Summit Homes Group is amongst the top 5 building companies in WA, with a solid reputation built over 4 decades.
The group comprises a number of sub-brands, each targeting a different type of home buyer. Easystart Homes is aimed at the very competitive first home buyer market. New Generation Homes caters to the second to third home buyer. The flagship brand, Summit Homes, targets the more affluent audience. Summit South West is pitched at customers looking to build down south. And Summit Projects is for the growing investors and developers market.
The Home Building industry is extremely sales-focused and competitive, particularly in the lower end of the market. Brands are constantly trying to outdo each other, with better offers, more inclusions and lower finance rates. The only way to survive in such a cut-throat market is with a solid marketing strategy, particularly in the digital space. Online enquiries has grown to become the number one source of sales leads over the last 5-10 years, so Summit needed best-practice solutions to maximize their opportunities.
Summit appointed Equilibrium as the lead digital agency and the partnership has since led to an impressive array of digital campaigns as well as cutting-edge website development to drive qualified enquiries into sales leads.
We have designed and built new websites for four of Summit’s major brands, with two more currently in development. The websites are based on a robust and user-friendly CMS platform which allows Summit full control over their website content.
Customer satisfaction and peer referral
Equilibrium helps to create digital campaigns aimed at increasing brand awareness and driving qualified enquiry. The campaigns integrate Summit’s CRM platform as well as a property management tool called ‘Runway’, which significantly reduces the staff hours involved in managing properties across multiple websites.
We set up in-depth website analytics to report on visitation statistics, customer experience and other metrics. We use tools such as Google Tag Manager, Google Analytics events, goals, in-page and custom views, as well as Crazy Egg tracking, which allows the analysis of user behaviour on key conversion points of the website through heat mapping tools.
