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RISMEDIA, Feb. 15, 2008-Starting as a Web project and ending as a personal quest, launched the completely redesigned version of, the website of Audrey Ross of Christie’s Great Estates – Esslinger Wooten Maxwell.

“When visiting, it is clear that it is the most modern Website to date to have been developed by Luxury Real Estate,” said Michael Edlund, director of Technology for Luxury Real Estate, who personally oversaw this project. “Working with Audrey Ross and her team has been extremely personal for me and I am very proud with the end result.”

With the website’s dynamic changes online, viewers can expect to find cutting-edge features as they search for luxury homes on the site. These features include searches of the Multiple Listing Service, global listings and interactive maps. In addition, viewers can find slideshows, currency conversion virtual tours, printable flyers, open-house galleries, neighborhood information, nightly e-mails with listings that match their interest profile and more.

“The extensive functionality is just the beginning though,” Edlund said. “The Audrey Ross Website is unique compared to other real-estate Websites, since the luxury-lifestyle aspect is the number-one focus. In a competitive online real-estate landscape, where every Website can publish every listing in an area, one has to find other ways to stand out from the crowd. does this by providing a better luxury-lifestyle guide to Miami than anyone else.” is powered by LRE Realty Master, a newly developed web application for maintaining all aspects of a real-estate Website: listings, leads, neighborhoods, communities, internal-document management, media files, editorial content, blogs, Search Engine Optimization information and more. This website is entirely compatible with Internet Explorer 7, which becomes Microsoft’s new standard Web browser.

Michael Edlund, the director of Technology for Luxury Real Estate, studied journalism back in his native Sweden and has introduced powerful editorial workflows for managing content on in order to support the content-dense luxury-lifestyle section. This is also significant as Search Engine Optimization becomes increasingly important.

“Mrs. Ross is a luxury-lifestyle superstar, and we wanted to create a website that matches her level of professionalism,” Edlund said. “Our design emphasizes minimalism, elegance and style since Audrey Ross will primarily target a European audience. There are also localized websites in Spanish and Russian hosted in the local markets to maximize the local attention and search-engine positioning.”

According to the company, Ross is one of the most-successful luxury real estate professionals in the United States. Her clientele list includes Fortune 500 executives, film stars, international entertainment figures, sports celebrities and heads of foreign countries.

For more information, visit