To celebrate The Bozzuto Group’s 30th year in business, the Maryland-based developer wanted to redesign its website to reflect two main goals: create an extraordinary experience representative of the company’s values and provide transparency around the leasing process as a whole.
Overall, the company found most apartment or house hunting journeys begin with a generally frustrating online search, with prospects jumping between multiple browser windows. In order to resolve this issue, the Bozzuto marketing team partnered with BEAM, an experienced design and digital marketing agency, to help bring clarity to the online apartment hunt both on desktop and mobile devices.
The campaign began in August 2017 and targeted prospective and current residents at Bozzuto properties across the country. Clients, partners, employees, and the general public were secondary target audiences.
Drawing on inspiration from other industries, such as e-commerce and travel, the team decided to add a log-in stage. With the ability to create a personal account, users can save selected communities and schedule tours in one centralized location. Plus, over time the account will follow residents through their lifetime with Bozzuto.
Other major additions aren’t necessarily items visitors can see. Pricing, availability, descriptions, hours, and photos on Bozzuto.com, Apartments.com, and Zillow will be more consistent moving forward thanks to data on the back end. When it all pulls from the same feed, it helps ensure everything is accurate and up-to-date.
The new Bozzuto.com also values transparency. Instead of prospective residents checking out reviews on other sites, the new website includes them on each of the community pages. The team also incorporated prompts that will let prospects know the number of floor plans left based on real-time data. In addition, the design provides traditional maps, community attributes, and a slew of location details including walk scores, local transit stops, closest airports, colleges, and hospitals.
“This is just the beginning,” says an excerpt from the July 2018 Bozzuto Buzz Newsletter. “The launch is a good foundation, but the website was built to be evergreen and ever evolving.”
