Michael Rossi is a top-producing realtor serving two real estate markets: New York and Florida. He is connected with Billero & Billero Properties of Florida and Handsome Realty on Long Island, and was selected to America’s Top 2% Real Estate Agents in 2024 and 2025.
The challenge
Michael needed a website that could present a polished, trustworthy brand across two distinct real estate markets, load fast for mobile users actively searching for homes on the go, integrate live MLS listings through IDX, rank well for location-based real estate searches, and convert visitors into buyer, seller, and relocation leads.
What I did
Website development
- Built the full site on WordPress, optimized for both desktop and mobile
- Integrated IDX Broker for live MLS listings (OneKey MLS and BeachesMLS), including a homepage listings carousel widget
- Structured the site around a clear buyer, seller, and relocation journey: Home, Services, Search Homes, Contact
- Built a multi-field contact form with lead-type segmentation (Buying, Selling, Relocating, Home Valuation)
- Configured LiteSpeed Cache for server-side performance optimization on Hostinger
Performance optimization
- Implemented lazy loading for below-the-fold images
- Minified and optimized script delivery
- Configured caching to keep load times fast despite third-party IDX widgets running on the page
- Ensured full mobile responsiveness with proper viewport configuration
This is the same checklist covered in a performance audit: exactly what’s slowing a site down, and why it matters for the business behind it.
On-page SEO
- Optimized title tags and meta descriptions targeting NY to Florida relocation search intent
- Structured heading hierarchy around core service and location keywords
- Implemented Open Graph tags for clean social sharing previews
- Set canonical URLs and proper robots directives for clean indexing
Verified results
Phase 2: structured data upgrade
After the initial launch, I audited the site’s schema markup and found it was using generic Person and Organization structured data, not ideal for a real estate business since it gave search engines no way to understand service areas, agent affiliations, or business type.
I replaced it with industry-specific RealEstateAgent structured data, built and deployed as a custom WordPress plugin rather than a third-party code snippet. The plugin uses an object-oriented PHP structure, stores schema data as a structured PHP array instead of a hand-written JSON string, and uses WordPress’s wp_json_encode and wp_head hook, the standard, safe pattern for injecting structured data.
Validation results
Tested with Google’s Rich Results Test: 3 valid items detected, with Local Business and Organization both marked valid with no critical issues.
Tools used
WordPress, Elementor, Hostinger, LiteSpeed Cache, IDX Broker, PHP (custom plugin development), Google PageSpeed Insights, Google Search Console, Google Rich Results Test.
This structured data work is part of the same SEO and local search process I use across every client site, including Ironclad Sites.