Established online since 1996

Original thinking. Complete online platforms. Proven results.

Wiley Marketing creates brands, websites, communities, marketing systems and practical online experiences that help businesses attract attention, reconnect with their audience and move forward.

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30 years Online community, platform and marketing experience

From the ground up Concepts, brands, audiences and business systems

Professional assistance Focused reviews, short term projects or ongoing direction

Wiley Lulfs Principal and Creative Strategist Branding, online platforms, audience growth and hands on implementation.

What Wiley Marketing does

Wiley Lulfs builds more than websites.

I help shape the brand, audience, message, customer journey and practical systems that give a business a complete online and marketing direction.

That can mean developing something new, improving what already exists, or giving an established business the professional assistance it needs to regain momentum.

The work often begins with naming, positioning and audience direction. Original examples include The Hull Truth, InletCam and Florida Property Seekers.

Creative strategy Brand direction Website planning Audience growth Online communities Interactive tools Professional photography Content systems Payments and workflows

Selected websites and communities

A few examples of platforms designed, built and directed by Wiley.

These projects represent only part of a much larger body of work. Each began with an original concept and was developed around a real audience, business purpose and long term opportunity.

01 Florida real estate

FloridaPropertySeekers.com

A consumer focused Florida real estate platform connected to a statewide Facebook community approaching 100,000 members.

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Creating a consumer focused brand for buyers and sellers

I created the Florida Property Seekers name and developed the complete rebrand direction to move the audience away from an agent centered identity and toward the people actually searching, planning, buying, selling and asking questions.

Connecting a major Facebook community with a permanent website

The website provides the permanent tools Facebook cannot, including directories, consumer resources, applications, payments, tracking, articles and interactive planning tools.

Building agent and vendor directory systems

The directory system gives consumers a useful way to find professionals while creating structured visibility for participating agents and vetted vendors.

Developing the Florida Property Buying Readiness Report

I created the report concept to help prospective buyers evaluate their preparation, identify possible gaps and create a useful summary they can share with the community or a real estate professional.

Creating applications, payments, tracking and participation systems

The platform includes vendor vetting, approval before payment, participation plans, PayPal subscription handling, private tracking, automatic dates, status management and protected records.

02 Regional authority

SoutheastFlorida.com

A seven county regional information platform designed to earn search visibility by being useful, organized and authoritative.

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How SoutheastFlorida.com began as an early IDX website in 2004

I personally set up the IDX system, wrote regional articles and connected local information with relevant active property listings when IDX was still relatively uncommon.

Recognizing when IDX lost its advantage and changing direction

By 2023, national property portals had come to dominate listing search. In 2024, I repositioned the site around regional information and long term search authority instead of competing as another IDX website.

Expanding the platform to the full seven county region

The modern site covers Monroe, Miami Dade, Broward, Palm Beach, Martin, St. Lucie and Indian River counties, reflecting the broader regional definition of Southeast Florida.

Organizing extensive regional information for SEO and usability

The platform covers markets, relocation, ownership costs, condominium realities, migration, development, infrastructure, selling and regional differences.

Connecting regional information with direct real estate services

SoutheastFlorida.com earns attention through useful information while Lulfs.com provides the direct path to real estate services through shared branding, calls to action, contact links and agent information.

03 Boating media and community

ReelBoating.com

A modern boating magazine and forum platform combining permanent information with active community discussion.

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Why ReelBoating.com was created in 2009

Former members of TheHullTruth encouraged me to create a new boating community after my noncompete expired. Membership grew quickly, but Facebook and a growing number of competing forums changed the market.

Installing and operating the original Invision forum

I personally configured the server, database, Invision software, categories, permissions, theme, community structure and ongoing administration.

Producing boat show coverage, interviews and photography

Coverage included major Florida boat shows, ICAST, product information, interviews and original professional photography involving Yamaha, Scout, Pathfinder, Dusky, Hydra Sports and many more.

Rebuilding the site as a modern magazine and forum platform

The current direction combines organized magazine style content with the existing forum so visitors can browse permanent information while still participating in active discussion.

Using RSS to connect current forum discussions with the public website

Live RSS processing brings current forum conversations into the public magazine experience, connecting fresh community activity with permanent boating content.

Professional help for an existing business

Your online presence may need a boost.

Your business may already have a website, social pages, content, customers and an established name. Wiley Marketing can help identify what has fallen behind, strengthen what is worth keeping and reconnect the pieces into a clearer direction.

Discuss an online presence review

Assess what exists Identify what is working, what is outdated and what is missing.

Prioritize the right improvements Improve the brand, website, customer path and marketing without rebuilding everything by default.

Restore momentum Reconnect the website, social platforms, content, forms, contact systems and audience strategy.

Selected internet history

A few examples from three decades of building online communities and businesses.

These projects represent only part of a much broader history of original websites, communities, media platforms and audience driven businesses.

1999 to 2007

Major case study

TheHullTruth.com

An original name, philosophy and community that grew into a major boating platform and complete operating business.

Creating the original idea and the meaning behind The Hull Truth

I created the concept in 1999 and chose the name to represent honest boating discussion. Members could share both positive and negative ownership experiences without corporate pressure controlling the conversation.

Growing the community from a side server into a major platform

The site moved to TheHullTruth.com in late 2000 and grew rapidly, requiring repeated server upgrades, software testing, new hardware and around the clock management.

Building boating forums, classifieds, fishing regions and member culture

Major areas included the Boating Forum, Classifieds, regional fishing discussions, The Bilge and The Sandbar. The classifieds became a major destination for private sales, dealers, television show boats and demonstration boats.

Bringing manufacturers, dealers and marine businesses into the conversation

Marine companies eventually joined discussions, answered questions and resolved customer issues publicly. I also developed banner advertising, early Google advertising and industry participation programs.

Managing merchandise, revenue and daily operations myself

Merchandise included hats, shirts, decals and koozies. Vendors assisted with production, while I handled most packing and shipping along with the forum, moderation, servers, advertising and community direction.

Why I sold TheHullTruth.com in 2007

The platform had become too large for one person to operate effectively, the offer was strong and social networks and staffed competitors were changing the market.

1996

Florida Chat Room Webpages

A gathering website for Prodigy chat room members with conversation summaries, member information, business information and early internet guidance. I was the sole content provider and editor.

2008 to 2010

InletCam.com

A live Port Everglades camera, integrated chat and online community. Yellow InletCam flags allowed cruise passengers to connect the website with a real world departure experience.

Real estate experience

Understanding the property, consumer, marketing and platform sides of the business.

I began buying and reselling South Florida homes in 2000, primarily waterfront properties in Broward and Palm Beach counties. I became a licensed Florida real estate sales agent in 2014.

My real estate work has included property ownership, buyer and seller representation, IDX implementation, local search strategy, professional real estate photography, community websites, lead generation, consumer education and large Facebook communities.

Lulfs.com

Created in 2013 as the full sales and marketing website for The Lulfs Home Sales Team, with a major redesign in 2026 focused on better flow, stronger graphics and fewer unnecessary tools.

Localized real estate sites

SeaColonyJupiter.com, BluffsJupiter.com, JupiterFarmsForSale.com, JupiterBeach.net and many others combined local information, IDX listings, photography and direct contact pathways.

Facebook community growth

A local Southeast Florida discussion group evolved into South Florida Real Estate, Florida Real Estate Hub and today’s Florida Property Seekers community.

Entertainment, events and professional photography

First hand experience onstage, behind the camera and inside the promotion.

I have worked professionally in entertainment and event settings in Miami Beach, Palm Beach, Orlando and across Florida.

My experience includes live performance, musical direction, business direction, audience awareness, show promotion, social marketing, event graphics and professional event photography.

I have performed professionally as a drummer with popular local and touring bands, reunion acts and tribute shows connected with Jimmy Buffett, Tommy Roe, Peggy March, Dion and many more.

Working both onstage and behind the camera provides a practical understanding of timing, presentation, energy, audience reaction and how an event should be visually documented and promoted.

Professional event photography Live performances, private events, entertainment environments and promotional images.

Real estate photography Property presentation designed to support listings, websites, marketing and buyer interest.

Marine and promotional photography Boat shows, products, interviews, websites, social media and original editorial content.

Timing, energy, presentation and audience reaction matter onstage. They matter just as much in photography, branding, websites and marketing.

My ideas. Modern tools. Tested results.

AI supports the process. It does not replace the judgment.

1 I define the concept, audience and purpose.

2 AI helps with research, coding, comparison, organization and visual development.

3 I evaluate, test, correct and decide what goes live.

Work with Wiley Marketing

Focused advice. Short projects. Ongoing direction.

Some businesses need a complete strategy. Others need an experienced outside perspective, professional assistance with a specific project or a focused push to get back up to speed.

Paid help and focused advice

A practical review of a website, brand, campaign, online system or business decision with clear recommendations.

Short term project

A concentrated engagement to modernize, reposition, improve or complete a defined online and marketing project.

Ongoing involvement

Continued work with ownership or management on brand direction, marketing, audience growth and platform development.

Based near Jupiter and West Palm Beach Florida opportunities preferred, remote work elsewhere considered.

Flexible working arrangements Employee, contractor, paid consulting, short project or long term role.

Available now Full time when primarily home based or substantial part time in a hybrid arrangement.

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