Description

Somos Franca operates out of Trelew, in Chubut, running three verticals under one brand: the estate agency, the HR arm and the accountancy practice. Each has its own audience, its own way of attracting clients and its own way of closing.

That is what makes this different from an ordinary estate-agency site. The site does not have one visitor: the same domain is entered by someone looking for a flat, someone looking for help with their CV and someone who needs an accountant.

Challenge

Three businesses on one site go wrong in two ways: throw everything in together and the visitor cannot tell what they have walked into; split it into three sites and the brand dilutes while you maintain three of everything.

On top of that came the property listing, with demands of its own: the southern market quotes in pesos or dollars depending on the deal, and house hunters filter by bedrooms before anything else. And all of it had to end up in the team’s hands: listing a property, publishing a post or changing a service price cannot depend on a call to the supplier.

Solution

The site opens with the three verticals in plain sight, each with its own path. The navigation makes clear at a glance where each visitor should go, and contact follows that split: each vertical has its own WhatsApp number, so the enquiry lands directly with whoever handles it.

The property listing is self-managed, with sale and rental types, prices in pesos or dollars depending on the deal, and a filter by number of bedrooms. Photos carry a watermark, which is what stops the property turning up listed by somebody else.

The rest of the site follows the same rule: the blog, the services with their prices and each vertical’s content are edited from the dashboard. The team was trained with a video tutorial of their own, and the property and contact forms all go to the sales inbox.

• Three verticals with their own paths under a single brand
• Self-managed property listing, for sale and rental
• Prices in pesos or dollars depending on the deal
• Filter by number of bedrooms and rooms
• Automatic watermark on property photos
• A WhatsApp line per vertical, so the enquiry reaches whoever handles it
• Blog and services with prices editable from the dashboard

Impact

The site is live and the team runs it alone: they list properties, publish posts and update service prices without asking anyone.

The project has been open for three years. Since launch we have kept adding features at the team’s request — the multi-currency rental type, the bedroom filter, the new service modules — which is how a site should grow: by what the business needs, not by what was planned a year earlier.