Now in its fifth year, our digital partnership with MacTaggart and Mickel has allowed us to create an impactful transformation for their brand. Our targeted digital marking campaigns, including UK wide brand awareness and captive audience engagement, deliver month on month growth for new home enquiries and sales.
Previously, the Mactaggart & Mickel website housed all six company divisions in one place; Homes, Group, Commercial Property, Land and Contracts and Timber Systems. To provide more focussed user experience, this set up needed a rethink.
We decided that by giving the Homes division its own web presence, we would be able to refine the overall user experience for home buyers. Having this more focused approach would also mean that we could improve our digital marketing strategy, in turn allowing Mactaggart & Mickle to rank higher for popular search terms.
Comprehensive location-based homes search
To improve the user experience, we introduced a tailored home search to the website. Users can choose between a basic and advanced search including filters for homes with offers, showhomes, bedrooms, bathrooms and within a selected location radius. Users can also search intelligently using autocompleted place names or by postcode.
Streamlined single-page development overview
All the information on a development is now available on a single page, reducing the number of clicks and in turn improving user engagement. These new pages include interactive, mobile optimised plot maps that show key information at a glance. Powered by Google Maps technology, the plot maps can be easily updated as the development progresses, for example, revealing new access roads. Floating navigation elements keep key actions and conversion points accessible to the user at all times.
Fluid responsive tile-based layout
To make the best use of Mactaggart and Mickle's extensive image library, we implement a tile-based layout that is image driven. This allows greater layout flexibility for the client in-house.
A key area of development for Mactaggart & Mickle was facilitating video use throughout the new website. Through Youtube data API integration, we included consistent, device and context driven video implementations, including an interactive history timeline, an engaging way to bring old footage back to life.
Custom integration with internal ERP system: COINS
COINS automatically delivers a range of live, automated updates on plot availability, sales and reservations. The integration gives increased accuracy and convenience for home buyers as well as saving Mactaggart & Mickle time and potential data entry errors.
Mactaggart & Mickel have always been a people-focussed brand, nurturing an inclusive culture. A micro-site, https://careers.macmicgroup.co.uk/ was rolled out to clearly communicate the brand ethos and values and why MacTaggart & Mickel is a great place to enhance a career. As well as being a platform for real career stories, this site promotes all Group-wide vacancies with the job application process to centralise all interest.
Mactaggart & Mickel’s website sits at the heart of a UK-wide digital marketing strategy. The site is where the sales-focused conversions happen, but it’s the range of digital marketing tactics that builds awareness and drives targeted traffic to the new home Development pages month on month.
The concurrent deployment of multiple tactics has allowed the brand and messaging to be in the right place at the right time online, delivering sustained and quantifiable success.
For MacTaggart & Mickel, our activity raises brand awareness, website traffic and social engagement, leading to an increase in the number of new home sales. The main KPIs which support this goal are Development specific enquiries and brochure downloads, as well as increase traffic to key areas of the site.
These goals are achieved through a combination of the following tactics:
- Search Engine Optimisation to build MacTaggart & Mickel’s natural search presence through optimised content as well as the company’s authority voice in the home-buyer space online.
- Paid search campaigns through Google Ads across specific geographic locations - each split by demographic and home development specific ad-groups for maximum conversions.
- Google Ads Display to push high-quality, visual ads and remarketing to keep the Mactaggart & Mickle brand in front of prospects.
- Email campaigns, both generic and development-specific, to those who live in particular catchment areas.
- Social Media Campaigns, both seasonal and incentivised activity to build engagement, memorability and loyalty.