Wing of Camberwell is a collection of contemporary one, two and three bedroom apartments. The scheme has been developed by Hyde New Homes, one of England's leading developers of homes that cater for all needs and incomes.

Wing is a development in the heart of Camberwell, a vibrant and creative area of London. It offers excellent transport connections into Central London and beyond.

Streamlining the build of branded microsites

This new development is one of several that Hyde New Homes was looking to promote. It wanted to streamline the process of creating fully-branded micro sites, while ensuring consistency and quality of the digital marketing processes involved. It also needed to ensure the integrity and quality of the data captured from prospective home buyers.

Kodime has been working with Hyde New Homes for several years, providing its Komobility platform for marketing automation and email marketing, and was approached by the client about the effective expansion of its web presence.

Driving awareness and lead generation

To meet Hyde New Homes’s objectives, Kodime created a website framework powered by Bolt, an open source website content management system (CMS). This in turn was extended and connected using APIs with the company’s own Komobility platform, which manages the property listings and subscribers (leads, prospects). This seamless combination provides a robust yet highly flexible toolset for all new microsite projects, the first of which to launch is Wing of Camberwell.

All content elements are managed via “content cards” which in turn sit in “containers”, which make up the actual pages.

The sites, such as Wing, which are hosted on the framework are fully responsive, adjusting dynamically to devices such as a desktop computer or smartphones.

Special features include dynamic image galleries, which present high quality photographic and CGI views of the properties so that prospective buyers can get a good feel of the accommodation and the development.

The homepage provides a high impact image rotator with key messages, with both the images and the respective messages - such as a call to action or news highlights - being one hundred per cent managed by the CMS module.

The website drives website visitors to fill out a data capture form and submit enquiries, which are automatically tagged, segmented and set up with pre-defined actions that trigger autoresponders. Also the property list, with unit descriptions, prices and availability status is managed from within Komobility, enabling updates about each of the properties’ statuses to be quickly and easily managed.

All media, such as images, and other content, such as galleries and floorplan PDFs, are hosted on the Komobility content delivery network (CDN) server for improved speed and performance. Website actions such as when a user downloads a brochure or completes the data capture form are tracked directly in Komobility, allowing Hyde New Homes to monitor and evaluate conversion rates.

Optimisation for SEO, including the increasingly important SSL certification, was part of the delivery.

The site is hosted in Kodime’s appointed data centre, on a high performance server with daily backup routines and 24/7 performance monitoring.

Improved conversion rates

The three-month build project has gone live during November and proves to be working well. The site is already delivering a significant number of new leads and qualified enquiries to Hyde New Homes and its appointed sales agents. The conversation rate from browsing site visitor to registered lead has exceeded expectations.

The client team is using the new Bolt CMS module so that they can easily update and add content to the site at any time. In addition, the new setup allows for easy publishing of the property listings from Komobility to portals such as Rightmove or Zoopla.

The customer data captured from the site is sanity-checked, de-duped and merged with enquiries from other sources, such as the property portals. All enquiries are automatically followed up by email auto-responders to drive further engagement.

A welcome side effect of the process is that the effort of creating additional sites will be reduced. That’s because Kodime has drafted design and content guidelines for creative teams as part of the project; and also because the actual build of the sites is now a semi-automated process using the CMS solution.

The new site is expected to grow in content sections and in depth as the Wing of Camberwell scheme is released to the property market, with updates such as new menu items or content pages easily made via the flexible CMS.

Take a look at the live site here: