How Campbell Buchanan George revamped their image and gained market status with a brand transformation, a stunning website, and lifestyle-focused content marketing.
Author | Paul Skuse, Oakfield Design & Creation
Do your buyers fully know you? Do they fully trust you?
By this I mean, do they truly understand the quality of your homes, what sets you, and your schemes apart?
Can they quickly and easily obtain a clear and full picture of the quality of the specifications you offer?
Can they instantly access the portfolio of your previous developments showcased in a way that paints the picture of the standards you hold yourself to?
We see our clients faced with a challenge that’s all too familiar – being virtually unknown to their prospects.
Everyone starts at your website. And yet, too often, we see developers’ websites that consist of just a few pages of non-inspiring images, and more often than we’d ever want to see, just a home page professing “under construction”.
What message does this tell your buyers? They are quite correct to assume that if you can’t even manage to build a website successfully, how will you approach building their home?
After all, how we do one thing is often how we do everything! And in this current climate that’s not the reputation you want.
So, what are the key ingredients needed to transform how your company and homes are portrayed in the marketplace? How do you build that trust and confidence in your prospects and buyers, immediately?
We recently took a high-end house builder through this process, of repositioning themselves in the marketplace and the region.
Campbell Buchanan George build some of the finest homes in Cambridgeshire and the surrounding areas, but one look at their previous website and you would never have known this. So, we began the process of building a brand, position and website that reflected and showcased the incredible quality of their homes.
The transformation commenced with the creation of a stylishly designed website, aimed at inspiring prospects, buyers, and landowners alike. This was complemented by expertly choreographed photography, which put the spotlight on the exceptional craftsmanship of their past and current developments. We were also commissioned to film and produce two remarkable show home films, inviting viewers to experience the luxury and comfort of their current schemes.
And at the heart of the project, we meticulously crafted every word and image, instilling the essence of their homes and their unwavering commitment to quality.
To now maintain and amplify this newfound reputation, we have launched an ongoing content marketing strategy. This strategy revolves around showcasing current developments and giving a sneak peek into upcoming projects all wrapped within a lifestyle theme. We are consistently engaging and informing their audiences of prospects and buyers with these lifestyle-focused articles distributed via email and various high-performing social platforms.
The results are undeniable – a brand once obscure has become synonymous with excellence, leaving stakeholders, team members, prospects, buyers and even local landowners with the lasting impression, “Campbell Buchanan George build truly beautiful homes, the best available in the area.”