For everyone, lockdown has meant adapting quickly to changes in all aspects of work and life. For us, this proposed a business challenge: How do we continue to showcase our offering to prospective tenants?
The brand experience and neighbourhood teams joined forces to figure out how best to tailor the customer journey, experience, and service to ensure no leads were lost. This brought to light a clear opportunity for us to launch virtual viewings.
Quick Win
Once the digital team and Moku (our web agency) outlined achievable possibilities we were able to build and launch a new page template for each neighbourhood, highlighting their unique selling points and allowing customers to watch walk through videos representative of available homes to rent.
To keep the user experience online uniform, we presented the virtual tour pages through paid social and paid search to customers with higher intent to convert i.e. currently in-market and looking to rent a home or who have recently visited our website.
Long Term
We acknowledge that this is something we need to enhance in future as our neighbourhood personas research shows that most of our prospective customers are digital natives driven by convenience and streamlining.
Once the website re-design is complete (more on this in summer), we aim to bring in professional virtual tour videos, providing a 360-degree walkthrough experience to customers, which they can then explore at their own pace. This service can also be used by the Lettings Team for walk-ins if homes are not available when requested. In doing so, we are making sure we continue to lead the charge for a better way to rent.
Feel free to check out the walkthrough pages built to help maintain our customer experience through lockdown.
We would like to give a special thanks to the New Maker Yards team for the additional neighbourhood videos captured!
