Our team worked with our client to develop a solid understanding of their trade area and goals.
One of the key insights was that they weren't looking to increase the quantity of homes they built in a given year, but rather to find qualified prospects for their model homes before finish—to shorten the time to sale.
These key insights helped us to develop a strategy to reduce overall web traffic while increasing the number of qualified prospects for new homes.
Prior to our engagement, this builder was using one generic landing page for inquiries with a drop down on the form to select the model home desired. We revamped the core website to feature all of the model homes available, and allow potential customers to click through to a specific landing page for their desired home. This approach allowed for a more streamlined system to promote the homes that were already built or in progress, and drive more traffic to those most likely to choose one of those homes.
Additionally, we revamped the one sheets for each home, showcasing the home selected on the front and featuring all model homes (by size) on the back of the PDF download. This helped showcase each home while providing an overview of the breadth of selection the builder offered.