A product built by Centoia

FrameFill

Market every listing like you have a full marketing team behind you. FrameFill turns one property listing into a complete, on-brand launch package — then lets agents share it, update it, and handle the inquiries that come back, all from one place.

What it is: Marketing automation for estate agents
Our role: Product, design, build
Status: Live

The FrameFill interface, showing marketing materials generated from a single property listing — One listing in — a full set of on-brand materials out

The problem

Selling a property is a marketing job, and most estate agents are doing it alone. The same listing has to become a brochure, a set of social posts, a portal entry, an email to the database, and a window card — each one a different size, a different tone, and a different set of rules about what has to appear where.

So it gets done twice: quickly and inconsistently when things are busy, or slowly and properly when there's time. Neither is good. The agent is a salesperson being asked to be a studio, and the brand suffers in the gap.

What we looked at first

Before designing anything, we followed the actual work — what an agent does between winning a listing and getting it in front of buyers. Two things stood out, and they shaped everything after.

The information barely changes. Address, price, rooms, photos, a description. It's the packaging that changes, over and over, by hand.
The bottleneck isn't creating, it's updating. A price drop means finding every asset already published and redoing each one. Most of the time, that simply doesn't happen.

That reframed the product. The valuable thing wasn't a generator that produces a folder of files and walks away — it was keeping one listing and everything made from it connected, so a change in one place is a change everywhere.

What we built

An agent enters a listing once. FrameFill produces the full set of materials — sized, laid out, and on-brand — and keeps them tied to the listing. Share links stay live, so a buyer who opens one tomorrow sees today's price. Inquiries come back into the same place instead of scattering across inboxes and message apps.

The brand rules are built in rather than bolted on. Agencies care a great deal about consistency and have almost no way to enforce it once material leaves the office. Making the on-brand version also the fastest version was the design goal — nobody follows guidelines that cost them time.

“I only need to add text and photos, and the result is polished marketing materials for multiple channels.” FrameFill user

What changed

The clearest signal is behavioural: material that used to be made once and left to go stale now gets updated, because updating costs almost nothing.

One entryA listing is typed once, not reformatted for every channel.

Always currentA price change updates every shared asset, including ones already sent.

One inboxInquiries land in the same place as the listing they came from.

Why it's here

FrameFill is our own product, which makes it the most honest thing we can show you. Nobody handed us a brief. We found the problem, decided what mattered, made the calls about what to leave out, and lived with the consequences — which is exactly what we do on client work, just without the client.