Rebuilding Sierra Pacific's Website & Digital Presence
Who is Sierra Pacific Properties?
Sierra Pacific Properties (SPPI) does it all. They are a developer, owner, and operator of commercial real estate in the East Bay, spread across office buildings, business parks, shopping centers, and multi-family residential communities. With nearly four decades of presence in the Concord and Solano County markets, the company's community presence was strong, however they lacked any real online presence.
My Role
When I first joined the project, their website consisted of a stripped down home page and outdated HTML pages displaying their contact page and property categories. Their portfolio pages were outdated and had inaccurate information displayed. The goal I was positioned with taking over, was to redesign the SPPI website to position the company as a reliable, legitimate, and trustworthy presence in the Northern California commercial property market.
PROJECT METRICS
increase in conversion events
increase in organic search sessions
increase in organic engagement rate
THE CONTEXT
40 Years of Leadership, Zero Digital Footprint.
SPPI’s outdated HTML website failed to reflect their institutional credibility, creating high friction for prospective tenants trying to discover available properties.
Audit of SPPI's existing website
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
Analytics review of current traffic and user behavior
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
Competitive analysis of comparable commercial property websites
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
SeenoHomes data flow between platforms. Hover image to zoom in!
How We Solved It
01
Modernized Branding
Updated logo and branding to continue the legacy branding.
02
Updated Information Architecture
Updated Information Architecture
03
Live Sales Data
Synchronized four separate sales and listing platforms into the company's first public flow.
Reflections
This project marked my transition from contributor to owner.
I learned how to step into leadership when structure disappears, balance technical and business constraints, and earn trust through follow-through rather than title. Most importantly, I learned that strong products come from taking responsibility when it matters most.
What Others Said
"I had the privilege of working closely with Elise on several key initiatives, most notably the buildout of our new website as part of the company’s rebranding efforts. Her leadership, expertise, and dedication have been invaluable to our team. Elise spearheaded the website project with remarkable precision and insight." — New Marketing Manager, Seeno Homes
Rebuilding Sierra Pacific's Website & Digital Presence
What is Seeno Homes?
Seeno Homes is a family-owned homebuilder and real estate developer that has been shaping communities throughout Northern California’s East Bay for over 80 years.
Project Metrics
+1,214%
Conversion Events
+111%
Organic Search Sessions
+68%
Organic Engagement Rate
+1,214%
Conversion Events
+111%
Organic Search Sessions
+68%
Organic Engagement Rate
increase in conversion events
increase in organic search sessions
increase in organic engagement rate
Buying a home is stressful
Buying a home is stressful, and modern Bay Area buyers expect the digital experience to be flawless. They want real-time accuracy, transparent listing updates, and an interface that feels as current and dynamic as any other modern e-commerce application.
Our goal was to completely rebuild Seeno Homes' public-facing website. We needed to protect and respect eight decades of hard-earned regional brand trust while completely overhauling the way users discover, evaluate, and interact with available homes online.
To do that, we had to build something the company had never attempted before: a public pipeline exposing internal, live sales data directly to prospective buyers.
The Business Goal
Rebuild Seeno Homes' public-facing website to reflect 80+ years of brand trust while bringing it in line with how modern buyers expect to find and evaluate homes online.
This was the company's first platform to expose live internal sales data publicly — making accuracy, trust, and legal compliance non-negotiable from day one.
The Context
SeenoHomes data flow between platforms.
TECHNICAL
Legacy systems
Internal sales data had never been integrated into a public-facing platform. Four separate systems needed to talk to each other for the first time.
LEGAL
Compliance requirements
California privacy laws and ADA accessibility standards were non-negotiable constraints that shaped every design and data decision.
Multiple stakeholders
Sales, marketing, and executive leadership all had a seat at the table with different priorities, timelines, and opinions on how the site should work.
ORGANIZATIONAL
Analytics review of current traffic and user behavior
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
Audit of SPPI's existing website
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
Competitive analysis of comparable commercial property websites
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
How We Solved It
01
Modernized Branding
Updated logo and branding to continue the legacy branding.
02
Updated Information Architecture
Updated Information Architecture
03
Live Sales Data
Synchronized four separate sales and listing platforms into the company's first public flow.
Reflections
This project was the first moment it clicked for me what it actually means to go from a contributor to an owner.
When the project lost its structure, I realized no one was coming to save the day. I quickly decided that this was my project to own. I learned how to juggle technical limits with business goals on the fly, and I quickly discovered that I didn't need a fancy title to lead, I just needed to earn people’s trust by consistently showing up and delivering.
My biggest takeaway is that great products don't happen because of a good process. They happen because someone cares enough to take total accountability when it matters most.
What Others Said
"I had the privilege of working closely with Elise on several key initiatives, most notably the buildout of our new website as part of the company’s rebranding efforts. Her leadership, expertise, and dedication have been invaluable to our team. Elise spearheaded the website project with remarkable precision and insight." — New Marketing Manager, Seeno Homes
My Role
The Seeno Homes website redesign was the first project where I found myself operating like a product manager without realizing it. I wasn’t originally hired to lead the project, but I got involved early because I wanted to be part of the decision-making process.
When the original project lead left, I stepped into ownership and became responsible for moving the project forward. I worked closely with executives and stakeholders to align priorities, make decisions around the site structure and user experience, and guide the redesign through launch.
Rebuilding Sierra Pacific's Website & Digital Presence
I led the redesign of Seeno Homes’ website, modernizing the digital experience for an 80+ year-old Bay Area homebuilder.
The project introduced the company’s first live sales data integration while navigating legal constraints, ADA compliance, and complex stakeholder needs. Mid-project, I stepped into full product ownership and helped drive a launch that resulted in a 1,214% increase in conversion events.
Who is Sierra Pacific Properties?
Sierra Pacific Properties (SPPI) does it all. They are a developer, owner, and operator of commercial real estate in the East Bay, spread across office buildings, business parks, shopping centers, and multi-family residential communities. With nearly four decades of presence in the Concord and Solano County markets, the company's community presence was strong, however they lacked any real online presence.
My Role
When I first joined the project, their website consisted of a stripped down home page and outdated HTML pages displaying their contact page and property categories. Their portfolio pages were outdated and had inaccurate information displayed. The goal I was positioned with taking over, was to redesign the SPPI website to position the company as a reliable, legitimate, and trustworthy presence in the Northern California commercial property market.
Project Metrics
increase in conversion events
increase in organic search sessions
increase in organic engagement rate
A legacy company relying on word-of-mouth
XX
Understanding the current market trends
My research covered three areas:
an audit of SPPI's existing website and social media accounts
an analytics review of current traffic and user behavior
a competitive analysis of comparable commercial property websites.
The Context
Competitive analysis of comparable commercial property websites
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
SeenoHomes data flow between platforms. Hover image to zoom in!
Legacy systems
Internal sales data had never been integrated into a public-facing platform. Four separate systems needed to talk to each other for the first time.
Compliance requirements
California privacy laws and ADA accessibility standards were non-negotiable constraints that shaped every design and data decision.
Multiple stakeholders
Sales, marketing, and executive leadership all had a seat at the table with different priorities, timelines, and opinions on how the site should work.
Audit of SPPI's existing website
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
Analytics review of current traffic and user behavior
Both LinkedIn and Facebook accounts existed but were inconsistent and low-engagement — used sporadically, with no unified content strategy or visual system connecting them to the main site.
How We Solved It
01
Modernized Branding
Updated logo and branding to continue the legacy branding.
02
Updated Information Architecture
Updated Information Architecture
03
Live Sales Data
Synchronized four separate sales and listing platforms into the company's first public flow.
Reflections
This project was the first moment it clicked for me what it actually means to go from a contributor to an owner.
When the project lost its structure, I realized no one was coming to save the day. I quickly decided that this was my project to own. I learned how to juggle technical limits with business goals on the fly, and I quickly discovered that I didn't need a fancy title to lead, I just needed to earn people’s trust by consistently showing up and delivering.
My biggest takeaway is that great products don't happen because of a good process. They happen because someone cares enough to take total accountability when it matters most.
What Others Said
"I had the privilege of working closely with Elise on several key initiatives, most notably the buildout of our new website as part of the company’s rebranding efforts. Her leadership, expertise, and dedication have been invaluable to our team. Elise spearheaded the website project with remarkable precision and insight." — New Marketing Manager, Seeno Homes
