.
Build for the established agent Chris has become, rather than preserving a digital presence created for an earlier stage of the business.
Shift attention away from generic property search and toward the expertise, judgment, and relationship clients are actually choosing.
Present Austin and Dallas–Fort Worth as equally credible home bases while keeping Houston visible as a supporting market.
Replace disconnected Google Forms with branded buyer and seller questionnaires that keep inquiries organized inside the website.
THE FINISHED PRESENCE
One brand. Every screen.
Editorial, experienced, entirely Chris.
THE OUTCOME
A clearer brand, built for what comes next.
McGhee Premier Properties now has a digital presence that matches the way the business has grown.
Because the redesign is less than a month old, performance data is still developing. The immediate result is a stronger sense of brand confidence and a clearer way to communicate Chris’s experience, markets, and approach.
The new questionnaires also create a practical bridge to the next phase: migrating organized lead data into a CRM and introducing the brand’s first newsletter.
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A distinct identity beyond generic realtor templates
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Clear Austin and DFW positioning with Houston support
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Buyer and seller inquiries consolidated inside the website
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A stronger foundation for CRM and newsletter expansion
CLIENT REFLECTION
In his words.
I reached out to Blair because I was ready to build my real estate brand. She helped me figure out who I wanted to work with and made a plan. Blair handled my branding, built a great website, and even created the materials I needed for potential clients. She was easy to talk to and very professional. I’d definitely recommend her to anyone who needs help getting their business together, especially other realtors!
— Chris McGhee, Realtor, Austin & Dallas-Ft. Worth, TX
YOUR NEXT CHAPTER DESERVES A STRONGER PRESENCE
Ready for a website that reflects where your business is now?
Let’s create an online home that reflects your personality, supports your goals, and helps the right people feel comfortable taking the next step.
Let’s build some great sh*t together.