The Brief
With the property market struggling and estate agents selling on average under one property per week, Redrow Homes decided to radically improve the prospects of Hemisphere, their key property development of over 300 apartments in Edgbaston, Birmingham and push forward a range of incentives and offers with a dedicated Web site.
The Process
Working in close partnership with their marketing agency, Aylesworth Fleming (responsible for overall branding and sales promotion), Zen Web Solutions delivered a glossy, lifestyle-orientated Web site to help sell the remaining high-specification properties.
The Results
With a full apartment search function, send-to-a-friend options and an attractive gallery feature, the site has generated numerous requests for brochures and DVDs. Its high level of return-on-investment traceability means this kind of focused Web site strategy is proving to be a successful marketing approach for many companies.
The Redrow Hemisphere SEO campaign has already produced higher search engine rankings than the previous Flash-based Web site, and full analytical tracking is in place to provide a better understanding of end user choices and behaviour, allowing for ongoing development to further maximise conversion.