Dream House Group
A client from Ukraine in the niche of real estate construction and renovation. The main specialization is apartment renovation and turnkey construction of middle + level houses.
Problem
Having been in the market for over 10 years, the client faced a number of problems, which they addressed to us: low average check;
- the target audience (TA) the client is focusing on does not trust the website and does not convert;
- low average duration of projects;
- low profitability on small and inexpensive projects;
- high overhead costs for logistics expenses when transporting equipment and crews between short-term projects;
- the desire to develop in the TOP segment of renovations and house construction.
Task
Our task was to develop a new brand strategy and redefine the target audience based on market analysis.
Renovation is now a pleasure, not a torment
nerves, many questions, difficult choices, lots of contractors, mountains of garbage (or) calmness, transformation, renewal, the beginning of a new stage
Solutions
As a result of the analysis and preliminary work, we concluded that for a higher price segment, it is primarily necessary to develop appropriate packaging and visual components of the brand. The logo and brand were designed with the idea of creating a sense of Luxury level service and quality of work performed. The concept of the landing page carries the idea of “wide spaces” and the feeling of “affordable luxury”.
Logo
We went through several logo concepts, looking for an emotion of elegance and sublimity, while at the same time lightness and conciseness. We decided to choose a concept built on lines in a minimalist style. Lines are the foundation of creating anything, in construction and beyond. The first step to transfer our dream into reality is to outline it, and then fill it in.
Design concept
The design concept had to breathe luxury and expensiveness, so we used large high-quality full-screen photos, and thin lines and thoughtful animations emphasized the sophistication of the style. We paid special attention to animations. They don’t take up much attention, but rather like precious gems, they are meant to underline the already created image and add expensiveness to it.
Business strategy
We delved deeper into the essence of the project and realized that the needs of the new VIP/top-level target audience differ significantly from the needs of the middle-level target audience.Let’s imagine a person who wants to do a VIP renovation or build an expensive house.
For this person, the quality of work and materials, an individual approach, and absolute attention to all their needs are of primary importance, while the cost is secondary. This can be compared to selling a Volkswagen Passat and a Bentley. When you go to a Bentley showroom, you don’t haggle over the car’s price, trying to get discounts; you deal with other issues – you choose the shade of natural wood and how it will match the interior color while sipping free Dom Perignon champagne provided by the car dealership.
I
Online renovation broadcast
Most likely, the client does not want to spend their time visiting the construction site to check on the progress of the work. To ensure maximum comfort for the client, we proposed providing an online broadcast service for construction and attaching weekly photo and video reports.
II
Video Surveillance and Alarm Systems
A comprehensive solution that ensures the safety of the client’s home while providing a broader range of services from the vendor.
III
Furniture Selection
Most clients of luxury real estate want to move into a fully ready-to-live-in property. Thanks to this service package, the highest level of service is ensured.
IV
Home Appliances
Naturally, appliances affect living comfort, and selecting and installing them often takes weeks or even months. That’s why Dream House provides appliance selection and installation services as the “final touch” for the entire service package.
V
Ultra-Service
Considering the luxury focus of the brand, it was decided to implement the “ultra-service” feature, essentially a service that solves any (or almost any) client request. Have you always wanted a personal genie in a bottle? Here it is!
Gallery
The gallery section is divided into three service packages, with each block emphasizing the overall project style – lightness, space, and luxury. When hovering over each block, the selected block enlarges, displaying the background image in a larger size. This section perfectly highlights the prestige of each service package.
Counter
A standard section with standard values, but thanks to the overall site styling, it emphasizes the main characteristics of the project – experience, company size, and the number of completed projects – the most important parameters when choosing a service provider.
Responsiveness
Of course, nowadays, any project must be designed with mobile phones and responsiveness in mind. However, for this project, a separate design was developed to emphasize the luxury level even on portable devices, which turned out to be a non-trivial task.
Results
In our humble opinion, which was also confirmed by the client’s conversion statistics, the project’s design and the project as a whole achieved their main goal – filtering out part of the traffic. Users who were not ready to purchase luxury services did not submit requests on the site, while those looking for high-quality services left requests for extended service packages, thus increasing the average check for each order.
