The Scott Varley Team. A complete real estate site with live property search.
The Scott Varley Team is a KW Platform real estate team serving buyers and sellers across upstate New York. Their existing site was impossible to maintain and was constantly broken. Five Towers built a new WordPress site from the ground up and integrated iHomefinder — giving buyers live property search directly on the site across multiple counties.
Who they are, and why they came to us.
The Scott Varley Team is a full-service real estate team operating under KW Platform, serving buyers and sellers across a wide geographic footprint in upstate New York — from Albany and Saratoga to the Adirondacks and beyond. Scott’s team combines decades of local market experience with a family-like approach to client service.
Their existing site had outgrown itself. It was difficult to maintain, couldn’t support the additional custom pages they wanted, and their iHomefinder IDX integration was outdated — running through a reseller account owned by their previous web company, not by Scott’s team directly.
That dependency meant they had no real control over their own property search tool.
The Challenge
A site that couldn’t keep up with the business.
The old site was functional in the loosest sense — but it was a liability for a team that needed a polished, professional platform to compete in upstate New York’s real estate market.
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iHomefinder IDX was integrated but outdated — and running through their old web company’s reseller account, meaning Scott’s team had no direct ownership or control over their own property search.
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Not mobile-friendly — a significant portion of visitors were getting a broken experience on phones and tablets.
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Switching web companies meant the risk of losing IDX access entirely until a new account could be established.
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Impossible to maintain — adding new property categories, community pages, or content required workarounds that created inconsistencies throughout the site.
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Didn’t reflect the breadth of the team’s geographic coverage or the range of property types they specialize in.
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No structured community pages — a key trust signal for buyers relocating to upstate New York who want local market expertise.
What We Did
The work, and the thinking behind it.
We built the Scott Varley site from scratch in WordPress — integrating iHomefinder IDX for live property search, building out a complete property category structure, and creating dedicated community pages for every county and region the team serves.
A professional real estate site built for the long term.
We designed and built a clean, professional WordPress site structured around how buyers and sellers actually navigate a real estate team’s website — leading with search, backed by market expertise and community knowledge. The design is polished and trustworthy without being generic, reflecting the personal, family-like approach that defines the Scott Varley Team’s brand.
Live property search, built into the site.
Part of this project involved migrating Scott’s team off their previous web company’s reseller iHomefinder account and onto their own direct account — giving them full ownership and control of their property search going forward. We then integrated the updated iHomefinder IDX into the new site so prospective buyers can search live listings directly on scottvarley.com — by property type, location, price, and more. Property categories cover the full range: luxury homes, condos, new construction, lots and land, commercial, open houses, and rentals, each with dedicated pages and search filters.
A consistent voice across every page of the site.
Five Towers wrote the site copy in collaboration with Scott’s marketing team — homepage, about, community pages, and service descriptions. The tone reflects the team’s core brand promise: decades of local expertise delivered with a personal, family-like approach. Every page was written to build trust and convert visitors into inquiries without feeling like a generic real estate template.
Local expertise made visible and searchable.
We built dedicated community pages for every county and region the team serves across upstate New York — Albany, Saratoga, Columbia, Rensselaer, Greene, Fulton, Hamilton, and more. Each page establishes local market credibility and creates an SEO footprint for buyers searching by area, positioning the team as the go-to resource for upstate New York real estate.
Structured for search from day one.
On-page SEO was baked in at build — metadata, schema markup for the team and organization, semantic heading structure, and internal linking across community and property pages. Local SEO signals are built into every community page, positioning the Scott Varley Team for search visibility across every county and region they serve in upstate New York.
What We Did
What changed after launch.
The Scott Varley Team launched with a complete real estate site that finally matches the scale and professionalism of their operation.
Buyers can search live listings, explore communities, and connect with the team.
The site is maintained on a Five Towers hosting plan, with the team able to manage listings, community content, and updates independently through the WordPress dashboard. Five Towers is always here to help troubleshoot or add new features.
Post-launch, Scott’s team came back to add a full events page and event listings — a natural extension of the site as their community presence has grown.
8+
Property categories with dedicated pages and search filters
20
Community pages built for upstate NY counties showcasing each area
IDX
iHomefinder IDX search integrated directly on the site for property search
Project Details
Services Provided
- Website Design & Build
- Managed Hosting
- IDX Integration