As one of the UK’s largest property developers, Taylor Wimpey is a FTSE 100 company, operating at a localised level from across 24 regional businesses, including a growing London presence. They actively sell homes from an average of 315 UK outlets to over 10,000 end clients.
There were four main challenges we needed to address:
- Poor levels of user engagement
- Lack of engaging content
- "Findability" issues due to poor SEO
- No community engagement
We needed to make the user journeys truly outstanding and stress free for every customer. House purchasing is an incredibly emotional experience, so large images, video and interactive floorplans were crucial to help bring each development to life. In a market dominated by intermediatries, the best way to compete is through the development of seamless customer experiences.
One of the most important ways we wanted to achieve this was by utilising the localisation functionality of Sitecore. For the first time Taylor Wimpey were able to structure their content geographically allowing them to implement local and regional marketing.
Developing this idea further we discovered we'd be able to market new housing developments targeted to the demographic of their individual areas and regions. Clear calls-to-action and carefully crafted user journeys have led to a 66% increase in calls to sales staff, and a 300% increase in registration of interest. It is a creative solution to the business challenge of lead generation.
A fresh new responsive design concept built around insights into the role of rational and emotional inputs into house buying. A compelling property search designed to be intuitive and persuasive. Integration with multiple back end systems.
A critical part of our relationship with Taylor Wimpey is the managed services and provision of ongoing support. We manage and maintain their digital platforms, offering a 24/7 support environment.
This helped ensure a successful defence of search rank during migration, and has delivered 100% up time since launch in November 2013.