- Client
- A national homebuilder
- Industry
- Homebuilding
- Hardcoded marketing pages moved into the CMS
- ~14
- Time to launch a new campaign landing page
- Hours, not days
- Listings refreshed automatically from the feed
- Daily
The problem
The bottleneck was the old site. Every new landing page, promotion or seasonal campaign needed a developer to make the change and put it live, so marketing waited days for changes that should have taken minutes while sales slipped. Community and floor-plan pages were hard-coded, so listing data, which changes daily as homes go under contract, close or come available, fell out of step with what a buyer saw on the site. Every contact-form lead still got keyed into the CRM by hand, and marketing had no reliable way to tell which campaigns those leads had come from.
What we built
We rebuilt the site with two automatic processes doing the real work behind it. Community, floor plan and quick-move-in listing data is pulled on a schedule from the company's syndicated new-home listing feed, stored in a managed database, with photos saved to cloud storage, so the site always shows what's available without anyone updating it by hand. Every contact form now goes straight into the database and is copied automatically into the company's sales CRM, along with tracking of which marketing brought each lead in, so a lead reaches a salesperson without anyone retyping it and marketing can see what worked. For buyers, there's map-based community search, floor plan pages with virtual tours and photo galleries, quick-move-in inventory, testimonials, a blog with video, and site-wide promotional banners. The bigger change is behind the visible pages. Marketing pages are now built in a page-builder CMS from hero sections, testimonials, photo galleries, process and differentiator blocks, with visual editing built in, so marketing puts together and publishes a new landing page themselves, in hours, without a developer standing between an idea and the site.
The outcome
Campaign pages that used to wait on a developer now go live from the CMS in hours. Listings stay current automatically, so buyers browsing the site see the same available homes and pricing sales is working from, instead of an out-of-date snapshot. Leads reach the CRM immediately with their campaign source attached rather than sitting in an inbox waiting to be keyed in by hand, and a promotion or seasonal push can go live sitewide instantly instead of waiting for the next site update.