Developments that existed only on paper.
Projects lived in printed brochures and on site boards. Anyone researching online — which by then was almost everyone — found nothing, and the sales team spent calls describing plans that should have been on a screen.
The bigger operational problem was attribution. Enquiries arrived through a single generic form, so nobody knew which development a buyer cared about until somebody rang back to ask the one question that should have been captured automatically.
A page per development, and enquiries that carry the project.
One page per project
Plans, location, specification and construction stage for each development, structured the way a buyer compares them.
Project-tagged enquiries
Every enquiry lands with the development attached, so the follow-up call starts already knowing what it is about.
Construction-stage updates
Progress shown per project — the thing existing buyers check most and the thing that most reassures new ones.
Local search presence
Built to be found by people searching for the areas and project types this builder actually works in.
Two calls that shaped the build.
Project pages, not a portfolio grid
A single "our projects" gallery would have been cheaper. Giving each development a real page is what allowed enquiry attribution and search visibility per project — the two things that changed the sales conversation.
We stopped short of a CRM
The obvious next step was managing those attributed leads properly. We deliberately kept it out of scope, and that missing half is exactly what became Residieons for a later client.
Pre-qualified enquiries, and a product idea.
- Enquiries arrive tagged with the development, so nobody makes the "which project?" call.
- Buyers arrive having already seen plans, location and stage — the call starts further along.
- The gap this project exposed became Residieons, now licensed to other developers.
Client-reported outcomes, described qualitatively — we publish numbers only where the client has agreed to them.
More of the work
All case studiesA UK diamond manufacturer whose buyers were always asleep when the office was open.
txA fabric range that lived in email attachments, invisible to anyone searching for it.
hcICU care explained to families deciding in a hospital corridor at night.