Lokaal Makelaardij
An established estate agent in the Haarlem area with a strong, personal brand, but a site that got lost among the standard agency templates. We built a new site that positions Lokaal as the local, personal alternative, with an admin portal and a CRM integration behind it.
- Role
- Design & development
- Services
- Full redesign · CRM integration · SEO & GEO optimisation · Admin portal
- Year
- 2025
- Location
- Haarlem area
One project, two halves
Lokaal is a personal estate agent in the Haarlem area, but the old site showed little of that: a generic template, cluttered and hard to find. I rebuilt the office as the local, personal alternative, in one project with two halves. On the front a fast, bilingual site that shows visitors right away who they're dealing with. On the back a portal of their own where the team does the work, with listings coming in automatically from their CRM.
The public site
A calm, fast site that always shows current listings and presents the office personally.
The portal
A private environment for requests, deals and documents, with the data in one place.
What visitors see
Three parts of the live site, recorded from the real build.
A homepage that captures the region
The homepage opens with the place names where Lokaal is active, gently blending into one another, with the two agents themselves on screen.
Services to browse through
Visitors swipe through what Lokaal does with a simple gesture and click through to the full explanation per service, without the page getting crowded.
The listings, always current
The current listings are searchable right away by location, price and size, and lead in one click to a calm, cinematic property page.
Where the office works
The private portal behind the site, where the team manages the requests, deals and documents.
Deals by stage
Every sale and rental sits in the stage it's in, from first contact to completion, so nothing slips through.
Requests you work through
Requests from the site gather in one overview that you pick up one by one, link to a property and handle.
The AI document studio
Estate agents produce documents non-stop: sales advice, valuations, rental proposals. Usually that starts with a rough Word text and a folder of photos, and then hours of nudging things to fit the house style. Here the agent picks a template, uploads the text and the photos, and a complete A4 document appears in one go, print-ready and in the right house style. Refining happens by typing in plain language, 'make the price bigger', 'swap that photo and the description', with a live preview on the left that updates instantly. The office uses its own AI key and sees the cost per document tick along live, and the templates are theirs to adjust.
Fast, always current and safe with your data.
The site loads fast and stays smooth, even under load. That keeps visitors around and helps you get found.
New and sold properties appear on the site automatically. You don't have to keep anything up to date twice.
Only what may be public reaches the site. Seller details and bids stay inside.
The portal sits behind a secure login, so no one outside the office can reach the data.
Documents come out reliably in the house style, and you see the AI cost per document.
Designed and built solo
Design, frontend, backend and the AI layer, I did all of it myself, from the first sketch to the live site and the portal. The hardest part was getting the Realworks integration clean and safe, with the private data guaranteed out of it. What I'm most pleased with is the document studio: an office that, in a few sentences, has a document in its house style ready, with the tech completely out of sight.