Luxury real estate investment
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.
VERV is a real estate investment and development firm founded by former NFL player, Peyton Thompson, with over $50 million AUM. In addition to facilitating real estate transactions, VERV actively invests in properties and manages a real estate portfolio. Their investment acumen sets VERV apart and gives their clients a unique advantage in the market. VERV had an existing website, but the content and site structure didn’t communicate VERV’s three offerings of brokerage, investment, and development services. Since the development offering wasn’t ready to market, we agreed to focus on customer acquisition via brokerage and investment services. VERV asked me to first design the home page and property listing and detail pages, and then designs for remaining level one content pages followed.
- Redesign the content flow on the home page. Buy/sell CTA is primary, and the investment CTA is secondary, as this is VERV’s typical customer journey.
- VERV is competing with other luxury real estate firms. The aesthetic must appeal to clients looking to make million-dollar transactions.
- Contact info and form is prominent. This is a brochure website with the potential to capture leads on every page.
Every home page should be treated as a landing page with a goal for the user to not only understand the business in under 5 seconds, but for the user to navigate to a second page before leaving the website. The home page of a brochure website like this may average at least 30% of total site page views. VERV is more than a brokerage facilitating buy/sell transactions, but the majority of clients’ first interactions with VERV are transactional. For this reason, the first CTA (call to action) button is “View Listings.” Below, we highlight the brokerage and the investment services. Most customers that became investors were first brokerage customers, therefore the content flow on the home page mirrors VERV’s typical customer journey.
Let’s break it down. A website may look good, but more important than aesthetics is the story it is telling. This site strikes a balance between meeting the business goals and the customer goals. Typically these goals will be aligned. When the business offers products with a higher barrier to entry, selling those products may take more effort or have a longer customer acquisition lifecycle – from acquisition to conversion. When possible, lead with the easier sell. Build out your content pages, which are essentially landing pages for other offerings, and leverage other marketing channels to guide your customers along the journey to your higher commitment products or services.
The order in which home page content elements appear depends on the goal(s) of the website, but generally the elements listed here are important to consider including. Every website is a unique challenge with a specific goal. It would be an oversight to treat all sites, and home pages the same.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros elementum tristique. Duis cursus, mi quis viverra ornare, eros dolor interdum nulla, ut commodo diam libero vitae erat. Aenean faucibus nibh et justo cursus id rutrum lorem imperdiet. Nunc ut sem vitae risus tristique posuere.