Coast & Country Property Group

The logo and colour direction were already established when I came on board — the brief was to build everything else. A website that positioned Coast & Country as a credible, approachable agency for both landlords and buyers across the region. Printed collateral for active property listings, designed to generate genuine buyer interest rather than just hold information. Auction materials for an upcoming campaign with a live sale date. An email marketing channel through Mailchimp, with a custom HTML template that looked as considered as the print work. And a Facebook presence set up from the ground up, with all copy and assets in place before the first post. The common thread: all written content — every service description, every property write-up, every subject line — was created by me.

Real estate is one of the most content-heavy categories to work in. Every property listing needs writing that is distinct enough to stand on its own while feeling consistent with the agency's voice. The same applies across formats — the language that works in a brochure reads differently in an email subject line, and differently again on a paddle leaflet in someone's hand at an auction. Getting the tone right across five different formats, for an audience that spans first-home buyers, investors, and landlords, without any of it feeling generic — that was the central challenge.

The auction had an additional pressure: a hard deadline and materials that needed to move people from interested to committed in the room on the day. And for the email campaign, custom HTML templates have to work across dozens of email clients — Mailchimp's builder helps, but a properly branded template means accounting for Outlook's rendering quirks at the same time as modern mobile clients.

The website was built from scratch in PHP, HTML, CSS, and JavaScript — no CMS, no theme. The page structure follows a buyer-journey logic rather than service-category logic: visitors encounter the problem being solved before they encounter the service that solves it. The four core offerings (property management, residential sales, leasing, and off-the-plan packages) are each framed around what the client wants to achieve, not just what Coast & Country does. The site is fully mobile-responsive and structured for SEO from the first line of code.

For the property brochures, every listing got its own written voice — coastal lifestyle properties needed warmth and aspiration, land packages needed clarity on inclusions and timelines, rural properties needed a different register entirely. Across all of them, the design applied the agency's colour system and logo consistently so each piece felt like it came from the same house, regardless of the property type.

The auction materials — particularly the paddle leaflet — were kept deliberately constrained. One page, key facts only, formatted to work in someone's hand in a noisy room. The Mailchimp setup involved configuring the account, building a custom-coded HTML email template that matched the print brand, and writing the first campaign content. The Facebook page was set up with cover art, about copy, and service descriptions, ready to publish.