Project Overview
| Client | Angan Properties Ltd. (a concern of Salma Group) |
| Industry | Real Estate Development & Property Listing |
| Established | 2008 — Premium Apartments and Commercial Properties |
| Website | angan.com.bd |
| Project Areas | Gulshan, Banani, Bashundhara R/A, Uttara, Mirpur, Mohammadpur |
| Stack | WordPress + Custom Forms + Custom CSS + SEO Optimization |
| Key Features | Status-Based Property Listing (Ongoing, Ready, Upcoming, Completed), UX & Mobile-First Design, SEO |
| Timeline | 2–3 Weeks |
| Target Audience | Homebuyers, Investors, Corporate Clients — Dhaka & Beyond |
The Client
Angan Properties Ltd. is one of the well established real estate development firms of Bangladesh and is a part of Salma Group, a group of companies with a wide reach in the textile business with Tamijuddin Textile Mills, Dabiruddin Spinning Mills, Suraiya Spinning Mills, and BSB Spinning Mills. In 2008, the company went into the real estate business with a firm resolve to provide quality apartments and commercial properties in the most desirable areas in Dhaka, at a level of transparency and construction quality that will gain the trust of its clients over time.
Since inception, Angan Properties has created residential and commercial projects in Gulshan, Banani, Bashundhara R/A, Uttara, Mirpur and Mohammadpur, which are both premium and emerging mid-market areas in Dhaka’s real estate market. These projects vary in scope from luxury residential complexes such as Angan Royal Enclave in Bashundhara R/A, a G+8 complex with 24 premium units from 1700 to 1950 sq.ft. to investment oriented commercial properties. Chowdhury Mohammed Hanif Shoeb, the Managing Director of the company, has a Masters degree from the University of Leeds and a 42-year track record of corporate management experience, while Sadat Hossain Salim is Executive Vice Chairman.
However, in spite of this huge corporate image, Angan Properties did not have a digital image that matched their market standing. Their website failed to show the variety of their project portfolio, the development’s progress, and the corporate credibility that enterprise-level buyers and institutional investors demand when considering a real estate partner.
The Brief
The objectives of the brief were equally weighted: to create a property listing system based on the status of the projects, to showcase the company’s corporate profile with the authority it deserves and to make sure that the website performs well in organic search for Dhaka real estate queries. The client also noted UX and mobile usability – a large percentage of their potential customers are looking at property listings on their cell phones.
The functional requirement that was the essence of the project was the status-based property listings architecture. Angan Properties has projects at various stages of development, some of which are currently being built, while others are completed and ready for delivery, some are pre-launch upcoming projects, and some are fully delivered. A buyer interested in an investment property will ask different questions from a buyer interested in an investment property that is ready to move in. The distinction needed to be clearly communicated on the site and become the main navigation logic of the property catalogue.
Beyond the listing system, the brief called for:
- Full corporate profile — company history, mission, leadership, values, and track record
- Individual project pages with detailed specifications, location, floor plans, and status
- Contact and enquiry forms for each project and for general corporate enquiries
- Mobile-first design — responsive across all screen sizes with a focus on touch usability
- SEO optimization for Dhaka real estate search terms
- A design aesthetic appropriate for a premium corporate real estate brand
The Challenges
Building a Status-Based Listing System in WordPress
Real estate listing sites usually need to be filtered and categorized based on numerous criteria, such as location, property type, price range, size and property status. The most important dimension for this client was the status dimension. A buyer who wants to buy ready properties and a buyer who wants to know about upcoming launches should land on a completely different page, with a different type of information, and different navigation path. WordPress’s built-in content management system doesn’t automatically do this. The architecture of the property listing needed to be designed on purpose, with status being a main taxonomy that influences the navigation as well as the design of the single property page.
Presenting a Corporate Profile with the Right Weight
Angan Properties is a Salma Group business, with senior management with decades of international corporate experience. The website needed to convey this institutional authority in an accessible and non-bureaucratic way. Home buyers must be able to trust and be able to interact with the company; institutional investors must be able to trust and feel that they are interacting with a real and well run company. The corporate profile sections required to be written for both audiences, rather than being over optimised for one.
UX for a High-Stakes Decision
Property investment in Bangladesh is one of the biggest financial commitments in the lives of the majority of people. A real estate website’s UX needs to be designed to help guide a long, thoughtful decision-making process, rather than a fast sale. People visit several times, research and compare projects, share links with family and frequently switch from mobile to desktop and back. All pages were required to load very quickly, to display information clearly regardless of the screen size and to be easily accessible to the sales team throughout the entire browsing experience.
SEO in a Competitive Real Estate Market
Dhaka real estate is a very popular category. Search volume and competition are high for terms such as ‘apartments for sale in Bashundhara R/A’, ‘premium real estate company Bangladesh’, and ‘real estate developer Gulshan Dhaka’.These terms, including ‘apartments for sale in Bashundhara R/A’, ‘premium real estate company Bangladesh’, and ‘real estate developer Gulshan Dhaka’, have high search volumes and meaningful competition from established property portals and developer websites. Creating organic visibility isn’t solely about on page optimization, it’s also about having a strategic approach to content: project pages optimized for location specific keywords, an FAQ page that answers real buyer questions, and an About page that tells search engines the company is experienced and knowledgeable.
The Property Listing System
One of the most critical design and development decisions on this project was to adopt project status as the main organization principle for the entire website. All other real estate website features, such as search, project filtering and project pages, the homepage listing of projects, were developed around the four statuses that define the actual way in which Angan Properties works.
| Ongoing Under Construction | Ready Handover Available | Upcoming Pre-Launch | Completed Delivered Projects |
Why Status-First Matters for Buyers
Each of the status categories is a different type of buyer and has different information needs. A prospective buyer is looking at Ongoing projects and considering the construction progress, likely completion dates, and unit configurations available — he or she is thinking ahead and is willing to invest in a property that he or she cannot occupy. A buyer who is considering a Ready project will want to know what’s available, the final specs and how quickly they can get their keys. Future listings are for the benefit of investors and early-stage planners looking to get a good deal before a project opens. Completed projects show the developer’s delivery track record — the tangible proof of promises fulfilled.
Individual Project Pages
A single undifferentiated property grid would not have been suitable for all of these buyers. The site surfaces status, however, on the homepage, in the navigation, and at the top of the project listing page, so that every visitor self-selects into the experience that is relevant to them.
Each property is provided with its own page, using a standard format that includes all the information a potential buyer would require to make an informed decision: project name and status badge, location with area context, project specification (total floors, number of units, unit sizes, facing direction), key features and amenities, architect and design notes (where applicable), and a direct enquiry form. The status badge is clearly visible on each project page and each listing card, making it clear at all times where the property is in the development process.
The enquiry form on each project page was designed to gather the visitor’s particular interest at the moment of peak engagement – when they are viewing the project information and are at the point where they are most likely to reach out. The form fields are kept to a minimum (name, phone number, and a short message) to minimize “friction” that longer forms cause for mobile users.
Technology Stack
For this project, WordPress was the obvious choice for its ease of use and ability to give the real estate company the content management flexibility that they require in order to keep project statuses up-to-date, add new listings and publish corporate updates without needing to involve the developers. The property listing architecture has been created with WordPress custom post type and taxonomy, with status, location and property type as filterable dimensions throughout the catalogue. Custom forms were added for project level and company level enquiries and routed to the relevant sales team contact.
| Technology | Purpose in This Build |
| WordPress | CMS — project listings, corporate content, status taxonomy, blog |
| Custom Post Types | Properties as managed content type — each project its own structured entry |
| Custom Taxonomies | Status (Ongoing/Ready/Upcoming/Completed), Location, Property Type as filters |
| Custom Forms | Project enquiry forms and corporate contact routing |
| Custom CSS | Corporate premium design — typography, layout, colour, component styling |
| SEO Plugin | Meta titles, descriptions, schema markup (real estate), XML sitemap |
| Google Maps Embed | Location context for each project page |
| Mobile Optimization | Responsive layout tested across smartphone and tablet breakpoints |
UX & Mobile-First Design
Bangladesh people are mainly looking for real estate through their mobile devices. Potential buyers are linked in WhatsApp groups, look at properties while commuting, and show properties to family members on their phones. If a real estate website doesn’t work on mobile, then you lose a lot of your audience before they even have a chance to interact with you.
The Angan Properties site is not a repurposed desktop site, but rather was created with mobile in mind. This separation is important in real life. Property listing cards were created to be a one-column scroll on a small screen, and the status, project name and location information were displayed without the user having to zoom or scroll horizontally. The enquiry form on each project page is large and has a small field set so that it can be easily accessed with one thumb. A mobile menu pattern that doesn’t require precision tap is used for navigation.
The homepage was designed to help a mobile user navigate the site quickly. The hero section sets the brand positioning right from the beginning. A status-filter strip is located below the hero, allowing visitors to tap directly to Ongoing, Ready, Upcoming or Completed listings. The following are featured projects, including clear status badges and location labels. The corporate credibility section (company tenure, project number, leadership) is not a wall of text.
| UX Principle | How It Was Applied |
| Status visibility at every touchpoint | Status badge on listing cards, project pages, and homepage featured sections — always unambiguous |
| One-tap access to filtered listings | Status filter strip on homepage and listing page — direct path to the buyer’s relevant category |
| Minimal friction on enquiry forms | Name, phone, message only — no lengthy forms that cause mobile abandonment |
| Location context on every project | Area name in listing card + Google Maps embed on project page — buyer always knows where the property is |
| Clear project specifications | Floors, units, sizes, facing direction — structured consistently across all project pages |
| Fast page loading | Image optimization, minimal plugin overhead — performance considered from the outset |
SEO Strategy
Home buyers and investors in Dhaka are the target customers of Angan Properties, who initiate their property search online. People who search for ‘apartments for sale Bashundhara R/A’, ‘real estate developer Dhaka’, ‘premium apartments Gulshan’, and ‘upcoming apartments Uttara’ are the ones who are looking for the client’s products. Designing the site with the goal of attracting organic search traffic, rather than relying on paid traffic, provided the client with a method for inbound requests that doesn’t require paid ads.
Location-Specific Project Pages
The area name and property type was used as the main keyword focus in each project page. Bashundhara R/A is a project aimed at the two apartment areas of ‘Apartments Bashundhara R/A’ and ‘residential project Bashundhara Block A’. The project is targeting the relevant search terms in Mirpur. This allows the Angan website to rank for different locations in which the company operates, instead of having to have one page that ranks for ‘apartments Dhaka’ as this would only be able to encompass the full range of buyer searches.
Corporate Credibility Pages for Brand Queries
Angan Properties has been around for 15 years, and is sought after by name by buyers who have been referred to them, journalists and institutional partners. The About Us, leadership and corporate values pages were developed and optimized for brand name searches and to deliver the information that these audiences are looking for. The leadership profiles, Managing Director Chowdhury Mohammed Hanif Shoeb and Executive Vice Chairman Sadat Hossain Salim, are given adequate professional background for due diligence searches.
Structured Data for Real Estate
Structured schema markup helps real estate pages stand out on search engine results by providing clear information to search engines about the page’s content, such as property type, location, price range, and availability. Schema markup was applied throughout project pages to ensure that the site would be more likely to be eligible for rich search result features and search engines would be able to accurately label the content throughout the property catalogue.
| SEO Component | Implementation |
| Page Titles & Meta Descriptions | Unique, keyword-targeted for every project page and core page |
| Location Keywords | Area-specific terms in H1, content, and meta for each project location |
| Status-Based URL Structure | Clean, descriptive URLs reflecting project name and status |
| Corporate Profile Pages | About, Leadership, Mission — written for brand-name search authority |
| Real Estate Schema Markup | Structured data on project pages for enhanced search visibility |
| Internal Linking | Projects linked from homepage, area-based sections, and corporate pages |
| XML Sitemap | Full site sitemap submitted for indexing |
| Mobile-First Indexing Ready | Mobile-optimized layout — site passes Google’s mobile usability assessment |
| Page Speed | Image compression and optimization — fast loading on mobile networks |
The Corporate Profile
The corporate profile section of the website is not an add-on to the site, it’s a primary trust mechanism for a real estate developer. If a buyer invests multiple crores in a property, he/she must have knowledge about the developer, the number of years they have been in the real estate business, what they have built, and who is the head of the developer. This information needs to be presented clearly and credibly, and it’s this that makes an interested visitor into a prospective buyer who is willing to make an enquiry.
The Angan Properties corporate profile was created using a set of structured pages. The About Us section tells about the company’s establishment in 2008, its affiliation with Salma Group, its dedication to quality construction works and transparency, and its successful delivery of completed projects in Dhaka on time. The leadership section introduces Managing Director Chowdhury Mohammed Hanif Shoeb (15 years in real estate and 25 years in international trade) and Executive Vice Chairman Sadat Hossain Salim (42-year corporate management career, academic qualifications from the University of Leeds and the British Institute of Business Management), as the professional backbone on which the company has been built.
Mission, vision and values are shared as specific promises – to quality materials, honest timelines, transparent documentation, and a customer relationship that extends beyond handing over. The corporate profile was created to distinguish between a company that says it does and one that does it, and these are the commitments.
Pages & Sections Delivered
| Page / Section | Content & Purpose |
| Homepage | Hero, Status filter strip, Featured Projects by status, Corporate overview, Why Angan, Contact CTA |
| Properties Listing | Full project catalogue with status filter (Ongoing / Ready / Upcoming / Completed) and location filter |
| Ongoing Projects | Projects currently under construction — timeline, specifications, enquiry form |
| Ready Projects | Completed and handover-ready units — immediate availability details |
| Upcoming Projects | Pre-launch listings — expected timeline, early registration interest form |
| Completed Projects | Delivered developments — track record and past project showcase |
| Individual Project Pages | Per-project: name, status badge, location, specifications, features, maps, enquiry form |
| About Us | Company history, founding year, Salma Group context, growth narrative |
| Leadership / Team | MD and Executive Vice Chairman profiles — experience, credentials, memberships |
| Mission & Vision | Corporate values and long-term commitment statement |
| Corporate Clients | Enterprise and institutional client relationships |
| Contact Us | General enquiry form, office address, phone — routing to sales team |
| Blog / Updates | News, project updates, and market insight content for SEO and engagement |
Outcome
Angan Properties Ltd. now has a website that is more than just an online brochure; it’s a true digital sales and credibility tool. The status-based property listing system allows potential buyers to easily discover what type of project matches their needs: ready for immediate purchase, in progress with upcoming completion, or upcoming, for early planning. The first time the site is visited, there is no undifferentiated list of properties to sort through for relevance, but rather a clear orientation to the site.
The corporate profile sections provide institutional buyers and investors with the depth of information they need to evaluate Angan Properties as a development partner, without having to call them first to build a preliminary case for credibility. The website does this work before the sales team starts to play a part in the process, which means that the quality of each enquiry that comes in is enhanced.
The mobile-first design guarantees that most prospective buyers (who arrive on the site via mobile through social media, WhatsApp referrals or mobile search) are presented with a functional and coherent site on their mobile device. Enquiry forms on project pages are available and simple to fill on a mobile phone, as longer or badly designed enquiry forms lead to drop-off on mobile.
The SEO basics — location-specific project pages, structured corporate profile content, schema markup, and a clean site architecture — lays the groundwork for Angan Properties to create organic search visibility for the Dhaka real estate queries their buyers are searching. An asset that will build over time as indexed content and search authority gets added to the site.
| Before | After |
| No status-based organization — all projects presented uniformly regardless of availability | Four-status architecture (Ongoing / Ready / Upcoming / Completed) — buyers self-select immediately |
| Corporate profile insufficient for institutional buyer due diligence | Full leadership profiles, company history, and Salma Group context — credibility established on arrival |
| Mobile experience inadequate for a mobile-primary audience | Mobile-first design with touch-optimized navigation, listing cards, and enquiry forms |
| No organic search presence for Dhaka real estate keywords | Location-specific project pages with SEO content — indexed and building organic visibility |
| Enquiry process required calling — no online path from project interest to contact | Project-level enquiry forms — buyer can express interest from any project page without leaving the site |
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