Field reports / Mt. Airy
Independent residential real estate broker
A 1981-licensed broker on a Dreamweaver export from 2005.
What we found
Site DOCTYPE is XHTML 1.0 Transitional. Embedded comments reveal it was authored in Macromedia Dreamweaver — a tool that hasn’t shipped a meaningful update in 15+ years. Layout is HTML tables with sliced-image navigation and spacer.gif spacers throughout. Owner contact email is on a legacy Verizon ISP address. Background image is a JPEG named "fuzzy-peach.jpg." Body has inline onload= JavaScript using Macromedia/early-Adobe-era preload functions. The broker himself has been licensed since 1981 — real authority, real referral network, real GCI annually.
What it’s costing them
Compass and Fox & Roach Realtors are running Google Ads against "Mt Airy realtor" and "Germantown homes for sale." His site wouldn’t pass their landing-page quality scoring, so paid is closed off. Modern brokerage marketing — IDX feeds, neighborhood-specific landing pages, a working lead capture — is foundational; without it, agents at the other firms are picking up leads that should be his. For a 40-year-licensed broker doing $20–$40M in volume annually, even a 5% capture lift is $50K–$100K of GCI.
What we’d do
Rebuild (Tier 03). Modern brokerage site — IDX integration, neighborhood guides for Mt. Airy / Germantown / Chestnut Hill, lead capture, SEO equity preserved via 301s. Branded email migration off the Verizon address. After launch we’d talk about Tier 04 if he wants the recurring lead flow.