ENTERPRISE WEBSITE Case Study

Goldmark

Goldmark needed a more powerful website to better serve apartment searchers and property managers. They turned to Onsharp’s real estate expertise to create a seamless, user-friendly experience.

Background

Addressing limitations to create a premier property management website.

Fargo-based Goldmark is one of North Dakota’s largest property management companies, with a regional footprint that extends into surrounding states. Despite its strong market presence, Goldmark’s website struggled to meet the needs of today’s apartment seekers.

The site’s performance issues and limited information impacted not only potential renters but also Goldmark’s employees. Customer service reps were frequently tied up fielding calls from users who couldn’t find what they needed or required additional details not available on the site. This demand often stretched into after-hours, diverting the team’s focus from other priorities.

Recognizing the need to protect and grow its business, Goldmark set its sights on transforming Goldmark.com into the premier property management website in the region. Achieving this vision required a focused rebuild:

Enhanced functionality to improve user experience and reduce customer service calls
Optimized speed to meet modern expectations
Additional analytics tools integrated with existing systems like Yardi and RENTCafé
Improved SEO practices to drive inbound traffic

Of the technology partners considered, Onsharp stood out for its real estate expertise and thorough discovery process. By taking the time to understand Goldmark’s broader business goals, Onsharp was able to develop a detailed blueprint for success—one that addressed immediate challenges and supported Goldmark’s long-term vision.

Gathering Insights for a User-Centered Redesign

Listening to users and stakeholders to prioritize must-have features.

Onsharp began the project by conducting a detailed survey with Goldmark’s staff, property managers, and apartment residents. This approach helped uncover critical features needed to enhance user experience across the board:

Stronger search, filter, and sort capabilities
Comprehensive apartment details
High-quality photos and floorplans
Transparent pricing across similar units
Map view for location comparisons
Online property tour scheduling

These insights highlighted the need for a dynamic, responsive platform that could address the unique demands of real estate.

Choosing the Right Platform

Building a powerful, integrated solution with Umbraco CMS.

Goldmark’s existing CMS lacked the sophistication to support these new capabilities—it was slow, limited, and prone to errors. Onsharp determined that a transition to the Umbraco CMS would provide the flexibility and reliability required, offering:

Customizable frameworks to tailor the site to real estate needs
Built-in image processing to improve page speed
Easy-to-update FAQ and blog sections for a richer knowledge base
A user-friendly interface, enabling Goldmark to manage content independently
Compatibility with systems like Yardi for seamless integration
Technical SEO features to support ongoing marketing efforts

By selecting Umbraco, Onsharp laid the foundation for a scalable, user-friendly platform that meets both current needs and future growth.

Solution Overview

Creating a tailored, user-friendly platform to enhance the apartment search experience.

Leveraging its expertise in Umbraco, Onsharp crafted a site architecture that addressed Goldmark’s top priorities for usability and engagement. Key enhancements included:

Visible, Prioritized Filters: A sidebar with fully-visible filter options, ordered by importance.
Refined Search Results: Clearly separated exact matches from “close enough” results.
Efficient Browsing: A photo carousel on each unit thumbnail to speed up browsing.
Map-Based Search: Pin grouping on the map for properties in close proximity.
Preloaded Searches: Quick-start search options for apartments in larger metro areas.
Mobile-Friendly Design: Responsive layout with a custom tooltip plugin for smartphone users.

These improvements were designed to create a seamless, efficient experience for apartment seekers, regardless of device.

Enhanced Performance & Integrations

Optimizing performance and integrating essential property management tools.

To handle Goldmark’s data-heavy listings, Onsharp refactored portions of the Umbraco web code, implementing a load-as-necessary approach for photos and reviews that appear only when users scroll to them. This on-demand content strategy significantly improved site speed and user experience.

Onsharp also integrated key software systems essential for Goldmark’s operations and future growth:

Yardi: Supports rental applications, tour scheduling, accounting, and other key functions.
RENTCafé: Integrates with Yardi to extend Goldmark’s reach through national listings.
Examine: Provides high-performance data indexing for fast, accurate searches.
Kingsley: Displays monthly feedback and ratings, enhancing transparency for users.
Analytics & Tracking Tools: Integrates platforms like Facebook Pixel, Hotjar, and Open Graph markup for comprehensive tracking and insights.

These integrations, combined with a streamlined architecture, ensure that Goldmark’s new platform is both high-performing and equipped to meet the demands of modern property management.

Results

Delivering a top-tier digital experience and operational efficiency.

With Onsharp’s expertise, Goldmark reintroduced a best-in-class website in the property management space. The refined user experience (UX) made it easier for customers to quickly find what they needed, significantly easing the burden on the customer service team.

These improvements, along with enhanced administrative tools, helped Goldmark achieve its core objectives:

Reduced customer service calls and time spent on live inquiries
Incorporated survey feedback to add valuable pages and features
Upgraded UX/UI for both desktop and mobile users
Integrated real estate, business, and analytics tools into one cohesive system
Notable improvement in Google Analytics metrics within the first year

Today, Goldmark continues to partner with Onsharp, confident in their ability to adapt and stay ahead as the real estate market evolves. Onsharp’s ongoing support ensures Goldmark can keep delivering a superior digital experience while maintaining a competitive edge.