Case studies / Website design
A billion dollar portfolio, presented like one.
A real estate developer website for SouthStar, Franklin, Tennessee
SouthStar is a Franklin, Tennessee commercial real estate developer and investor that has created more than $1 billion in value and developed over 20 million square feet across the Southeast since 2001. JBowman Creative designed and built southstarco.com to present that portfolio to the investors, tenants, and municipalities SouthStar works with, from Life Time Athletic in Franklin to the 145 acre Ovation entitlement.
- Developing
- Since 2001
- Value created
- $1B+
- Developed
- 20M+ SF
- Combined team experience
- 85 years
The challenge
SouthStar's audience is sophisticated. Investors evaluating a deal, national tenants like Starbucks and Fifth Third Bank choosing a site, and city planners reviewing an entitlement all arrive with different questions, and none of them are impressed by a brochure. The company needed a website that could show the depth of its work by asset class (office, multifamily, retail, mixed use, storage, healthcare) and by market, while making the leadership team and its approach easy to find.
It also needed to reflect where SouthStar sits: headquartered in the Cool Springs market, with projects concentrated in Williamson County and reaching into Wilson County, Sumner County, and Mississippi.
What we built
A structured portfolio site with the company's numbers up front, a Featured and Recent split so current deals get attention without burying the track record, and a story section that gives investors the people and the philosophy behind the projects.
- An Our Work section with Featured and Recent project pages covering more than a dozen developments, from Life Time Athletic (120,000 SF) to The Harper (328 unit multifamily) to Lebanon Marketplace (75 acres)
- An Our Story section with About, Our Approach, Giving Back, and Our Team pages, including individual leadership profiles
- A named tenant testimonial from Life Time's Senior Vice President of Real Estate and Development
- Areas of focus and a trusted by presentation for tenant and client relationships
- A contact page anchored to the Crescent Centre headquarters in Franklin
Built for search. Each leader, project set, and story page has its own indexable URL, and the site is built with canonical tags and structured data in place. Franklin, Brentwood, Hendersonville, Lebanon, and Fairview are named on the project pages, which is exactly the geographic signal a developer needs to be found in the markets it works in.
The results
- Live at southstarco.com
- More than a dozen individual projects documented with market, square footage, and outcome
Questions about the SouthStar project
What did JBowman Creative build for SouthStar?
A real estate portfolio website with project pages by status, a leadership section with individual profiles, and a clear presentation of SouthStar's investment approach.
How should a real estate developer organize project pages?
Separate current work from completed work, name the market and the square footage on every project, and state the outcome (developed and held, or developed and sold) so investors can read the strategy at a glance.
Does JBowman Creative work with real estate developers?
Yes. A developer presenting a portfolio to investors, tenants, and city planners needs a different site than a builder selling homes to families, and JBowman Creative has built both.
Want a website that works this hard?
JBowman Creative designs and builds custom websites in Nashville with the SEO foundations built in, then grows them with SEO, Google Ads, video, and social from one team. See more of the work on the website design page.
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