A launch that sold phase one off the site
A residential launch with a brochure site and no way to tell a serious buyer from a browser. We rebuilt it around the walkthrough and the enquiry.
The brief
Terrafirma had a 180-unit development to launch and a site that was a PDF brochure in HTML. Enquiries arrived as a name and a phone number with no indication of budget, timeline or which configuration the person had actually been looking at.
What was actually wrong
The sales team was calling every lead with equal effort because nothing distinguished them, and the site gave a buyer no way to understand the difference between configurations without booking a visit. Launch weekend was fixed, which made the timeline the hardest constraint on the project.
How we worked
- 01
Led with the plan, not the render
Buyers wanted to compare layouts. We built the configuration browser first and let the photography support it, which is the opposite of how the category usually builds these sites.
- 02
Made the enquiry qualify itself
The form asks the three questions the sales team asked on every first call anyway, so a lead now arrives with a configuration, a budget band and a timeline attached.
- 03
Built for the site visit
Most traffic came from phones on the way to the sales gallery, so the whole thing was designed at that size first and the desktop layout followed.
- 04
Ran the launch weekend live
We sat with the sales team through launch, watching enquiries land, and shipped three changes to the form on the day itself.
What changed
Phase one closed ahead of the schedule the developer had planned for, and the sales team went into every first call already knowing what the buyer wanted.
“Our team stopped cold-calling browsers. By the time we picked up the phone we already knew which unit they wanted and what they could spend.”
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