Jersey Proper is a creative studio in New Jersey. Brand, web, software, and automation, designed, built, and launched under one roof. Founded by Michael Ehrlich, we serve clients in New Jersey and across the United States.
Independent studio · New Jersey
Brand, software, and launch. One standard: proper.
The studio for companies that want product, design, and engineering under one roof. One person, fifteen years, software shipped to 25,000+ agents.
Shipped, not staged.
Real products serving real businesses. No mockups, no concept decks: every entry in the index is software you can open.
Each entry opens the project file: what it is, what shipped, and where it stands today.
The Proper Standard.
Every engagement is held to the same six lines. They're not values on a slide. They're how the work gets judged before it ships.
- 01Properly is the bar.
- 02Structure before style.
- 03Boring choices age better than clever ones.
- 04We don’t decorate what we haven’t framed.
- 05We don’t ship work we wouldn’t run ourselves.
- 06Small studio. Small slots. Deep work.
Free tools. Actually free.
Working software, not a newsletter trap. Use them, keep the results.
AEO Analyzer
AI assistants are already answering questions about your business. This shows you what they say and how to fix it. Paste a URL, get a score and a punch list.
Competitor Intel
Every Facebook and Instagram ad your competitors are running right now. Creative, copy, and how long each ad has survived. Public data, organized.
Notes from the studio.
Signal Report 002: Anthropic Just Built an App Store. Without the Tax.
Anthropic launched the Claude Marketplace for enterprise AI procurement. Here's what it signals for builders, buyers, and the future of the AI stack.
Your Real Estate Business Is a Rube Goldberg Machine and You're the Ball
Most agents are doing a computer's job and calling it hustle. n8n and Make fix that. Here's the automation stack that gives you your time back.
Your SEO Workflow Is a Mess. Here’s How to Fix It With One Folder and Claude.
Your SEO workflow is broken. Here's how to replace tab-switching and spreadsheet hell with one folder, Claude Code, and 90-second answers.
Who is Jersey Proper?
“I built this studio to put product thinking, design taste, and engineering in the same room, so the companies we work with don't have to assemble that team themselves.”
When you work with Jersey Proper, you work directly with me. Someone who treats your product, your interface, and your launch as one piece of work, and every engagement as if my own reputation depends on it.
Because it does.
Let's build something proper.
Michael Ehrlich
Founder & Studio Director
15+ years building software, brand systems, and digital platforms
What we build.
We design, build, package, and launch software products, automation systems, web platforms, and digital infrastructure. Under one roof, to one standard.
Brand
Identity, voice, and the system that keeps them consistent. Logos are the easy part.
- Identity Systems
- Voice & Copy
- Brand Guidelines
- Visual Direction
Web & Product
Sites and software that load fast, rank in AI answers, and convert. Next.js, TypeScript, shipped.
- Marketing Sites
- Custom Software
- Dashboards & APIs
- Performance & AEO
Automation & AI
Lead routing, follow-up, content pipelines, and voice agents. The work your team shouldn't be doing by hand.
- Lead Routing
- Follow-Up Systems
- Content Pipelines
- Voice Agents
Most engagements run $15K to $150K, quoted fixed before we start. Brand work runs 3-5 weeks, web platforms 4-10, software products scoped per engagement. On final payment you own everything: code, files, and infrastructure.
Common questions.
Software products, internal tools, automation systems, web platforms, and full brand plus launch packages. If you need an engineer, a product designer, and a launch person in the same room, that's the engagement.
We're not a vertical shop. Our deepest track record is in real estate, with software shipped to 25,000+ agents, but the standard travels. We take engagements wherever the work is interesting and we're a fit, and we'll be honest on the first call if we're not.
Most projects fall between $15K and $150K depending on scope. A focused brand and launch site lives at the lower end. Full product builds (software, identity, and go-to-market) sit toward the top. You get a fixed quote before we start, not hourly billing that drifts.
Brand and identity work runs 3-5 weeks. Web platforms run 4-10 weeks depending on scope. Software products are scoped per engagement and typically run 8-20 weeks. We commit to dates in the contract, and if something slips on our end, we own it.
You do. On final payment, all rights transfer to you: source code, design files, brand assets, and infrastructure. No licensing fees, no retainer traps, no holding your files hostage if you leave.
Thirty days of included support for bugs, tweaks, and team training. After that you can self-manage with the documentation we hand off, or retain us for ongoing engineering and product work at a monthly rate scoped to what you actually need.
Start a project.
Tell us what you're building. We'll be in touch within 24 hours.
Prefer email? michael@jerseyproper.com
Every inquiry is personally reviewed by Michael Ehrlich, Founder & Studio Director.