Phoenix Rising rebuilt Freestone’s digital operations from the ground up — creating a cohesive command center, analytics pipeline, and workspace structure that replaced years of fragmentation, broken systems, and inconsistent data. The Operational Infrastructure
Core operational improvements included:
Central Command Center for all assets, metadata, sitemaps, and brand files Unified email structure leveraging the Freestone domain, consolidation of inboxes and logins Re-engineered digital workspace with clean permissions, correct integrations, and reliable system connections GA4 + Looker Analytics pipeline for accurate, unified website, campaign and landing page reporting SEO metadata command table with consistent titles, descriptions, and hierarchy Organized media ecosystem for all photos, drone footage, and visual assets Social, brand & narrative architecture for future content and touchpoints Systems consolidation, DNS updates and operational workflow for edits, approvals, staging, QA, and launch Technical cleanup including broken link and bug fixes, navigation repairs, redundant page removal, and proper indexing This operational foundation is what made the UX, brand, SEO, and analytics transformation possible — and what positions Freestone for sustainable long-term growth. It also ensures that future builders, realtors, and internal teams can operate efficiently without technical debt or platform instability.
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