Building micro sites and marketing for a national homebuilder
The Hemisphere project at Edgbaston Mill by Redrow Homes featured 344 one and two bedroom apartments for sale to an upcoming executive sector. Conveniently located just outside Birmingham in the plush area of Edgbaston, a central part of their sales and marketing effort was to create a bespoke project-only micro website that could appeal directly to that audience.
Project brief
Marketing 344 apartments for one of the UK's big five developers
One of the big five UK property developers, Redrow has built over 100,000 houses and apartments. The Hemisphere project was aimed squarely at first time buyers and executives with £100–200k to spend.
Micro site approach
Given the locality of each development, Redrow adopted a localised micro site marketing approach to appeal directly to the target audience.
Rich content management
The Hemisphere micro site was challenged to hold a wide range of rich media — maps, hundreds of images and videos — at a time (2009) when bandwidth was a luxury. Careful optimisation and lazy delivery of content was required.
Localised marketing
Redrow worked closely with us on localised marketing of the micro site: press releases, SEO, Adwords, email capture and marketing — all based on a careful understanding of the targeted demographic.
Project delivery
Delivered in under 4 weeks with marketing ready to roll on launch day
The challenge was to help market and sell as many apartments in the Edgbaston development as quickly as possible, making search engine promotion and great web design vital.
Attractive micro site
The Hemisphere microsite was delivered in under 4 weeks with a clean and aspirational feel, dependent on photography provided by third parties.
Speedy marketing
Content and site optimisation was done in parallel with the build, whilst pre-emptive press releases, paid advertising content and marketing was readied to roll out immediately upon site launch.
Outcomes
87% of properties reserved or sold within 5 months
Redrow Homes' management team was very pleased with both the materials output and the marketing performance of the Hemisphere micro site. We were informed that 87% of the available properties were reserved or sold within 5 months of the website and marketing going live — a clear and successful result.