Project Stats

Developer: Simpson Property Group
Upsides of system: Efficiency in users getting information, flexibility in updating information and technology, and increases in traffic and leases
Launch: October 2014
Cost: $200,000

Simpson Property Group, a wholly owned subsidiary of Simpson Housing, based in Denver, is an integrated real estate firm that provides services to multifamily and commercial property management, development, and construction.

The property group’s new website, was built using a variety of technology components that allow for custom development of Web pages tailored to Simpson’s needs so it can quickly access and edit content on the site, page by page, which ensures multiple results:

  • Timely and relevant content;
  • Real-time pricing;
  • Online leasing and resident portal capabilities;
  • Geo-targeted functions for a user’s physical location;
  • Interface for third parties to provide updated content to the website, such as WalkScore and Google Maps data; and
  • Responsive design, to optimize views in a variety of monitor resolutions and on various mobile devices.

 The new website, launched in 2014, came about after the company underwent an extensive rebranding effort dating back to 2010, which included refreshing its mission, vision, values, logo, and brand identity, and, afterward, its website. In the rebranding process, the technology used to build the company’s former website proved outdated and inflexible. As Simpson and its subsidiary worked to increase its portfolio through new developments and acquisitions,  it recognized the importance of creating a better website to showcase the expanded portfolio and maximize marketing.

 “It took time, however, to find the right designer to meet [our] needs,” says Adrienne Hill, vice president, marketing and planning, in the company’s Atlanta office. It went with StreetSense, a marketing and branding firm in Washington, D.C.

 The platform supports each of the company’s communities for promotional and informational purposes within the corporate umbrella’s website. The website also offers flexibility through options like accurate floor plans, pricing, interior finishes, amenity lists, photographs, blogs, videos, and links to social media outlets.

 A Google Analytics report comparing website metrics from Jan. 1, 2014 through June 1, 2014 relayed that website visits increased 950%, from 83,556 to 877,520. The redesign and features also allowed SPG to eliminate the expense of a third-party vendor updating information.

 “Now, we activate changes on our own. It’s probably saved about $20,000 per property,” Hill says.