, Marketing Manager, and Kerri Woodward
, Vice President of Operations, talked to us about what made the page so successful for the company. The community was built around creating a lifestyle for people looking to retire, often from the northeast or midwest. They wanted to portray the tropical vibe, coastal feel, and the number of fun things to do. It was important to them to design a website that could inspire homebuyers to pick up and move to a brand new place.
They decided to give the Bridgewater community
its own page because they wanted to be able to include as much lifestyle content as possible. They used targeted ads to help them drive traffic to the page where they aim to attract potential homebuyers first to the lifestyle and then to the builder.
Creating the website was a labor of love for the marketing team at Chesapeake. However, it turned out to be a complicated endeavor because of all the different product lines and different “villages” within the community. They needed to figure out how buyers could navigate and understand the different options. Chesapeake Homes solved the problem through filters and sorting. Whether a homebuyer wanted to search by location within the community, floor plan, price point, or plan amenities, they could find a home that fit their needs.
To keep the website updated, they automate product information from a feed from their main site. But they’ve also made it a priority to keep the photos, events, and other lifestyle content as up-to-date as possible. Nicole said it has been important to have boots on the ground in the area who can help. Plus, they’re constantly inspired by the vibrant group of current homeowners who get excited about the updates. The homeowners also love to share when Chesapeake Homes has new plans or offerings in the community.
In the end, it is all about the people who live in the community, and Chesapeake Homes has let their stories guide the process. Spending time in the community and with the people who live there helps the team better understand what their current and future homeowners care about most.