15 sites. 1 solution.

LWP is one of Western Australia's largest urban developers, the driving force behind numerous high-profile developments including the flagship Ellenbrook master-planned community. Equilibrium was appointed to develop 15 websites to help drive enquiry in a cooling economy, support the organisation's new brand strategy, and integrate the website into a new CRM system to support sales processes.

A scalable solution

We were tasked with developing a new corporate website and 14 individual community websites all managed, and hosted, within a single Umbraco solution. Critically, the system is scalable allowing new community's to be added seamlessly as they are released.

A new brand hierarchy

LWP's previous brand strategy used a hybrid model, whereby each community was anchored alongside the corporate brand. LWP moved to a 'house of brands' model, where each individual brand stands alone. For cost efficiencies we developed a standardised experience across all 14 sites, whilst allowing the unique brand and selling points of the community to be effectively communicated.

Understanding the user buying journey

We undertook a comprehensive strategy phase involving extensive research and customer journey mapping. This enabled our strategy team to effectively create funnels, ensuring users are being channelled to key lead generation forms on the website in an intuitive and natural way.

A guiding hand

Through the journey mapping process, we identified that many buyers do not know where to start their buying journey. To overcome this, we implemented a personalised step-by-step form enabling users to discover what house and land options are available to suit their individual situation.

Exploring the community

A key focus for the website was effectively showcasing the facilities and land available in each community. Using Google Maps, we developed an innovative interactive map allowing users to explore the community plan, view descriptions and pricing information, and enquire about a specific lot.

Stage Level

Users can explore the map to view village and staged releases within the community.

Lot Level

Individual lots are plotted on the map, which users can click for additional information and enquiry forms.

Integrating Microsoft Dynamics

We integrated the website and map extensively with LWP's newly implemented Microsoft Dynamics CRM. All mapping coordinates, available lots, pricing information and lot details are retrieved from the CRM and dynamically plotted on the map. Enquiries are sent back to the CRM.