An estate agent website designed for a global audience
Starberry has developed a digital strategy for estate agent Fraser & Co that’s left the competition playing catch-up. The emphasis was on engaging an international audience of property buyers.
The web design brief: Improve the user experience for UK & international audiences
Fraser & Co was started over 20 years ago by Robert Fraser, initially working from home in NW London. More than two decades later, Fraser & Co specialises in land, investment and development opportunities for residential schemes. Their audience includes global property investors looking to make real estate acquisitions in London and the wider UK. Unlike most other estate agents in London, Fraser & Co is in a unique position to market UK properties overseas through its international offices in Hong Kong and Dubai.
“The need for a website that appealed to a global audience was the overriding request,” comments Ben at Starberry. “The Fraser & Co approach is very clever and pertinent in a time of global change. The estate agent website design needed to sell the UK – especially London – as a destination and speak to property investors operating across the world.”
The initial brief was to transform the Fraser & Co web presence with a core focus on improving the user experience, whilst identifying and implementing captivating user journeys to suit a variety of audiences in the UK and abroad.
How did we create a UK business website that spoke to people on a global scale?
The strapline ‘Local Presence, Global Reputation’ set the scene. Fraser & Co is an estate agency whose reputation goes before them – not just in the UK but in the Middle East and across Asia. Our business website design took a feature-rich approach, with a responsive framework that guarantees a crisp, fully functional display on any device anywhere in the world.
As part of Fraser & Co’s remit was to sell London as an investment destination, we decided to give the home page a distinctive trademark in the shape of a time lapse video, showing some of London’s best loved areas. “It gives the introduction to Fraser & Co’s business an air of dynamism and marks them out as an innovative estate agent,” says Ben.
Dovetailing with the new estate agent website design for Fraser & Co is an end-to-end content marketing strategy devised by Starberry, incorporating a full stack of digital services. This includes rich online content packed with actions, awesome photography, videos, infographics and more. The digital strategy encompasses everything from on and off page SEO, social media and paid and local search, with distribution and syndication across a multitude of digital channels.
“Fraser & Co were quick to embrace Starberry’s fresh digital marketing strategy and have begun to see growth driven by a measured, creative approach to online marketing that not only exceeds expectations but delivers a serious return on investment for both Fraser’s and its clients” concludes Ben.
Key web design features and functionality built into the Fraser & Co estate agent website
- Dedicated new homes and developments area
- My Account / secure sign in facility
- Automatic ‘Similar properties’ selection
- Rental yield calculator
- ‘Get directions’ function
- Dynamic SEO
- Social wall
- Points of interest map pins, including transport and education
- Valuation button on every web page
Take a look at the Fraser & Co estate agent website in action. We’re happy to explain how we can apply this creative way of thinking to your own website. Contact us today to get started and don’t forget to explore our range of services including Digital Marketing and Email Marketing and Content Automation.