STOCK Development
One company, a broader story.
Project: STOCK Development website, 2026 edition Scope: design, information architecture, content, development, and technical architecture, end to end
STOCK Development is an independently owned, multi-practice real estate developer: custom homes, residences, apartments, hospitality, commercial development, and related businesses. Its previous website centered on the luxury-home business, with separate sites carrying much of the rest. A visitor could understand a particular product without understanding the company behind it.
The 2026 site presents the whole organization as one company, while giving each business enough room to be understood on its own terms.
Two visitors, one site
The challenge was to serve two people at once: someone learning who STOCK Development is, and someone looking for a specific place to live. A corporate brochure would fail the second; a sales catalog would fail the first.
The structure gives visitors clear ways in: where the company builds, what its businesses do, and who it is. At the community level it gets specific: the character and location of a place, then floorplans, available homes, models, site plans, and how to reach the sales team. A company page sets the context, a community page explains the setting, and the product details support a decision.
Knowing the business first
Michael spent roughly fifteen years working with STOCK Development across technology, operations, and digital projects before this site. That meant the information architecture didn't start from an org chart; it started from knowing how the businesses relate and what a visitor actually needs to understand. The job was to make the breadth of the company legible to someone who didn't already know it.
Content and sales information, kept apart on purpose
Editorial content (copy, images, community structure) lives in a structured content system, so the company, community, and property pages share content models while keeping their own presentation. Inventory, pricing, lot availability, and floorplan data come from STOCK Development's proprietary CRM through an authenticated integration, not from a second set of numbers someone has to keep in sync. Prices and availability change as the business operates; they shouldn't be paragraphs in a CMS.
The integration respects what the numbers mean. A home's price is broken into its parts (base price, options, lot premium, furniture) and availability is kept separate from the marketing description. Pages are rendered on the server and refreshed on a schedule, so visitors get current information without every page hitting the CRM on every visit.
Beyond the website
The same records reach three other places:
- HubSpot, for marketing automation. Our integration connects HubSpot to the proprietary CRM, so marketing works from the same records as the sales team, without a manual export in between.
- A Zillow New Construction feed. Communities and available homes, shaped into the structured format Zillow's new-construction listings expect.
- A scheduled sync to Media Lab. Lot records are matched to Media Lab's neighborhood references and their availability translated into Media Lab's statuses, with every run logging what was updated, skipped, or failed.
One set of records, represented consistently wherever buyers find it.
The site was built in stages: the previous marketing site was first moved to a modern web framework as an interim step, then redesigned, with editorial content moved to a new content platform.
Built with
Next.js, React, and TypeScript; Sanity for editorial content; server-side integration with the company's proprietary CRM; a CRM-to-HubSpot integration for marketing automation; a Zillow New Construction feed; a scheduled Media Lab sync.
What's next
Bringing the related businesses' supporting sites into the same content platform, so each keeps its own identity while the content is coordinated across all of them.