Express Estate Agency Website, CRM and Branding Design
Koonj Imdad
Real Estate Agency — Branding, Website & CRM Design
Case Study | UI/UX Design | PropTech | Real
Estate CRM
Role: Lead Designer — sole designer responsible for all phases from brand identity through final UI delivery
Industry: Real Estate
Duration: 2-3 Months
Platform: Web-based SaaS application
Project Overview
Express Estate Agency is a UK-based property services firm that needed a complete digital product built from the ground up, a new brand identity, and a purpose-built CRM platform for their agents. The platform handles the full property lifecycle: leads, property listings, viewings, offers, purchasers, solicitor management, chain tracking, and completions, all within a single, unified workspace.
The Challenge
This project presented six distinct design challenges that required careful, systematic thinking rather than templated solutions:
Information Density: Each property record contains dozens of fields, financial data, contacts, progression statuses, solicitor details, viewings, offers, and chain links, all needing to be accessible without causing cognitive overload.
Multi-Role Workflows: Negotiators, managers, and administrators each needed different views, permissions, and action sets. The design had to feel unified while adapting to each role's actual working patterns.
Customisable Layouts: Agents wanted to personalise their list views, choosing columns, hiding irrelevant data, reordering fields, without breaking the underlying grid system or visual consistency.
Real-Time Scheduling: A fully functional viewing calendar embedded inside a property record, with day, week, and month views, needed to show bookings, conflicts, and statuses at a glance with no separate screen.
Brand from Zero: The client had no existing brand identity. Logo, color system, typography, and visual language all needed to be established first, then consistently applied across every screen.
Action-Rich Interfaces: Each record contains multiple inline actions — Send SMS, Send Email, Risk Assessment, EP Account Invite, Initiate Chat — requiring a clear hierarchy so the most-used actions are always within reach.
Branding
Design Process
Step 1 — Discovery & Stakeholder Research
Conducted interviews with estate agents and managers to map their day-to-day workflows. Built a task inventory covering every action taken across leads, properties, viewings, and completions. Audited competitor CRMs (Reapit, Jupix, Alto) to identify UX patterns worth adopting or deliberately subverting. Defined the full scope and agreed on a phased delivery plan with the client.
Step 2 — Brand Identity Design
Developed the Express Estate Agency logo, a bold, geometric mark using a vibrant color to signal energy and modernity against a traditionally conservative sector. Defined the full color system, typography scale, and iconographic style before touching a single UI screen. Produced a brand guidelines document covering logo usage, color rules, and typography hierarchy.
Step 3 — Information Architecture & Wireframing
Mapped the full navigation structure across six modules: Hunting (Leads, Calendar, Appointments), Farming (Properties, Applicants, Viewings, Offers, Purchasers, Solicitors), Tools, and Admin. Produced low-fidelity wireframes for 25+ screens covering primary views and key edge states, including empty states, loading states, and error conditions.
Step 4 — Component System & High-Fidelity Design
Built a scalable Figma component library, data tables with sortable, configurable columns; inline action toolbars; multi-tab detail pages; an embedded calendar widget; status badges; form patterns; and notification systems. Every component was documented with variants, interactive states, and usage notes for the development team.
Step 5 — Developer Handoff & Iteration
Delivered a structured Figma file with annotated specs, spacing tokens, color variables, and interaction notes. Ran two rounds of review with the development team, iterating on component boundaries and data binding patterns to ensure the design was buildable as specified.
Color Scheme & Typography
Key Screens Designed
Properties Listing — Advanced Search & Customisable Layout
The core list view agents spend most of their working day in. Features a search panel with six filter fields, a Layout Options panel for column configuration (display, hide, reorder), a sortable data table with per-row inline actions (favourite, edit, select), and pagination. The pink brand color is reserved exclusively for primary actions, keeping the table visually neutral so data reads cleanly.
Property Detail — Vendor & Purchaser Record
A deeply layered record view housing financial details, contact information, solicitor links, messaging triggers, progression flags, and a live viewings calendar. Organised into seven tabbed sections: Default, Property Details, Notes, Progression, Assignment, Chain, and Intro Call. An Exchange Month Prediction dropdown is placed in the header for manager visibility without disrupting agent workflow.
Embedded Viewings Calendar
A fully functional calendar widget built directly into the property record, no separate screen or modal. Supports Today, Week, and Month views with a toggle control. Shows viewer names, planned states, and overdue flags in a colour-coded grid. Planned viewings use a soft pink highlight; overdue items are flagged with an amber indicator.
Full Expanded Detail View
The complete property record showing all modules expanded: Property Info, Vendor Details, Viewings Calendar, Notes, Applicants, Offers, Chain, and Contracts. Each module collapses independently with a caret control. Every embedded sub-table follows the same column pattern, action affordance, and pagination style as the main listing — agents learn the interaction pattern once and apply it everywhere.
Website UI
Results
The completed design gives Express Estate Agency a platform its agents can rely on for every step of the property lifecycle.
Key outcomes:
25+ unique screens and states designed, covering every primary workflow and edge case
60+ reusable components built in the Figma library, production-ready for handoff
Six core modules fully designed: Hunting, Farming, Tools, Admin, and all sub-sections
One cohesive design language from the logo mark to the deepest nested data table
Full developer handoff with zero ambiguity — annotated specs, tokens, and interaction notes
Real Estate - CRM Design
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Posted Jun 10, 2026
Designed branding and web CRM for real estate agency, covering full property lifecycle.
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