Challenge
Research shows that upwards of 80% of real estate community prospects begin their search online. In 2003, realizing that a well-designed website presents a unique opportunity to begin to build a relationship with prospective buyers, LHWH proposed a major redesign of the Barefoot Resort website. The challenge was twofold: to enhance the user’s online experience and to improve the website’s efficacy in collecting data from prospects.

Goals

• To design an appealing, user-friendly website that would encourage both repeat visits and voluntary submission of personal data.
• To increase the ratio of total number of visits to unique visits (a metric quantifying repeat visits).
• To build a database of interested prospects.
• To deliver a strong brand experience that would reinforce traditional marketing programs.

Results
After the launch of the new website in October 2003, the ratio of total visits to unique visits skyrocketed, reflecting an enormous increase in repeat visitors. Programs aimed to drive traffic to the website have generated impressive results. In 2005, there were 61,933 unique visitors who made 283,480 total visits to the site; in 2006, 54,270 unique visitors made 226,417 total visits.