Centerline Homes Case Study
The Client
Centerline Homes is one of Florida's premier builders, providing a myriad of home-styles from luxury town-homes to grand custom estates.
The Challenge
Centerline came to us with the desire to develop an Internet presence that was sorely missing. With their aggressive plans for future real estate development and the overall explosion of the industry during this time, particularly in Florida, it was a no-brainer.
Centerline knew the Internet could help them, but they weren't sure just how. Because of this, Centerline was apprehensive about investing much into this avenue of marketing.
The Execution
We decided to incorporate a site that would supplement Centerline's existing marketing efforts without breaking their budget. We developed a content-centric website and over time have added detailed community areas featuring each of the models and features.
The next focus was to enhance Centerline's image by building a stronger customer service foundation. To accomplish this, we implemented an online Customer Care Center that allows homeowners to view the progress and status of their home from start to finish.
Most recently, we began an awareness campaign, spreading word of Centerline's latest projects via email newsletters, along with the addition of both Commercial Division and Financial Division websites.
The Results
In the first year, Centerline's ROI skyrocketed as they sold their first home entirely via their website and email communications. This success spawned the Customer Care Center, which has helped comfort new homeowners while reducing the manual labor involved in the Customer Care department by almost 40%.
Centerline's reputation has soared. Several south Florida communities have completely sold-out during the opening day of sales alone. Centerline has since expanded north, entering the Orlando market.
The Source
You can view screenshots of my work by clicking on the adjoining thumbnail images. Their websites are located at:
- Corporate Website: centerlinehomes.com
- Commercial Division Website: centerlinecommercial.com
- Financial Division Website: centerpointefinancial.com
Note: I am no longer responsible for the development of the Centerline Homes websites. As a result, their designs no longer reflect my work with the company.
