Mactaggart & Mickel

Over 90 Years of Home Building

The Client

For more than 90 years, Mactaggart & Mickel have been a stand-out new home builder across central Scotland through desirable locations, attention to detail and knowing its customer. Part of a wider, family-owned group of companies, including an Investment Fund, Timber Systems and Strategic Land, Mactaggart & Mickel is now in its fourth generation of ownership.

Mactaggart & Mickel is a regular recipient of industry awards and satisfied customer accolades for its homes, people and culture. it is a brand people trust and it is this people-focused ethos which drives Mactaggart & Mickel’s digital presence, ensuring its culture is accurately reflected and its visitors are inspired.

Now in its fifth year, our digital partnership with Mactaggart & 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.

Mactaggart & Mickel Homes Updated Homepage

Online Objectives

  • Consolidate all Group divisions under a new all-encompassing brand.
  • Boost online brand awareness and sales enquiries via both its Homes and Group websites.
  • Improve the overall user experience with greater levels of targeting, resonance and user-satisfaction, competing with the UK’s best-in-class home-search web offerings including Rightmove and Zoopla.
  • Reduction of admin overheads with process automation through COINS ERP integration.
  • Refine an extensive content resource for positive search ranking.

Radiator were front runners from the very start of the process and they have not failed to impress us. The Team is the right fit for our business and share the same core values. We are delighted with the progress so far and are excited about future online gains.

Jenny Harvie Miller , Homes Marketing Manager at Mactaggart and Mickel

Our Solution

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 & Mickel 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.

Comprehensive Home Search Options

Home search results are shown intuitively as a list, or in a search area map

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 & Mickel's extensive image library, we implement a tile-based layout that is image driven. This allows greater layout flexibility for the client in-house.

Video Integration

A key area of development forMactaggart & Mickel 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 & Mickel time and potential data entry errors.

Comprehensive self-contained development overview

Careers Site

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 & Mickel 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. 

Key Skills

  • Digital marketing strategy
  • 3rd party software integration
  • Conversion optimisation
  • Demographic profiling
  • External user-group testing
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