GKA a creative agency

blog

Oct 14, 2020

Craftmark Homes’ Website Overhaul Gains 20 Percent Traffic Increase YOY And More

Craftmark Homes' Website Overhaul Gains 20% Traffic Increase YOY And More

Over nearly 30 years, Craftmark Homes has delivered more than 8,000 new luxury homes throughout the greater Washington, DC Metro area. Looking for a deeper connection to their homebuyers, Craftmark Homes reached out to GKA for a website redesign. In the five months after launching a new website, we’ve been able to achieve a 20% yearly increase in website traffic while giving prospects the power to choose their own lifestyle.

The Challenge:

Previously, we developed a highly impactful website for Craftmark Homes that received nearly tripled leads, conversions, and completed contact forms. Since then, the DC real estate market has become increasingly competitive.

According to ShowingTime, a leading real estate showing software and market stat service provider, buyer traffic jumped compared to this time last year. In addition, the Existing Home Sales Report, the National Association of Realtors (NAR) announced that the number of available homes available decreased by 18.6% from one year ago.

The increase in buyer traffic coupled with the decrease in homes highlighted the need for Craftmark Homes to lead in every aspect from user experience to key messaging to attract prospects.

The Strategy:

After synthesizing the data, we developed a strategy that deconstructed the idea of a traditional home builder website and allowed each Craftmark Homes community to “speak for itself.” We created an outstanding user experience for prospects through a platform-style website, where each community receives an individual landing page that showcases its own brand and lifestyle. Other strategies included:

  • Pushing relevant content based on user data and geolocation.
  • Providing a space to showcase Craftmark Homes video content.
  • Positioning Craftmark Homes as an industry leader in the minds of your customers by providing a visually attractive blog, allowing for more nuanced communication on relevant topics for homebuyers.
  • Giving users the ability to like and favorite communities and homes, while displaying the number of “saves” to other visitors

The Impact:

Since our strategy overhaul, Craftmark Homes sold out of four communities, successfully launched two more communities, and surpassed annual closing goals by 25%.

More Craftmark Homes Results

  • Website traffic increased
    • A 20% increase in website traffic YOY
      • Organic traffic - 8% more website visits, 9% more conversions in lead generation
  • User engagement raised
    • A 6% increase in pageviews YOY
      • Organic traffic - 8% more website visits, 9% more conversions in lead generation
    • A 7% increase in Avg. Time on page YOY
  • Leads are generated effectively
    • Almost a 10% increase in lead forms submitted over the past five months compared to the year prior.
  • Fresh Chat
    • Fresh Chat is a new addition on the new website. When Fresh Chat inquiries and total lead form submissions are combined, it's a 50% increase in total website leads YOY.

Conclusion:

Craftmark prides itself on being a family-owned company that doesn’t answer to shareholders, but to their customers instead. As the real estate market becomes increasingly competitive, it was imperative that Craftmark’s differences shine. With our website redesign, we were able to put Craftmark’s mobile users and individual community lifestyles at the forefront of their homebuying experience.

Ready to partner together? Let’s connect.

contact us