1
Team, End to End
Brand, website, listings
system and agent tools
from one senior team
5
Boroughs
Manhattan, Brooklyn,
Queens, the Bronx and
Staten Island
3
Ways to Move
Buy, sell or rent, all from
one search
4
Filters
Sale or rent, bedrooms,
borough and keyword
In New York, most apartment searches start on the big portals. There, a boutique brokerage
is one listing card among thousands, with the same photo grid and the same layout as
everyone else. The service, the local knowledge and the people behind it disappear.
We were brought in to give The Brokerage NYC a home of its own. A brand that feels like a New
York firm, not a template, and a website where renters, buyers and sellers deal with the
agents directly.
We started with what a boutique firm has that a portal never will: people. A small team that
knows the buildings, answers the phone and walks you through the apartment. So the
strategy put the agents and the city at the center, not the search box.
That became the brand line: “A more trusted way home.” It covers all three audiences at
once. Renters want a straight answer, buyers want guidance, and sellers want a firm that will
present their home properly.
The identity is quiet on purpose. A serif wordmark with “New York City” set beneath it, a
monogram for small spaces, and a palette of black, off-white and warm stone tones taken
from the city’s own materials: limestone, brownstone, iron.
The photography rule is simple: real New York light, real interiors, people at ease in their
homes. Nothing staged, nothing loud. The guide covers the logo, color, type, photo
direction and voice.
Social for a brokerage works best as a window, not an ad. We set up three content types:
new listings shown properly, short borough guides, and agent introductions so people know
who they will meet before the first viewing.
Everything uses the same palette, type and photo style as the website, so a post, a listing
page and a business card all feel like the same firm.
RESULTS
Analytics was set up before launch, not after. We track inquiries per listing, saved favorites,
searches by borough and which agents get contacted most, so the team can see what is
working in each part of the city.
The goal is simple to measure: more people reaching The Brokerage NYC directly, instead of
through a portal that charges for every lead.
We designed and built the full website and listings system: search by sale or rent, bedrooms,
borough and keyword, a page for each borough, detailed listing pages, saved favorites, and
an agent on every listing.
Each listing has its own clean web address by borough and street, so every apartment can
be found on its own in search. The site is fast, built mobile-first, and made to look like the
brand, not like a portal.
Behind the website sits a private agent login. Agents add, edit and remove their own listings:
photos, price, beds, baths, size and description. A new apartment goes live in minutes, with
no developer and no waiting.
This is the part that keeps the site alive. A listings website is only as good as how fresh it is,
so we made updating it the easiest part of an agent’s day.
