Case study29 October 20265 min read
Case study: upclick.me, a complete web agency run by one person
upclick.me builds direct-booking websites for Croatia's finest villas. Research, qualification, prototypes, follow-ups and the inbox run as automations, so the founder spends his day talking to villa owners.
By Michael PresecanAIgenica
Client: upclick.me, direct-booking websites for luxury villas in Croatia. Built and run by AIgenica's founder, Michael Presečan. Result: one person runs research, sales and delivery for a full agency. Every owner he speaks with receives a website designed for their villa within days of the call.
The situation
upclick.me serves a small, demanding audience: owners of high-end villas on the Croatian coast. Their guests find the villa on Booking.com or Airbnb, then search its name hoping to book direct. upclick.me builds the website that answers that search: the villa's own story, found first on Google, with booking on the owner's own domain.
The offer is personal by design. Every site is written and designed for one house. An agency like that usually needs a researcher, a sales rep, a designer, a copywriter and an account manager.
upclick.me has Michael. We built it as our own proof: an agency where the repeated work runs as automations and the founder keeps the conversations.
How the agency runs
1. Research maps the market
Automations gather villa data from public sources: the county registers of rental properties, requested from six coastal counties, plus listings, guest reviews and photographs from the booking platforms. Each villa arrives with its story, its guests' words and its current web presence.
2. The CRM holds every villa
Each villa becomes one record: the house, the owner, the listings, the reviews, the current website and an estimate of what it earns through the platforms. The whole market lives in one place.
3. Filters build the call list
The pipeline keeps the villas that fit: high-end, owner-led, with a website below the standard of the house. Michael receives a short call list with a briefing for each owner: what guests praise, what the platforms likely cost them and where the current site has room to grow.
4. Michael calls the owner
A personal call, prepared down to the guest reviews. Michael listens to how the owner runs the house, who the guests are and what they want for next season. The notes go straight into the villa's record.
5. The prototype follows the conversation
An automation combines the call notes with every listing and review, finds the one sentence that sets the house apart and builds a complete prototype: design, copy and search structure, live at villa-name.upclick.me. It reflects what the owner asked for, so it reads as a reply to the call.
6. The follow-up is written for one person
The email that delivers the prototype picks up where the call ended: their villa, their guests, their numbers and a link to their new site.
7. The inbox keeps every thread
Every email in and out is matched to its villa record. Replies move the deal forward, quiet leads receive a timely follow-up and WhatsApp messages join the same thread. When an owner signs, the prototype becomes the production site, usually within a week of receiving their photographs.
What stays with Michael
The calls, the relationships and the final word on every website. The automations prepare; Michael decides.
The result
- Michael arrives at every call already knowing the house, and leaves it with a website to build.
- Every owner he speaks with sees their own villa as a finished website within days.
- Research, follow-ups and the inbox keep moving during calls, evenings and weekends.
- One person runs research, sales and delivery for a full agency.
What your business can take from this
- Automate the preparation, keep the conversation. Research, briefings and follow-ups run on their own; the call stays personal.
- Give every client one record. When research, calls and emails meet in one place, every next step is clear.
- Lead with work made for them. A prototype built from the client's own words starts the relationship with proof.
The same approach works for any business that sells to a defined market. Tell our agent who your clients are, and you receive a plan for your version.
