.RealEstate
Modernizing the .RealEstate Digital Platform
Industry
Real Estate, Digital Marketing
- Development
Overview
As the real estate industry continues to evolve, .RealEstate undertook a strategic platform modernization to better serve real estate professionals at every stage of their business. Formerly known as Get.Realtor, the brand has consolidated its digital ecosystem under one unified identity: .RealEstate. This evolution reflects a broader mission to empower real estate professionals to own, grow, and scale their online brand with confidence.
The modernization focused on clarity, flexibility, and long-term scalability, ensuring the platform supports REALTORS®, agents, brokers, associations, and real estate organizations with tools that feel modern, intuitive, and adaptable to their individual needs.
The Challenge
Over time, the platform had expanded to support multiple audiences and products, including domains, websites, and business tools. While powerful, this growth created friction across the digital experience:
• Legacy backend systems limited flexibility and speed.
• The user experience felt fragmented across content, navigation, and workflows.
• Brand messaging lacked consistency across touchpoints.
Customization options existed, but were difficult to scale and manage holistically. Additionally, there was market confusion around who the platform served. While domain offerings were a key entry point, .RealEstate needed to clearly communicate its broader value as a digital branding and growth platform, not just a domain provider.
Objectives
The platform modernization set out to achieve four core goals:
• Build a scalable, API-driven digital infrastructure that supports future growth.
• Create a cohesive, modern user experience across all web properties.
• Unify brand messaging and visual identity under the .RealEstate name.
Expand flexibility so professionals can tailor their online presence without complexity. This effort also aimed to ensure continued alignment with NAR-backed credibility while opening the platform to a wider real estate audience beyond domain-specific use cases.
Backend Modernization
The foundation of the transformation was a complete backend modernization. The platform was rebuilt with a cloud-native, API-driven architecture designed to support modular features, secure data flow, and seamless integrations with third-party tools.
This new infrastructure allows .RealEstate to evolve continuously without disrupting the user experience, while enabling faster feature development and easier long-term maintenance.
The modernized platform now supports a headless CMS, modular front-end components, and an orchestration layer that connects websites, domains, CRM tools, accessibility features, and future AI-driven capabilities into one cohesive ecosystem.
Website Redesign and UX Improvements
The website experience was reimagined from the ground up with a focus on clarity, accessibility, and usability. Key improvements included:
• A new information architecture designed around real user journeys.
• Modern UI and UX patterns with accessibility compliance built in.
• Improved performance across desktop and mobile experiences.
The result is a streamlined experience that helps users understand what .RealEstate offers and how it supports their business, without unnecessary friction.
Brand and Content Refresh
Alongside the technical rebuild, .RealEstate introduced a refreshed visual identity and messaging system. This update emphasizes trust, professionalism, and creative confidence, while reinforcing the brand’s promise to help professionals be seen and feel heard online.
Messaging was rewritten to highlight flexibility, industry-backed credibility, and scalable growth tools, ensuring consistency across marketing, product, and support channels.
Results and Impact
The modernization delivered immediate and long-term value:
• A scalable digital infrastructure built for future expansion.
• A unified, recognizable .RealEstate brand across all touchpoints.
• Faster content updates and easier platform management.
• A more intuitive, engaging experience for users across roles.
• Stronger alignment with the broader real estate digital ecosystem.
Most importantly, the platform now better reflects how real estate professionals actually work and grow their businesses today.
