LiFE Residential specialise in new build, luxury developments and are one of the UK’s leading privately owned real estate agencies. With 13 offices across London and international offices in Hong Kong and Singapore, they are well positioned to provide lettings, sales and property management throughout London.
At the beginning of any new project, we have a discovery and consultancy process, which is vital for success. It allows us to dig deep into the business and understand the target audience before we can start designing and creating a vision for the project.
LiFE came to us with a brief for a new website. They wanted to display their property portfolio effectively, but in a more engaging way than a typical property website.
In the discovery meeting, we discussed all the features that LiFE wanted on the website, what their point of difference was and how we can articulate this via the website. We interrogated the brief and challenged the norms that had been created by other property firms, to create something bespoke to LiFE enabling them to stand out from the competition.
All the imagery and videos were produced exclusively for LiFE, by investing in their own photography and videography they can provide unique and real representations of the locations and properties.
We had to take into consideration that they are also a property management company, so we have multiple customer journeys to map. We needed to ensure a landlord and vendor presence was visible on the site so that LiFE’s services could be articulated clearly. In response, we created a dedicated section on the site with access to the landlord portal.
After evaluating the tenant audience personas, we discovered LiFE Residential had engaged with a younger audience and this was the market they wanted to continue targeting. During the discovery session, we decided that as a point of difference we should focus on the locations and lifestyles surrounding the properties, rather than the property features specifically. Reinforcing their mantra of ‘Live London Love LiFE’.
LiFE directed us to which areas they wanted to focus on, based on their core office locations around London. We wanted to provide users with an idea of what it would be like to live in a specific area, giving them the information they really cared about. For example, we included details of local restaurants, bars, parks & markets, rather than school catchment areas, offering a point of difference from LiFE’s competitors. All the imagery and videos were produced exclusively for LiFE, by investing in their own photography and videography they can provide unique and real representations of the locations and properties.
From a design perspective, in addition to promoting the location, there had to be a smooth and logical user journey when selecting a property. Each property needed clear content using a well-structured layout and a more purposely implemented traditional approach. Once a potential customer was interested in a property, there had to be a clear way in getting in touch with the relevant office. We built contact pages for each LiFE’s offices, they needed to show a human element so we included staff profiles.
LiFE is a great example of how all departments at Venn challenge industry norms to create something truly unique for each client. By being brave enough to say no the original brief, we were able to create a bespoke solution instead of a standard property website.
Since launching the new website, the location pages alone have received over 100,000 page views. Overall site traffic has seen a 41% year-on-year increase, with a 39.27% decrease in organic bounce rate. The engaging content has seen the average time on page increase by a massive 71.86%. See it for yourself here.
LiFE has a very strong internal marketing team and we provide a digital collaboration. Over the last two years, we have developed a high-trust relationship and become an integrated extension of their marketing team. You can read more about our fully integrated service strategy to incorporate SEO, Paid Media, PR & Content marketing for LiFE here.