From Listing to Story: Turning a Condo into a Conversation

Prepared by Ronald Mason · Strategic Visual Designer Case Study Framework · April–July 2025

1. Project Overview

Project Type: Real Estate Landing Page (Florida Condo)
Client: Mr. Salvatore (“Sal”) Mazzaferro
Location: Dania Beach, Florida

Platform: Framer
Timeline: March 22 – July 2025
Consultant: Ronald Mason (design, strategy, copy, implementation)

The mandate was to create a human-centered, strategically built landing page to help Sal privately promote and sell his top-floor corner unit in Dania Beach.

While nominally a real-estate project, it was treated as a strategic communication and UX design case study—demonstrating how research, emotional targeting, and structure can elevate even a simple property listing into a clear digital experience.

2. Origin & Relationship Context

Sal, a long-time acquaintance from Montreal’s restaurant scene, reached out on March 22 2025 through LinkedIn.

He owned a condo in Florida and wanted to sell it quickly amid shifting local politics and a slow market.

He had:
• A domain (sal-mazzaferro.com) via GoDaddy
• Photos and a short iMovie ad
• An active MLS listing managed by agent A.J. Ryan

He asked if I could “set up the site and distribute it through social media.”

I proposed a deeper strategic approach—focusing on buyer psychology and message design rather than mass promotion.

3. Mandate & Agreement (April 19 2025)

Scope of Work

• Strategic positioning and emotional framing

• Copywriting and content architecture

• Visual design and UX layout

• Framer build and launch

• Integration with Sal’s existing GoDaddy domain

• Documentation for a public case study

Terms

Delivered at a preferential rate as a personal gesture. In exchange, Ronald could document and publish the process as a professional case study.

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4. Research & Strategic Foundation (Phase 0)

SWOT Findings

• Strengths: quiet top-floor corner, abundant light, furnished, 40-year inspection passed.

• Weaknesses: older building, limited luxury appeal, not beachfront.

• Opportunities: growing retiree and remote-worker migration to Florida.

• Threats: high market competition, seasonal fluctuations, HOA sensitivity.

→ Decision: compete on peace, ease, and light, not on luxury or technology.

PESTEL Insights

• Political/Economic: Florida remains tax-favorable for retirees.

• Social: desire for simplicity and maintenance-free living.

• Technological: buyers not tech-driven.

• Environmental: emphasis on natural light and quiet living.

→ Decision: highlight lifestyle stability and comfort; avoid hype.

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5. Audience Definition

Primary Personas

1. U.S. Retiree (58–75): wants calm, practical comfort.

2. Seasonal Snowbird (55–70): seeks a low-maintenance winter base.

3. Remote Professional (45–60): needs light, privacy, and stability.

Emotional Drivers

• “I want simplicity without work.”

• “I want beauty without effort.”

• “I want privacy and calm.”

Eliminated Targets

• Canadian owners or buyers (too narrow, wrong motivation).

• Tech-oriented or luxury seekers (misaligned expectations).

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6. Messaging System

Core Emotional Strategy:

Sell peace and sunlight, not square footage.

Tone:

Calm, mature, trustworthy.

Avoided marketing clichés, urgency, or exclamation-based CTAs.

Language emphasized clarity, kindness, and credibility.

Structural Logic:

Emotion → Proof → Trust → Action.

Copy Anchors Adopted:

• “Simple Comforts, All Around.”

• “Relaxed Living, Sunlight, and Space — All in Dania Beach.”

• “No drama. No panic. Just structure and calm.”

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7. Visual & UX Framework (Phase 1 – 2)

Design Principles

• Mobile-first layout, then adapted for desktop.

• Light, air, and soft neutrals.

• Minimal friction, senior-friendly legibility.

Information Architecture

1. Hero / Welcome section

2. Fast Facts (icons + key data)

3. Why This Place Works

4. Photo Gallery

5. Special Feature Quote

6. Who It’s Perfect For

7. Local Highlights

8. Trust / MLS Reference

9. Contact

10. Footer

User Path

Guided scroll that feels conversational, not transactional.

Buttons only appear at natural decision points (e.g., after viewing proof or lifestyle).

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8. Research Validation & Data Integration

All property data cross-verified with:

• OneHome official listing

• A.J. Ryan prospect sheet

• Sal’s Facebook content

Photos were selected and lightly enhanced for brightness, preserving realism.

No artificial editing or over-retouching was used.

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9. Content Deliverables

Completed and Kept

• Final property description (fully rewritten, factual + emotional blend)

• Buyer personas & emotional map

• Strategic copy deck (headline system, CTAs, captions)

• UX wireframes (Affinity Designer)

• Framer layout setup and visual system

• Internal progress logs and checkpoint reports

• Email thread archive for documentation

Discarded or Simplified

• Early “Units / Floorplans / Pricing” subsections → unnecessary for single property.

• Canadian buyer focus → removed after market validation.

• Overly detailed eco or tech claims → dropped for simplicity.

• Complex inquiry form → replaced with direct call/email links (based on usability research).

• Realtor headshot and logo prominence → minimized; trust handled via MLS badge.

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10. Communication & Workflow Chronology

March 22 – April 18 2025

• Project initiated; background research and SWOT/PESTEL completed.

• Emotional tone and personas finalized.

• IA and layout drafts built in Affinity Designer.

April 19 – 27 2025

• Formal scope signed.

• Strategic update PDFs and emails sent.

• Content written; visuals aligned with personas.

• Framer build reached ~85 % completion by April 27.

April 30 2025

• First live prototype shared.

• Feedback loop established; timing adjusted for Sal’s availability.

May–June 2025

• Adjustments to tone, image brightness, and trust elements.

• Preparation for documentation and future case study.

July 2025

• Final property description compiled and formatted.

• Project closed successfully; condo sold shortly after publication.

• Testimonial received from Sal confirming collaboration and sale outcome.

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11. Outcome & Case Study Value

Practical Result:

The landing page supported the property’s visibility during a slow market and contributed to a successful sale within three months.

Strategic Value:

It validated Ronald’s “Invisible Plan” approach—using strategic empathy, data, and clear structure instead of high-pressure marketing.

Documented Deliverables for Portfolio

• Full strategic research log (SWOT + PESTEL + Personas)

• UX and IA maps

• Copywriting samples and label logic

• Visual storyboard (before/after tone comparison)

• Live demo link screenshots

• Client testimonial extract

Key Lessons Retained

• Real-estate UX benefits more from credibility and calm than from volume or animation.

• Mature buyers react to tone and trust, not gimmicks.

• A simple single-property page can function as both a marketing asset and a strategic design study.

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12. Conclusion

Between March and July 2025, the Sal Mazzaferro Condo Landing Page evolved from a simple request for help into a complete case study of strategic communication in practice.

What began as a personal favor became a demonstration of applied design intelligence:

clear research, emotional precision, and human-centered execution—proving that even a modest property listing can reveal the power of structure, empathy, and professional restraint.