Case study — Web Design, SEO & Property Marketing

Redrow Homes — micro site and marketing for a national homebuilder

344 executive apartments to market and sell in Edgbaston. A micro site delivered in under 4 weeks. 87% sold within 5 months of launch.

Sector Property development

Services Web design · SEO · PPC · Content

Duration Project engagement

Outcome 87% of 344 properties sold in 5 months

The problems

344 apartments needed marketing fast — tight sales targets and hard deadlines from day one

Rich media site (maps, hundreds of images, video) needed careful optimisation at a time when bandwidth was limited

Full marketing suite had to be ready on launch day — no runway once the site went live

Required precise appeal to a specific executive demographic in a localised Birmingham area

The outcome

Sales result

87% sold in 5 months

87%

of 344 properties reserved or sold within 5 months of launch

Full micro site delivered in under 4 weeks

Complete marketing suite live on launch day

Redrow built an internal team to replicate our approach for future developments

How did we do it? Read the full story below.

344

executive apartments to market and sell

4 weeks

from brief to live site with full marketing suite

87%

of properties reserved or sold within 5 months

“Redrow hired my team because we demonstrated clarity and definition in our project plans as well as a verve for capturing the development’s look and feel on a website”

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.

“Deadlines and site speeds were crucial in this project, given the push promotional campaigns and sales targets involved within Redrow”

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.

“Such was the success of this website that Redrow created their own internal team to match our work for future property releases.”

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.

Such was the success of the project that Redrow subsequently built their own internal team to replicate our approach for future developments — the clearest endorsement a client can give.

The result