Bromford represents more than 50 years of housing heritage and a continuing social vision to deliver hundreds of affordable new homes each year.
They needed a dedicated home sales site which would reinforce their reputation not just a quality house builder but also as an organisation committed to helping people put down roots in their local community.
To support that purpose the homes sales website needed to reflect and reinforce their values and educate visitors about new developments and schemes, different ways to buy and encourage them to contact the Bromford sales team.
Organic traffic increased 151% year on year (2013 vs 2014)
Over 770,000 page views since launch (September 2012)
22 home completions in just 4 weeks (Feb 2015)
It was recognised very early in the project scoping that the key motivation for website visitors would be searching and finding location-specific homes for sale. Profiling of the customer base revealed that browsers were already familiar with ‘Rightmove-type’ websites and that type of search functionality and listings information were key expectations from the Bromford Homes site also.
The final site allows customers to search for home using either location-based forms or a map view utilising Google maps so that branded and interactive pins can accurately be placed for new developments. Individual listings include rich media and content (photo gallery, video, floorplans, and local amenities) to inspire and inform visitors. Strong calls to action then guide home seekers towards supporting information about buying options, registering for updates or making an enquiry.
Since the site was launched year-on-year visitor traffic has more than doubled. The ease of managing new development pages and property listings, alongside embedded social media and blog features, keeps the content fresh and relevant. Demand for Bromford properties has always been high but the new site has accelerated that further and led to many new customers putting down roots in a Bromford community.
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