FI Real Estate

PROJECT FOCUS STRATEGIC DIRECTION SEAMLESS TECHNOLOGY JOINED UP CUSTOMER JOURNEY

FI Real Estate

Finding the perfect space for your business.

AUDIENCE MAPPING
DIGITAL STRATEGY
WEBSITE DESIGN
UI/UX STRATEGY
BESPOKE DEVELOPMENT
MARKETING ASSETS
HUBSPOT INTEGRATIONS
TECHNOLOGY PARTNERSHIP

Overview

Challenge

FI Real Estate have over four decades of experience and are one of the UK’s most established names in commercial property and asset management.

As part of our continued partnership Red-Fern were tasked with designing and developing the flagship company website, elevating their existing technology stack and delivering a digital asset that would allow their internal marketing and technology teams to achieve the companies long-term vision.

Approach

With such a strong position in their industry, it was crucial the project started with a detailed strategic plan, which always begins with our in-depth discovery phase.

Working with all the project stakeholders, the Red-Fern team chaired several discovery sessions, allowing us to audit, understand and agree the target audience that would be engaging with the website. The discovery phase gave us all the information required to agree the desired outcomes, allowing Red-Fern to present the project phases and outputs required.

Defining the user journey and navigation.

After researching, detailing and discussing the existing website data and target audience, the Red-Fern team developed an in-depth navigation, page layout and user journey schema. This navigation structure allowed all the project stakeholders to understand and discuss the proposed site structure. This process allows the website to have a clear design and development strategy.

One of the key strategies identified in this phase was to make sure that no pages or property searches left the user on a blank page or with no results. The website HAD TO always give the user an option to continue their journey or make contact with one of the sales agents.

Detailed prototype with an intuitive property search.

Page structures, content, call-to-actions and how the website aligns with the brand are key drivers in understanding how users will interact with the website. By creating detailed and clickable prototypes for desktop and mobile devices the project teams are able to truly visualise and understand how the website will engage users, ultimately create marketing leads and meaningful sales conversations.

A key outcome from this phase highlighted the need for a fast and intuitive property search which leveraged an interactive map feature.

Over 76% of research is actioned on mobile devices.

Through the discovery phase we identified the highest number of first touches with the FI Real Estate digital assets is done on mobile devices.

This illustrated the mobile experience had to be focused on delivering the perfect user experience whilst trying to convert this initial touch point into a lead. On a mobile device the website focuses on information and conversion points.

The second touch point was always on a desktop device after the user had conducted their research.

Content, resources, lead generation and conversion.

Any investment into a new website and marketing plan is all about conversion.

The website and wider marketing strategy is supported by specific calls-to-action, content and resource area, allowing users to engage with thought leadership.

The tactics, align with the HubSpot integrations, generating leads and pushing them down the lead and sales funnels for the asset and site managers to action.

Integrations and reporting.

The website is fully integrated with HubSpot, allowing leads from specific properties to be sent to the correct sales agent, whilst at the same time all marketing data and automation is collected in HubSpot.

All this data is tracked in a full Google Data Studio report, creating a single point of truth for all the FI Real Estate marketing channels into one easy to use report.

Since creating this report the marketing team use this for their monthly meetings to report on all paid, organic social activity.

Relationship.

The teams at Red-Fern and FI Real Estate have been working together for over five years and continue to grow the partnership with a deeply collaborative process. Developing multiple websites and project plans we continue to support and grow their business.

RED-FERN

TESTIMONIAL

“We’ve worked with Red-Fern on multiple projects over the years. Investing in our flagship website with their team has allowed us to achieve the type of outcome we’ve been looking to achieve for many years.” Carla Hickman Head of Marketing

RESOURCE

WEBSITE REDESIGN GUIDE

Learn the essential elements of a successful website redesign.

Red-Fern Media help businesses like yours redesign and develop their websites when designs become tired, your tech is failing or your site is failing to generate leads.

We like to share our expertise, so we created this FREE guide to give your project direction. It’ll give you an insight into some of the key metrics to you must consider when conducting a redesign.

This guide is for you if:

You’re planning a website redesign
You want to understand the key metrics for success
How to benchmark your existing data to set goals for the future
You want to measure your data to grow the company

DOWNLOAD NOW

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PROJECT FOCUS STRATEGIC DIRECTION SEAMLESS TECHNOLOGY JOINED UP CUSTOMER JOURNEY