Branding and web design for a Texas-transplant-turned-Nashville-Realtor 


The Situation

Having moved to Nashville from Texas, Susan Hoag was apprehensive about differentiating herself as a realtor in a market that felt so saturated already. Having a lifetime of knowledge in the industry, she felt confident about her capabilities but simply uncertain about marketing herself. Without a website to capture leads or a customized brand with which she could set herself apart, she feared she would become just another face on the website of the company for which she worked.

The Solution

Smudgepot worked closely with Susan to come up with a brand that was representative of her vivacious personality and her passion for real estate. We crafted clear language that pulled on the heartstrings of her clients — real estate is an emotional business! — and designed a beautiful brand identity and website, which give potential new clients a clear idea of how to buy or sell with Susan. By photographing her in her home and also capturing photos of the space itself, Susan's website serves as a poignant representation of her and her business.


Based upon her qualifications and her REAL personality, I decided to work with Smudgepot to create a visual brand and professional website for my real estate business. Being from Texas, initially I wasn’t sure how to set myself apart as a realtor in  Nashville's saturated industry, but I feel like I’ve totally done that now. I loved the way Maddie communicated with me throughout the process and kept me on track so the project kept moving forward. She listened to what I wanted, helped me clarify my messaging, and worked with me to come up with a brand that feels representative of me and my business. My experience with Maddie was awesome, and I would for sure suggest her to others in my field!

Susan Hoag, REALTOR


Eager to grow her business as a realtor, Susan Hoag came to Smudgepot in search of a distinct visual identity that would be representative of her personality and also set her apart, professionally. By combining warm earth tones, clean and classic typeface, and a touch of southern charm, we created a visual identity that gives insight to Susan’s story and allows her to stand out in a crowded industry.



Although it might not seem like it from the outside, those who have purchased or sold a home know that the business of real estate can be very emotional! We decided to lean in to those emotions with the persuasive language we crafted on Susan's website. By positioning her as the solution to her client's real estate worries and woes, Susan is able to act as the expert guide that facilitates the resolution of her client's problems. 

Website Design


A real estate website that moves you

At the end of the day, it's no big secret what a real estate agent does — they help their clients buy and sell properties. That's why their personal brand and charisma are so important in setting themselves apart. Our goal with Susan Hoag's website was to create a website that felt truly representative of her: warm, inviting, real. Pulling inspiration from her Texas roots, her love for Ralph Lauren, and a long-standing love affair with both horses and houses, we crafted a website that felt perfectly Susan. 



because its more than just a home


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