Prepared for Howard Hanna
By The Good People Studio
A Digital Growth Proposal · 2026
An opportunity to bring together social content, high-performing campaign experiences, and continuous optimization — built around the relationship between Howard Hanna and Topwater Roofing.
(01) — What we see today
Howard Hanna has a strong brand and a capable platform. The opportunity is to sharpen the marketing experience around them — not to replace what is already performing.
01
A recognizable brand
Howard Hanna already has a distinctive identity, established social content, community stories, property imagery, and agent-focused communications.
Opportunity
Build on what already works instead of reinventing the brand.
02
A sophisticated digital platform
The website provides property search and a complex real estate experience. A complete replacement could involve substantial technical and integration risk.
Opportunity
Improve the marketing experience around the existing platform before deciding whether a full rebuild is justified.
03
A performance opportunity
Current measurements suggest meaningful room to improve how the site performs — particularly on mobile interaction responsiveness.
Opportunity
Investigate the root causes before committing to large-scale change.
Initial observations
How the site performs today
PageSpeed · Oct 27, 2026
Mobile Lighthouse
Desktop Lighthouse
SEO
Accessibility
Best Practices
Mixed
Core Web Vitals
Mobile failed · Desktop passed
Initial observations from the supplied PageSpeed report, October 27, 2026. Mobile interaction responsiveness is one area to investigate; further investigation is required to identify root causes. These scores alone do not establish the cause of the performance issues.
The opportunity isn’t to replace everything. It’s to identify what will create the most value.
(02) — Three ways we can create value
Social media & brand growth
Build a more intentional social presence around the brand’s existing strengths.
The goal is recognition, trust, engagement, and qualified interest — not more content just to fill a calendar.
Social strategy and content pillars
Creative direction and reusable templates
Property and luxury listing storytelling
Reels and short-form video
Before-and-after and project stories
Agent-ready content that is easy to reshare
Community, local expertise, and company stories
Educational content and market insights
Content calendars, publishing, and reporting
Performance analysis and continuous experimentation
Website growth without a full rebuild
Improve the marketing layer while preserving the existing property-search and backend systems where appropriate.
Value without the risk and cost of replacing the core platform.
Technical performance investigation
Mobile UX and interaction optimization
Conversion and analytics review
Campaign landing pages
Improved lead capture
Better campaign-specific messaging
SEO and content opportunities
Landing-page testing and iteration
Premium digital experiences
Dedicated experiences that support high-value initiatives.
Individual campaigns can be launched, measured, improved, and reused as a repeatable system.
Luxury property landing pages
New development and community launches
Property video and storytelling experiences
Agent-specific campaign pages
Local market guides
Recruitment and agent-branding campaigns
Paid campaign landing pages
Lead-generation experiences for selected initiatives
(03) — Six-month roadmap
Each month builds on the last — discover, build, launch, and then optimize, expand, and scale based on what the evidence shows.
Month 01
Discover
Review the existing digital ecosystem
Understand objectives and stakeholders
Audit social content and website performance
Review analytics and tracking
Identify the highest-value opportunities
Establish baseline metrics
Outcome
A prioritized action plan.
Month 02
Build
Establish social content pillars and visual direction
Develop the initial content system
Identify the first campaign opportunity
Design and launch an initial landing page if approved
Address agreed high-priority UX or technical issues
Outcome
The first improvements are live or in implementation.
Month 03
Launch & learn
Publish and distribute content
Activate campaign experiences
Measure engagement and conversion behavior
Identify content themes and approaches that perform best
Outcome
Initial evidence to inform the next priorities.
Month 04
Optimize
Improve successful content formats
Refine landing pages and calls to action
Address newly identified performance opportunities
Expand promising campaign themes
Outcome
A stronger, more effective marketing system.
Month 05
Expand
Extend successful campaigns to new opportunities
Explore additional luxury, development, or local-market initiatives
Develop reusable agent marketing resources
Connect social, search, and website campaigns
Outcome
Successful approaches become repeatable.
Month 06
Consolidate & scale
Review performance against the original baseline
Identify the strongest-performing activities
Document lessons and recommendations
Agree on the next six-month priorities
Outcome
A data-informed plan for continued growth.
The roadmap provides direction. What we prioritize next depends on what we learn, what the data shows, and where the business has the greatest opportunity.
(04) — How the system connects
Content creates attention, digital experiences turn interest into action, and measurement helps us decide what to improve next. The flow compounds — each loop teaches us where to invest.
A note on measurement
Tracking and attribution depend on available analytics, platform access, and appropriate consent configuration.
Social content
Attention & trust
Campaign landing pages
Measurable interactions
Learning & optimization
Better campaigns
(06) — Investment
Engagements are structured as monthly partnerships so momentum compounds. Begin where the opportunity is clearest and expand as the system proves itself.
Social Growth
$3,000–4,500
per month
Agent-level and brand social presence built for consistency, reach, and recruiting appeal.
Content system & monthly calendar
Short-form video direction
Profile & brand optimization
Monthly performance review
Digital Growth
$3,500–7,500
per month
Website performance, search visibility, and conversion improvements across the digital footprint.
Performance & Core Web Vitals
SEO & local search
Landing pages & lead capture
Analytics & reporting
Recommended
Combined Growth Partnership
$6,000–9,000
per month
The full system — social, digital, and performance working as one compounding engine.
Everything in both tracks
Unified strategy & roadmap
Priority delivery
Quarterly planning sessions
Recommended initial term: six months — enough time for the system to compound and for results to become measurable.
Project work — one-time
Distinct from the monthly partnership. These are scoped, one-time engagements for specific builds.
Luxury / development landing page
High-end single-property or development presentation page.
$4,000–8,000
Marketing website
Multi-page marketing site with full design and build.
$25,000–45,000
Full platform rebuild
Complete rebuild of the core web platform.
$60,000–120,000+
Preliminary — scope dependent
(07) — Recommended approach
A focused first phase builds proof quickly, then expands into the full system with confidence.
01
Lead with digital performance.
Fix Core Web Vitals and search visibility first — the fastest, most measurable wins.
02
Build the content engine in parallel.
Stand up the social system early so brand presence compounds from month one.
03
Connect capture to follow-up.
Unify landing pages, lead capture, and reporting into one measurable flow.
04
Prove, then expand.
Use the first results to justify the broader combined partnership.
05
Plan the platform.
Scope the larger rebuild deliberately, informed by real performance data.
(08) — Selected experience
Work spanning product, platform, and brand — with teams who care about craft as much as outcomes.
C01
Planhat
Customer Platform
C02
Fourthline
Identity / KYC
C03
The Power MBA
Education
C04
Smile2Impress
Healthtech
C05
Aviso
SaaS
C06
StaySafeOnline
Security
Shaked Ginott — Planhat
Lead Web Designer
“She always went the extra mile and made us feel confident we were in good hands throughout the whole journey.”
Ljiljana Ilovača — Fourthline
“She helped us immensely with everything — from the simplest things to genuinely complex issues.”
Franco Brutti — The Power MBA
“Highly responsive and patient. Over a year of work, she resolved every issue quickly and professionally.”
Stanislav Rechkovich — Smile2Impress
“Instrumental in our move to Framer. We launched high-quality pages faster than we expected.”
Arun Sharma — Aviso
“A deep understanding of Framer — she solved complex challenges with confidence and clarity.”
Arturo Morales — StaySafeOnline
Full references available on request.
(09) — Partnership
This conversation began through a trusted relationship. Topwater Roofing introduced the studio to Howard Hanna — one strong partnership opening the door to another.
Topwater Roofing
The trusted introduction
The Good People Studio
Design, technology & growth
Howard Hanna
The opportunity ahead
(10) — Next step
The opportunity is clear and the path is practical. A focused first six months can turn today’s digital presence into a measurable, compounding advantage.
Introductions warmly facilitated through Topwater Roofing.
The Good People Studio
Proposal prepared for Howard Hanna.