Real Estate Brand, Helsinki

Context

A Helsinki residential development needed a brand website that could launch fast, support the marketing team's content needs without developer involvement, and capture leads for apartment viewings. The client's existing tooling was HubSpot, so the CMS had to stay in that ecosystem.

Constraint

HubSpot CMS is opinionated about templating and asset delivery. The design called for full-bleed imagery, scroll-driven reveals, and a premium editorial feel that pushed well beyond standard HubSpot themes. The site also had to perform well on Core Web Vitals since the target audience searches locally.

What I built

A custom HubSpot CMS website for a premium Helsinki residential project. The site includes hero sequences, apartment listing modules, neighbourhood guides, a booking flow for viewings, and a content blog, all editable by the marketing team through HubSpot's visual editor.

Decisions

• Built custom HubSpot modules rather than using marketplace themes so the design was not constrained by template limits.
• Used HubSpot's drag-and-drop areas so the marketing team can rearrange page sections without touching code.
• Optimised images and deferred non-critical scripts to hit LCP targets despite HubSpot's asset pipeline.
• Integrated HubSpot forms with the CRM so every viewing request feeds directly into the sales pipeline.
• Added structured data for the real estate listing so Google can surface the property in local search results.

Outcome

The site launched on schedule and the marketing team manages all content independently. Lead capture through the viewing booking form became the primary inbound channel for the project.

Stack

• HubSpot CMS
• HubL
• JavaScript
• CSS
• HubSpot CRM
• Google Analytics