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Cross Street Website
Web Design
Agency/In-House
Cross Street
Website Link
Contributors
Karla Zamudio, Blog Design
Godfrey Systems, Development
Peak Realty is a mid-sized real estate firm offering a full spectrum of services as a rental agency, real estate brokerage, and multifamily development consultancy. In 2024 Peak Realty invested in a re-brand to differentiate themselves in a crowded market. Once their visual identity was established, they entrusted me to design the website.
Planning and Execution
I began by planning the site’s information architecture, working in close partnership with executive leadership and cross-functional teams to align business priorities with user needs. Our collaborative approach ensured the site would effectively surface both key organizational messaging and the content users expect at critical points in their journeys.
Once we aligned on the structure, I designed in sprints, creating pages in batches so the developer could build as I designed. This parallel workflow kept the project moving quickly and helped us deliver the site on an accelerated timeline.
Navigate by Need
With three core business verticals—leasing, sales, and development consulting—it was essential to ensure that the navigation was intuitive and clearly showcased all available services.
Customer Oriented
To make navigation even easier, I designed the first interaction on the homepage to act as a virtual broker. It asks the visitor how we can help, and invites users to respond through a Mad Lib-style form. Once completed, users are dynamically directed to the section of the website that best fits their needs.
A More Human Experience
I extended the Mad-Lib form concept into the Contact Us page. This approach breaks away from the typical form experience—making the process of filling them out feel less like a chore and more like they are speaking to a human.
Results
The new website launched in February 2024. Through close collaboration between the design, marketing, and development teams, active users nearly doubled—from 34,000 in 2023 to 63,000 in 2024. The site received positive feedback from clients and brokers alike, and several new hires cited the revamped website as a factor in their decision to join Cross Street.