"This project has been created to address a glaring gap in the rails ecosystem: the lack of an open source project for real estate websites.
The result is that WordPress has become the dominant tool for creating real estate websites. This is far from ideal and PropertyWebBuilder seeks to address this."
isn't a bad way to sell the widget to developers. but because you've already put some of the work in to set up the one-click deployment, it looks like you're walking the path of going to a wider audience, and if that's your goal (not a horrifying one, it maybe where more dollars are...) it's good to think about how to explain that chunk more broadly.
granted, it's a tough line to walk but a lot of people are doing interesting things --> https://www.eclipse.org/oxygen/ for example.