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A digital success story for the housing market

As coronavirus tightened its grip on the world and the UK went into lockdown for the first time last year, the housing industry was forced to adapt. Sales offices were closed, show homes were off limits and house viewings ceased altogether. One property developer quick to embrace technology and implement a series of agile digital strategies to successfully navigate this new Covid-world was William Davis Homes.

Taking an agile digital approach to house sales

Client: William Davis Homes

Objective: Adapt quickly to coronavirus restrictions and drive engagement online

Channels: Website, Social, Paid Advertising, PPC

Results: The most successful summer of house sales on record

Following the government announcement in March last year, we worked with William Davis Homes to develop three digital strategies which ran from April-June, July-August and October-November, specifically relating to the lifting of lockdown in the housing market.

Creating three smaller digital strategies rather than one big campaign meant we could be more agile and reactive to any change in policy, show home safety measures and government initiatives such as the stamp duty holiday.

These digital strategies included new website pages, email campaigns, pay-per-click and organic social media and paid Facebook advertising.

The business changes and revamped communication strategy also included:

  • regular communication updates every 2-4 weeks across website, emails, Facebook and Twitter
  • a one-off announcement informing homebuyers that construction had started up again
  • sales offices opening by appointment only
  • dedicated coronavirus website pages with FAQs and safety information
  • the launch of virtual reality tours allowing potential buyers to explore developments and show homes from their phone, iPad or computer

Throughout the mini campaigns we continually monitored and analysed the website, digital and social activity to develop the content and improve performance in line with the latest audience insights and environmental changes.

All this resulted in being William Davis Homes’ most successful summer on record in terms of house sales. You can see the results from April-November below.

The Result

  • Over 14,000 visitors to the new virtual reality page
  • A 59% uplift in visitors to the ‘Contact us’ and appointment page to over 17,000
  • Nearly 4,000 website visitors have read the coronavirus updates
  • A 415% uplift in Facebook referrals due to social media paid activity including adverts, re-targeting and look-a-like campaigns – from 6,400 to 33,000 when compared to the same period in 2019

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