- Client
- A national homebuilder
- Industry
- Homebuilding
- Hardcoded marketing pages moved into the CMS
- ~14
- Time to ship a new campaign landing page
- Hours, not days
- Listings refreshed automatically from the feed
- Daily
The problem
The old site was the bottleneck, not the market. Every new landing page, promotion or seasonal campaign needed a developer and a deploy, so marketing waited days for changes that should have taken minutes while sales quietly weakened. Community and floor-plan pages were hard-coded, so listing data, which changes daily as homes go under contract, close or come available, drifted out of step with what a buyer actually saw on the site. Every contact-form lead still got keyed into the CRM by hand, and marketing had no clean read on which campaigns those leads had actually come from.
What we built
We rebuilt the site with two pipelines doing the real work underneath it. Community, floor plan and quick-move-in listing data pulls automatically from the company's syndicated new-home listing feed on a schedule, lands in a managed database, and pushes photos to cloud storage, so the site always reflects what's actually available without anyone updating it by hand. Every contact form now writes straight into the database and syncs automatically to the company's sales CRM, with marketing-attribution tracking layered on top, so a lead reaches a salesperson without manual re-entry and marketing can see what actually worked. On the buyer-facing side: map-based community search, floor plan pages with virtual tours and photo galleries, quick-move-in inventory, testimonials, a video-enabled blog, and site-wide promotional banners. The larger structural change sits underneath the visible pages: marketing pages now render from a page-builder CMS, hero sections, testimonials, photo galleries, process and differentiator blocks, with visual editing built in, so marketing composes and ships a new landing page themselves, in hours, without a developer or a deploy standing between an idea and the site.
The outcome
Campaign pages that used to wait on a developer and a deploy now ship 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 a stale snapshot. Leads reach the CRM immediately with attribution intact 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 release.