A website proposal for Next Generation Development, LLC (NGD)
A website that grows with the building, from a December teaser through lease-up and into resident life. Built and run by one accountable partner you already know. Owned entirely by you.
The proposal at a glance
What
A website that grows with maru
A December teaser, then the construction story, pre-leasing, lease-up and resident life.
Who
One accountable partner
Kristopher Jenkins, with Claude as development partner. NGD owns every account.
Investment
$3,750 a month
Nothing up front. Hosting and tools billed at cost, about $25–$65 a month.
Start
Discovery in early November
Teaser website live in December 2026, ready for groundbreaking.
For demonstration only. This proposal shows how maru’s website could look and work. It does not reflect a complete design.
The opportunity
Why launch a website twenty months before the first lease? Because maru will open into a crowded market, and the advantages a website needs most take time to earn.
maru deserves storytelling equal to its architecture: the sail-shaped tower, the plaza on the Grand Connection, Downtown Park a block south, and a building scaled for belonging. The website carries that story for twenty months, then turns interest into tours the moment pre-leasing opens.
Q3 2028
Trammell Crow's Versant Bellevue, 351 units by East Main station, is scheduled to deliver in the same quarter maru opens pre-leasing. A 328-unit tower three blocks away has design approval, and the downtown pipeline could reach 14,000 homes.
High Street Residential, Mar 2026 · Downtown Bellevue Network, Mar 2026 · The Urbanist, Nov 2024
1.74%
Only 1.74% of new pages reach Google's top ten within a year, and the average number-one result is five years old. Launching in December gives maru's domain twenty months to earn rankings before renters start looking. A website launched in 2028 starts from zero.
79%
79% of renters visit the property's website, and 81% of recent renters searched on a phone. The search is short and the shortlist is small: about 27 days, with 68% seriously considering only two or three properties. maru needs to be on that list before the search begins.
NMHC/Grace Hill via Multi-Housing News, 2024 · Zillow, Oct 2025 · Apartments.com, 2024
$88 vs $1,005
Across 261 communities in Yardi's data, a lease from organic search cost about $88; a lease from listing sites cost about $1,005. Every month of search authority and waitlist growth lowers what maru pays per lease later.
49%
Nationally, only 49% of new apartments lease within three months, and nearly three in four units in lease-up offer at least one month free. A waitlist built over twenty months is a first wave of renters on day one, which means fewer weeks of concessions.
45%
Ads, listing sites, social posts, signage and AI assistants all send people somewhere; the website is where they land. It is the only channel that collects and keeps an audience for twenty months, and 45% of consumers now ask AI tools for local recommendations, which draw on well-structured, authoritative websites.
Demo 1 · one website, five chapters
Your brief asks for a website that grows with the project. Select a phase to see how the home screen changes.
Try it: step through the timeline to preview each phase
Dates follow the brief's construction schedule: construction January 2027 to August 2028, pre-leasing August 1, 2028, occupancy November 1, 2028.
Demo 3 · the neighborhood
maru sits between Downtown Park and the city's core. Filter the map, then tap a place to see what it is and how far it is on foot. Dashed rings mark five and ten minutes from the front door.
Try it: filter the map or tap any place
Grand Connection Grand Connection Crossing, planned
On the real website this map grows with maru. maru's own street-level retail joins it as tenants sign, the Grand Connection Crossing over I-405 is added as it is built, and leasing staff can add new favorites from the content editor. Places verified October 2026 from venue, city and Sound Transit sources; positions from OpenStreetMap data.
Demo 4 · you own it, I run it
Your team should never wait on a vendor to post a special or a construction update. Try it: edit the fields and watch the preview. Publishing checks the copy against maru's brand and fair housing guidelines first.
Try it: edit any field, then press Publish
Banners and specials, construction updates, news, gallery photos, FAQs, contact details. No approval queue.
New campaign landing pages assembled from approved sections, so speed never costs consistency.
Templates and the design system, integrations, navigation and new features. Training included: a recorded session, two-minute task videos and a one-page guide.
You own every account: domain, hosting, code, data and analytics, billed to NGD directly. I work inside them as your administrator.
Built around the tools you already use
No vendor switch. The leasing systems you already pay for plug into a website you control.
Recommended, not yet decided. The technology stack, integrations, and strategic design and development decisions will be made after thorough discovery and consultation with your team.
Availability · 2028
Embedded unit map with pricing from ResMan. Unit clicks and apply clicks report to your analytics.
Your website, your content, your data
Leads and tours
Spherexx scheduling widget and AI leasing agent, styled to match maru. Every inquiry lands in your CRM.
Apply · pay · residents
Links to your existing ResMan applicant and resident portals. No duplicate systems to maintain.
Campaigns
Google Analytics, Google Ads, Meta and RealPage G5 paid-search tracking on maru's own domain, with campaign landing pages built in hours.
Proven, widely used tools. Each layer can be replaced without rebuilding the others. Grouped by who owns and pays for it.
| Layer | Tool | What it does | Cost |
|---|---|---|---|
| Hosting | Vercel Pro | Global network, preview link for every change, one-click rollback | $20 / month |
| Framework | Next.js | Fast pages, built for search; widely known by developers | Free |
| Content editor | Payload CMS | Your team’s editing screen: roles, drafts, scheduling, history | Free |
| Data and media | Neon Postgres + storage | Content, waitlist and images, backed up automatically | ~$5–$20 / month |
| Code history | GitHub | Every change versioned and reversible | Free or $4 / user |
| Email delivery | Resend | Form confirmations and alerts from maru’s domain | $0–$20 / month |
| Measurement | GA4, Tag Manager, Search Console | Every lead traced to its source | Free |
| Address | maru domain | Registered to NGD | ~$15–$30 / year |
| Total, owned by NGD | About $25–$65 / month, plus the domain | ||
Prices from each provider’s published pricing, October 2026. Usage-based items depend on traffic. A newsletter tool for waitlist emails, if wanted, is chosen in discovery.
The same foundation can carry every NGD project, so each new website costs less to launch and maintain than the one before.
No new cost
Included in my fee
Your deal-breakers, answered
Care, not just code
Written response times, monthly checks and a monthly report, so problems are caught before renters see them.
| Request | Commitment |
|---|---|
| Urgent: website down, broken lead form, wrong pricing | Same business day |
| Any request acknowledged | 1 business day |
| Standard changes | 2–3 business days |
| New pages and features | Scheduled together, confirmed in writing |
I keep a living inventory of everything the website collects and where it goes: forms, cookies, pixels and integrations. Your attorney writes the policies from an accurate map, and the inventory updates with every change. Every page carries the Equal Housing Opportunity logo, an accessibility statement and copy that describes the home, never the people who should live in it. The website is built and tested to WCAG AA.
Plus: top traffic sources, what people searched for, which pages led to signups, and what I recommend changing next month.
AI, used well
I work with Claude, Anthropic's AI model, as a development partner. It gives one accountable person the capacity of a small studio: custom code written, tested and documented at the speed a lease-up demands.
WordPressNew features wait for a developer, or for a plugin that almost fits.
AI-assistedCustom features in hours or days. This proposal’s map and editor demos took days.
WordPressShaped by what the theme and page builder allow.
AI-assistedBuilt to maru’s style guide, element by element, with no template underneath.
WordPressPlugins and page builders add weight that slows phones.
AI-assistedOnly the code maru needs, so pages load fast on the phones renters search with.
WordPressMost WordPress vulnerabilities come from plugins that need constant patching.
AI-assistedNo plugin marketplace to patch. A small, reviewed codebase with every change tracked.
WordPressManual and occasional, often after something breaks.
AI-assistedAccessibility, broken-link and speed checks on every change, before it goes live.
WordPressDepends on an SEO plugin and how carefully pages are filled in.
AI-assistedStructured data for every unit, amenity, FAQ and place, so search and AI describe maru accurately.
WordPressOften missing; knowledge stays with the vendor.
AI-assistedWritten as it is built and kept in your repository, so any developer can pick it up.
WordPressAgency hours for each change, plus rush fees when timelines tighten.
AI-assistedOne flat monthly fee. AI handles repetitive work; your budget goes to strategy and craft.
This proposal was designed and built the same way, in days, to maru's own style guide.
Why me
I know your projects, I know downtown Bellevue, and I have marketed and leased space here myself.
From 2014 to 2023 I launched and led Resonance Events, a community venue for performing arts and public events funded by John Su. As Managing Director I led event programming, leasing and ticketing sales and marketing, and directed a team of two. I also spent years with your team working through the business model and strategy behind it.
Partners included Classical KING FM and the Eastside Jazz Club, alongside community arts groups, corporations and nonprofits.
I built the venue-leasing landing page that generated most of Resonance's rental leads, with a Matterport tour I configured and annotated myself.
I am developing a software product that connects a small business's operating data to its owner's AI assistant for analysis and decisions. The same skills keep maru's website current with how people now search.
I built our WordPress ticketing website for in-person and virtual events, then a studio with remote cameras that streamed live, edited concerts. It let children perform for homebound grandparents and kept arts groups connected to audiences during the pandemic.
For Set the Stage Boise Treasure Valley, a business I now own, I rebuilt the franchise website on Next.js and Payload: keyword and AI-search structure, schema, GA4 and Meta Pixel events, landing pages matched to ad campaigns, CRM-connected forms and a brand-language check. It is built to grow, down to a planned online store that tracks staged furniture by location.
An effective website is more than a bulletin board, it's a doorway. It should greet people, answer their questions, engage their curiosity, start a relationship and keep working while your team is busy with everything else. I know your projects. I know Bellevue. And I know the marketing that makes a website work.
Investment
$3,750 a month from November 2026 through July 2029 covers strategy, design, development, updates and care.
November 2026 through July 2029: discovery, the December teaser, the 2027 construction story, the pre-leasing build, lease-up and the move to resident life. After that, an optional maintenance plan at a rate we set together.
Heavy months (launch, pre-leasing) and quiet months even out inside one flat fee.
Next steps
Begin discovery in early November and the teaser website goes live in December, ready for groundbreaking.
A two-hour kickoff, 30-minute conversations with each stakeholder, a review of your systems and accounts, and an inventory of brand assets. Stack, integration and design decisions are made here, with you.
Discovery brief, sitemap and phase plan, then the teaser design for your review.
Development, accessibility and speed testing, analytics, privacy policy and training.
Waitlist open, construction story ready to begin with groundbreaking.
Let's talk for 30 minutes
Kristopher Jenkins
