InmoYael
A €2,300 website brief that became external marketing direction for a real-estate business: 40+ pages, a CRM dependency, a staging-to-production migration, and an ending I am not going to dress up.
InmoYael was Andrés’s client, not mine. He brought me in because improving the website was part of his CRM implementation strategy, and we worked the engagement together.
My role was external marketing direction: strategy, website, SEO, measurement, methodology, documentation and digital architecture. Andrés held the client relationship, the Zoho CRM work and the design-side elements.
I am specific about this because a portfolio that blurs who did what is not worth reading.
It began as a €2,300 website project. It became marketing direction, because once you start asking where the leads go after they arrive, the website stops being the whole question.
A real-estate site is not a brochure. Properties change, the CRM is the source of truth, the search has to work against live data, and the whole thing has to survive a migration from staging into production without losing any of it.
- 40+ pages published, 35 URLs, 7 SEO hubs, 24 URLs with full on-page SEO implementation
- GA4 and Google Tag Manager with configured conversion events
- Zoho integration and workflows; Zoho Flow active
- Working property search against real listings — 15 properties imported in v1, 31 live later
- Staging to production migration on WordPress / Houzez / Elementor
- Legal, cookie and Consent Mode implementation; redirects and sitemap
- Linktree rebuilt with prioritised destinations and UTM tracking
- 12 blog entries published
- 82 client feedback points executed
- Post-launch stabilisation and technical troubleshooting
- 11 real contact submissions received through the implemented forms
Production is where digital projects actually get decided. This one had a staging-to-production migration, property data that had to arrive intact, CRM dependencies outside my control, Consent Mode behaving differently once live, CDN caching masking fixes, and a run of bugs that only existed in production.
One of them was mine: a capitalisation mistake in a permalink broke a form, and it took me longer than I would like to find it. I mention it because anyone who has run a delivery knows that list is never empty, and a case study without one is a brochure.
The client ended the relationship in August 2026, dissatisfied.
The technical work and the deliverables are verifiable and they are listed above. What did not happen was a clean line from that work to measurable business outcomes — the dependencies were not all mine to close, and the engagement stopped before the parts that would have produced those numbers were finished.
I am not going to argue the point in public, and I am not going to present this as a growth story. It is a delivery story, and it is the most complex single build I have been responsible for.
Ownership under ambiguity, at real scale: 40+ pages, a live CRM dependency, multiple stakeholders, an 82-point client feedback round executed, and a migration that had to work.
It also proves the thing I would want a client to check before hiring me — that I will tell you what actually happened.
Have a digital project
that needs someone to own it?
Tell me what you are trying to build, fix or figure out. I reply to every enquiry, usually within two working days.