Real Estate Investment Website Design (Squarespace): JSM Property Group
A strong website doesn't always begin with a blank slate.
When JSM Property Group came to Designing the Row, they already had several important pieces of their brand in place: a logo, color palette, website copy, and a clear description of how they wanted the company to be perceived online.
What they needed was someone to bring those pieces together.
JSM Property Group is a privately held real estate investment company focused on acquiring, owning, and operating residential and multifamily properties throughout the United States. Originally based in the Northeast, the company is expanding its investment activity into Nashville and the Southeast… which led them to look for a Nashville-based website designer.
They found Designing the Row through a recommendation from ChatGPT.
From there, the project became an exercise in translating an established brand direction into a polished, professional Squarespace website built to communicate credibility, investment strategy, and long-term vision.
Translating a Brand Into a Website
There's an important difference between having brand assets and having a fully realized brand experience.
JSM Property Group came to the project with a logo, defined colors, written website content, and a description of the visual direction they wanted. Those pieces gave us a strong foundation, but website design requires determining how all of them actually work together on a screen.
Typography, spacing, image selection, section layouts, backgrounds, buttons, calls to action, and visual hierarchy all had to reinforce the same message.
The finished site uses a restrained palette of navy, white, and red alongside classic typography and clean layouts to create an aesthetic that feels established, professional, and confident without becoming overly corporate.
Sourcing the Right Website Imagery
JSM Property Group didn't begin the project with a library of custom brand photography, so imagery became an important part of the design process.
I sourced photography through Unsplash, which is integrated directly into Squarespace, selecting images that could accomplish two things at once.
First, the photography needed to represent the types of residential and multifamily properties the company acquires and operates, along with the geographic markets where it invests.
Second, it needed to visually coordinate with the architecture-inspired JSM Property Group logo and the polished, established style we were creating throughout the website.
Rather than choosing generic stock photos simply to fill space, imagery became part of the visual storytelling—helping communicate location, scale, property type, and investment focus before a visitor reads every word.
A Homepage Built Around Credibility
For a real estate investment company, the homepage has a different job than an e-commerce store or musician website.
Visitors need to quickly understand who the company is, what it invests in, where it operates, and what kinds of opportunities it's looking for.
The homepage opens with a clear positioning statement—Building Long-Term Value Through Strategic Real Estate Investment—along with direct paths to view JSM Property Group's acquisition criteria or submit a potential investment opportunity.
From there, the page introduces the company's long-term ownership philosophy, current investment focus, and reasons potential partners and sellers may choose to work with the company.
The design supports the message without overcomplicating it: confident typography, architectural imagery, generous spacing, and clear calls to action create an experience designed to establish trust quickly.
Designing for Investment Opportunities
One of the primary purposes of the website is generating relevant real estate opportunities.
That meant the site couldn't simply function as an online brochure.
Throughout the homepage, visitors are directed toward JSM Property Group's acquisition criteria and given opportunities to submit properties that may align with the company's investment strategy.
The messaging clearly establishes what the company is seeking while communicating the qualities it brings to a transaction, including direct decision-making, disciplined underwriting, professional communication, flexible transaction structures, and a long-term ownership focus.
For this type of business, good website design isn't about adding more. It's about making the right information easy to understand so the right visitor knows what to do next.
Using Design to Communicate Stability
Visual design can influence how we perceive a company before we've read a single paragraph.
For JSM Property Group, the website needed to communicate stability, discipline, and professionalism while still feeling contemporary.
The navy and white foundation reinforces the established feel of the brand, while strategic red accents create contrast and draw attention to important details and calls to action.
Architectural imagery, serif headlines, structured layouts, and subtle design elements inspired by the existing logo further reinforce the company's focus on real estate and long-term value.
Together, those choices help turn a relatively simple visual identity into a complete digital brand experience.
A Website Designed for Growth
The website also needed to reflect where JSM Property Group is going, not only where it has been.
While the company's roots are in the Northeast, its current investment strategy includes New England, the Southeast, and select growth markets throughout the United States.
Creating the website during that period of expansion gave us the opportunity to build an online presence capable of supporting a broader geographic footprint.
As the company's portfolio and target markets evolve, the website provides a flexible foundation for updating current investment focus, acquisition criteria, and company information without requiring the entire site to be rebuilt.
Mobile Website Design
A professional website needs to communicate the same level of credibility regardless of how someone arrives.
JSM Property Group's website was designed responsively so potential sellers, brokers, partners, and other visitors can easily understand the company's investment strategy, review acquisition criteria, and submit opportunities from desktop or mobile devices.
The clean visual hierarchy established on desktop carries through to smaller screens, keeping important information and calls to action easy to find.
Built on Squarespace
As a Squarespace Authorized Trainer, Squarespace Expert, and Squarespace Circle Member, I work with businesses across industries to determine how their existing brand elements can translate into an effective online presence.
For JSM Property Group, Squarespace provided the flexibility to create a highly customized professional website while keeping the site straightforward to maintain as the company's investment activity grows and changes.
And because Unsplash is integrated directly into Squarespace, we were also able to source high-quality imagery that supported the brand and investment focus without requiring a separate stock photography system.
Website Features Included
Custom Squarespace real estate investment company website design
Acquisition submission form (Squarespace built-in form)
Geographic investment focus
Strategic stock photography sourcing (Unsplash: https://unsplash.com - also built-in to search and use directly in Squarespace)
Custom styling based on existing branding
Mobile-responsive design
Contact and inquiry pathways
Search engine optimization (SEO) foundations
Need a Website That Brings Your Brand Together?
You don't have to arrive at a website project with everything figured out, and you also don't have to throw away the pieces you've already created.
If you already have a logo, colors, copy, or even just a clear idea of how you want your business to feel, those elements can become the foundation for a custom website that brings the full brand to life.
I design custom Squarespace websites for businesses that need more than a template filled with content. The goal is to take what already makes your business distinct and translate it into a strategic, cohesive online presence built for where you're going next. If you're ready for a custom Squarespace website that tells your story and gives visitors a place to truly connect with your work, we’d love to help.
About the Designer
Hi, I'm Katherine Forbes, founder of Designing the Row. I'm a Squarespace Authorized Trainer, Squarespace Expert, and Squarespace Circle Member who has designed more than 300 custom Squarespace websites for businesses, musicians, authors, nonprofits, speakers, and creatives.
JSM Property Group came to the project with a logo, defined colors, written website content, and a description of the visual direction they wanted. Those pieces gave us a strong foundation, but website design requires determining how all of them actually work together on a screen.