Technology Introduced For House-Hunters On Housebuilder’s Website

Newland Homes has become the first housebuilder to utilise the power of ASMR on its new website.

ASMR stands for autonomous sensory meridian response; the sensation people get when they hear specific sounds or watch certain videos. The new website, which was created by Newland’s incumbent marketing agency, Unsworth Sugden, opens with an ASMR version of life in a Newland home, complete with the whooshing sound of a running bath, white noise of a vacuum cleaner and food sizzling in the oven.

With upwards of 75% of website visitors viewing the information on a tablet or mobile device, mobile optimisation was key. The new website is more user-friendly and showcases each individual home on its own merit. As Newland Homes prides itself on each home and each development being unique, it was a prerequisite of the website design that this individuality could be achieved.

Newland Homes’ head of marketing, Chris Parker, was instrumental in the creation of the new website: “This is a transformative milestone for us at Newland Homes. Our business is built on strong values, and we wanted our website to reflect the credibility and quality of the homes we build. It’s our main shop window and when our customers’ expectations have changed with the growth of digital media, we have to keep pace with this by providing the information people need at their fingertips.”

The website’s CMS was made to be as smart as possible and integrates with Newland Homes’ internal systems, such as COINS, ensuring user-facing information is real time. The data held within the website itself is also multipurposed in how it’s served and helps demonstrate each individual home with its specific benefits. This could be about specification, individual offers, or something as important as orientation or extra window positions, rather than a one-size-fits-all approach to house types. Newland Homes’ research showed that customers appreciate all this information.

Newland Homes is a climate considerate housebuilder, established in 1991. The company has five developments underway across North Somerset, Wiltshire and Gloucestershire, with two further developments in the pipeline.

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