BEECHWOOD

POSITIONING • BRANDING • CONTENT CREATION • DIGITAL APPLICATIONS • MARKETING APPLICATIONS • SALES SUITE

A PIONEERING DEVELOPMENT OF 251 CUSTOMISABLE HOMES IN BASILDON, ESSEX

BACKGROUND

This was a groundbreaking initiative that enabled buyers to customise virtually every aspect of their new property. From selecting the bedroom count, choosing the roofing and external finishes, determining the ground floor layout to picking the carpeting, fixtures and electrical points, etc. In total, there were over a million customisation possibilities. Additionally, all properties were factory-manufactured modular units before site installation. While such extensive customisation could be attractive, it might prove daunting for some customers, so striking the right balance between personalisation advantages and selection simplicity was crucial.

Billboard advertising Beechwood home customization, featuring images of modern living room interiors, with text promoting designing a 2, 3, or 4 bedroom home, contact information, and a call to register interest.

A real estate advertisement for designing a new home at Beechwood. The top image shows a row of modern houses and a hand holding a sketch of a house with the note 'custom design your own home.' The bottom images display interior views of a kitchen and living room, promoting custom home design services.

SOLUTION

Though an online configuration tool was available, the primary aim was to direct customers to the marketing suite where skilled sales representatives could guide them through the process. The campaign focused on the concept of 'your home, your way', highlighting the advantages of complete home customisation. Beyond traditional marketing materials, we assisted in developing the configuration platform, an on-site selection sales app, and various elements including an explanatory animation to clarify the process. The development has now completed its sales phase and moved to its next stage.

A computer screen displaying a website for a housing company named Beechwood. The site features an image of a modern brick house with large windows, a small brick wall, greenery, and a parked orange car. The website headline reads 'Discover a new way to live' in large, yellow text.

3D digital rendering of a modern two-story house with a pitched roof, multiple windows, a small front yard, and a surrounding wall, displayed on a computer screen.

A digital magazine spread showcasing modern home architecture and interior design. The top right features an artistic rendering of a contemporary house with a pink and beige exterior, surrounded by trees and a street scene. The bottom right displays a bright, stylish living room with a neutral color palette, a gray sofa with colorful pillows, a white coffee table with a decorative bowl, and a sliding glass door leading to a garden. There is also a smaller inset photo of a bedroom with a bed, window, and ceiling light.

Interior images of various modern homes with living rooms, dining areas, kitchens, bathrooms, and terraces, showcasing different interior design styles.

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