Park Avenue Homes

Overview

A luxury home builder north of Toronto. Their existing website was focused on single family homes. As Park Avenue began to transition to building complete communities, they were unable to effectively promote the features and benefits of their new communities, or easily manage individual homes as they were sold. With the increasing focus on communities, they also wanted to grow their custom home building division.

Research

The team began by reviewing the existing site, comparing it competitors, and determining how best to serve potential home buyers. Our research further revealed that most of Park Avenue's buyers were existing home owners looking for investment properties, or to upgrade to a larger home outside of the Toronto market.

Customers wanted to be able to compare each of the homes so they could find something that matched their budget and needs. The new site would offer detailed plans of each of the models for each community, along with general information about the local community.

Homeowners knowledge would vary. So while a key focus for each model's page was information such as price, bedrooms, bathrooms and square footage, we also included all the additional amenities that came with each home.

Solutions

Based on the research and goals of growing their qualified leads, we elected to continue to use the Wordpress platform adding the WP Property plugin for managing individual property pages. This allowed us and the client to easily manage individual homes, as well as easily grouping them into their respective communities.

Each community included a call to action encouraging prospective clients to contact Park Avenue Homes for more information. Potential clients for custom homes were pre-screened via a simple form that allowed them to communicate their custom home preferences, which then allowed Park Avenue Homes staff to contact them for a personalized followup.

Results

After the relaunch, the web session duration increased 66%, while the bounce rate decreased from 58.9% to 22.9%. Page views increased by 173%, as customers were now comparing models before submitting a contact form about their selected home. With an average of 39 qualified leads per month each valued at over $300,000, the return on investment for Park Avenue Homes was astounding.