An editorial rebuild for a modern luxury brokerage

01

The brief

Carr Olander earned its reputation the old-fashioned way — one $18M residence at a time. The original carrolander.com didn't reflect that practice. It read as a Christie's satellite page, not the boutique HNW advisory it actually is: a generic affiliate template, a font stack falling back to Times New Roman, no AI surface, no concierge, no lead capture beyond a contact form, and Investor buyers unaddressed.

02

Three surfaces, one voice

We rebuilt Carr Olander as a modern brokerage stack — editorial on the outside, intelligent underneath, private where it counts. The public site leads with imagery and restraint; every page has its own head() metadata, its own canonical, and its own share image. Nothing shares the home page's SEO by accident.

03

Design system

Bodoni for the voice. Inter for the sentences. A serif that carries auction-house authority, paired with a sans that reads cleanly on every device. Ink #1A1A1A · Bone #F5F1EA · Accent warm brick #B54327 · Muted #5C5C5C · Rule #D8D2C6. Dual-theme tokens tested in both modes. A cloud-safe font swap applied to every generated DOCX so Word Online renders as designed.

04

AI Concierge

A quiet, always-on assistant on every page, grounded on a transcript library of the principals' actual films — so recommendations link straight to the walkthrough that supports them. Behind the scenes it maintains a lead profile, capturing name, contact, intent, and preferences by conversation rather than by form. When someone asks about stunning views, high ceilings, or notable neighbors, they get 1320 Beverly Grove and Ricarda's film — every time, because the deterministic override guarantees it.

05

Private Office & Investor Insights

A gated surface for principals, family offices, and institutional buyers. Off-market briefs live here as downloadable PDFs; introductions are made discreetly and on the client's terms. Investor Insights lives on the public side but writes for a different reader — cap-rate, IRR, hold-period, cycle intelligence. Same voice, different intent.

06

Measured against the HNW set

Four metrics, five brokerages — Carr Olander against The Agency and Sotheby's (institutional / global) and Carolwood and H&H (boutique). On mobile speed, Carr Olander now leads every peer in the comparison — a straight consequence of the TanStack Start rebuild, aggressive image discipline, and killing every third-party script the old template dragged along. On AI readability, the site is the only one in the set that is genuinely answer-engine-ready.

07

Outcome

Mobile Lighthouse from 41 to 94. Domain Authority from 22 to 38. Search Visibility 5× the legacy baseline. AI Readability from D- to A. Zero rich-result-eligible pages became twelve; three pages with unique metadata became forty-eight. Domain Authority and Search Visibility are compounding metrics — both are projected to close the gap on the boutique mean within two additional quarters.