Leading the design of the digital presence to reflect professional authority
Web Design
Framer Development
CMS Architecture
Complete website design and development in Framer for a real estate coach, including a strategic hero, an events CMS system, and a positioning concept that places the Latino community as his key differentiator.
Role
Web Designer, UX/UI Designer
Collaboration
Arca Marketing
Tools
Figma, Framer, Photoshop
Industry
Real State
The Context / El Contexto
When content quality outgrows its container.
Flavio Jiménez is a real estate coach with extensive experience aimed at the Spanish-speaking community in the United States. His website needed to fulfill a dual strategic objective:
Attraction: Enable new interested visitors to discover his services and value proposition
Community hub: Serve as the main center for his existing community, facilitating event subscriptions, membership access, and important updates
His marketing strategy is fundamentally based on constant events (Conferences, Webinars, and Workshops) that needed to be dynamically reflected on the site. However, there was a disconnect between the quality of his content and its visual presentation.
The Challenge
Attract serious investors from the Latino community.
The existing WordPress site worked at a basic level, but didn't convey the professionalism and authority necessary to attract serious investors from the Latino community interested in high-level financial education.
Main problems:
Generic visual language that didn't communicate authority
Technical limitations of WordPress that slowed down content updates
Absence of a system for agile event management
My Approach
Design from scratch, not from constraints.
I collaborated strategically with Arca Marketing (who led content and audience strategy) to transform both the design and the content management workflow. Rather than migrating the existing site, I designed and built the new experience entirely from scratch in Framer, which allowed full creative freedom and a better technical foundation.
Process:
Joint discovery — Analysis of previous site, definition of information architecture, review of visual references (Tony Robbins, Vilma Núñez)
Design in Figma — Elevated visual system following professional high-level coaching standards
Strategic platform decision — Choose Framer over WordPress for greater agility, collaboration, and client autonomy
Built from scratch in Framer — Full design and development of the new site, leveraging Framer's native capabilities
Template system — Dynamic CMS for autonomous event management
The Solution
Authority, community, and live events — all in one system.
Strategic hero: Community + Activity
I developed the complete hero concept (design, copy, strategy): real events video background + space for latest podcast, communicating continuous activity. Headline "La mejor comunidad latina en bienes raíces" (The best Latino community in real estate) —my proposal after identifying this as his true differentiator in the Spanish-speaking market in the USA.
Cohesive visual experience
Sophisticated visual language aligned with high-level coaching standards. Every element works together to build coherence that reflects professional quality.
Strategic architecture
Reorganized structure prioritizing the visitor's natural journey, with clear hierarchy and intuitive navigation.
Events CMS: Vital piece of his strategy
Complete event management system in Framer CMS for three event types: Conferences, Webinars, and Workshops. Templates that transformed the workflow: from waiting days/weeks to publish events to doing it in minutes, automatically maintaining visual coherence. Includes recorded training session for the Arca Marketing team.
Mobile optimized
Experience genuinely optimized for each device, not just "responsive".
Impact
A Phase 2 contract and a team that switched tools.
"The professionalism with which the page looks now is exactly what we had in mind, and even better"
— Arca Marketing
Results:
✓ Digital presence that reflects real professional authority
✓ Arca Marketing adopted Framer as standard tool for other projects
✓ Transformed workflow: updates from days → minutes
✓ Complete autonomy for content management with guaranteed visual coherence
✓ Phase 2 contracted — Redesign of mentorship programs + strategic work on buyer persona
Key Learning
Platform choice is a design decision.
Technical decisions are design decisions
Choosing Framer over WordPress and building from scratch rather than migrating multiplied the project's value beyond visual design — it transformed the complete workflow and generated long-term autonomy for the client.
Think in systems, not pieces
Creating reusable templates added value that endures long after the initial launch.
Testimonial
Omer helped us bring to life a beautifully designed and highly functional website for one of our most important clients — a recognized real estate figure in the U.S. His expertise in Framer made a strong impact, delivering a clean, modern site that aligned perfectly with our vision. What stood out most was his attention to detail, responsiveness, and how easy he was to collaborate with throughout the process. He consistently responds on time and provides support quickly whenever we need it, which made the entire experience smooth and efficient.
Raymarie Guillen
CMO at Arca Marketing
