Mactaggart & Mickel Homes


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  • Completed

    January 2021

  • Deployment

    Umbraco CMS


  • Visit Site 

The Client

For more than 90 years, Mactaggart & Mickel have been a stand-out luxury home builder across central Scotland through its desirable locations, attention to detail and knowing its customer. Also comprising a Timber Systems division, MacMic (as it is more affectionally known), was recently acquired by Springfield Properties Plc and is a frequent recipient of top accolades and accreditations. Our digital partnership, now in its ninth year continues to focus on nurturing a successful online presence through growing brand awareness and sales enquiries whist offering genuine competition to the UK’s best-in-class home-search web offerings including Rightmove and Zoopla.

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Our Solution

We started by optimising the home-finding process by crafting a comprehensive location-based home-search tool, with intelligent filtering options and radius-based search to make it easier for customers to find their perfect new home.

Individual plots and homestyles can then be compared effortlessly through our intuitive, mobile-optimised Google Maps data layer; letting customers compare prices, features and up-to-the-minute availability with a focus on inspiration rather than frustration. 

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Having chosen their preferred site, our streamlined, single-page development overview lets users really explore their new neighbourhood; with detailed photography, key information such as nearby schools and amenities, immersive video and interactive walkthroughs - all enhancing the decision making process.

All such development hubs are fully SEO optimised to capitalise on local search interest, while inviting enquire and brochure download options are always available on-screen to quickly capture prospects' details and initiate introductions to MacMic's award-winning customer service team.

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The aim of MacMic’s after-sales micro-site, is to inform and engage current and prospective homeowners.

A visual and interactive warranty guide brings important but traditionally dry content to life and an updatable FAQ section instantly answers queries, while reducing the need for client intervention.

And a well maintained resources section offers users peace-of-mind through quick access to videos, downloads, and how-to guides.

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Our Digital Marketing experts oversee strategic, location-based targeting across a mix of tactics including SEO, Paid Search, Google Display, Email & Social. 

As well as building month-on-month awareness and traffic, these campaigns are pivoted to promote new developments as they near launch or to specific show-homes to drive footfall during the quieter months.

Results to date

YOY comparison Jan-May 22 vs Jan-May 23:

  • SEO traffic up 65%
  • Social engagement up 57%
  • Online development enquiries up 42%
  • Permission-based development brochure downloads up 238%

“Radiator is very much an extension of our team at MacMic; sharing the same core values and ‘getting’ our customers. Having the one Digital partner who can build our exposure via search and social, drive web-traffic and on-site optimisation allows the digital side of our business run efficiently and successfully.”

Joanne Casey, Director, Mactaggart & Mickel Homes


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