Within real estate, there's a misconception of what luxury means. Some see it as synonymous with stuffy or unapproachable. But the truth is, for modern audiences, luxury goes beyond the traditional. It's a lifestyle of ease and elegance, convenience, and entertainment. So, when The Allen, an upscale Houston mixed-use development, approached us to collaborate on their website, we saw an opportunity. And we set out to position this newcomer to Houston's luxury real estate scene as something entirely fresh in the category - and readily remarkable in every way.
Of course, telling a development’s story starts from the moment you land on the homepage. That’s why we ensured The Allen’s website was immediately impressive, starting with a visually captivating image of Houston that showed the development’s immersion within the city. Followed by information parsed out in easy-to-absorb sections, scrolling down the homepage provides a continuous, cohesive journey that takes the user through three primary focuses: ways to Live, Stay, and Experience The Allen.
It's not only how you say it, it's how you present it. And we had that in mind as we maintained a clean, crisp layout throughout the entirety of The Allen's Website. Echoing design principles and standards upheld among other luxury categories, we evoked a balance of novelty and familiarity to best appeal to our audience. Sprinkled with interactive features and engaging elements along the way, visitors were able to get a feel for the development's personality from each page.
One of our goals in building out The Allen’s site was to prioritize easily accessible information – and our Experience Map delivered a comprehensive look at the development in just a few taps. From hospitality to food and beverage to fitness, users could smoothly navigate The Allen’s major highlights in no time at all.
These days, we tend to be on the go. Because of that insight, our digital team knew that offering an incredible mobile experience would be crucial for the website. As property buyers and passersby saw the project in progress, we were able to extend that first impression, giving them a snapshot of what they could expect from The Allen through responsive design.
Within a competitive Houston market, we knew that our SEO needed to work hard to establish a strong online presence. Targeting specific location-based keywords, our team significantly grew The Allen’s reach, all while promoting its luxury lifestyle and options available. Our intentionally curated SEO keywords were seamlessly woven throughout website copy to climb search rankings, drive organic traffic, and build an immediate digital footprint for the development. In doing so, we appealed to all kinds of prospects, from potential residents to luxury realtors, commercial partners, and everyone in between.
Working together, we’ve helped to make Santa Rita Ranch one of the most successful master-planned communities in the country. The Home Builders Association has already honored Santa Rita Ranch as a three-time Developer of the Year, three-time Community of the Year, and the Best-Selling Master-Planned Community in the Austin-Round Rock area. Santa Rita Ranch has also been named the “Most Active Community in Austin” by a Zonda survey.
| Total $ directly tied to marketing efforts | $173,169,492 |
| Total Customers | 390 |
| Customer Conversion Rate | 1.8% |
| Leads | 21,426 |
| Website Conversion Rate | 8% |
| Website Sessions | 267,552 |
| Organic Search | $66,160,336.00 |
| Direct Traffic | $43,789,633.00 |
| Paid Search | $40,148,851.00 |
| Paid Social | $17,111,126.00 |
| Organic Social | $3,493,955.00 |
| Referral Traffic | $1,584,830.00 |
| Email Marketing | $487,321.00 |
| Other campaigns | $393,440.00 |
| Organic Search | 149 |
| Direct Traffic | 100 |
| Paid Search | 88 |
| Paid Social | 40 |
| Organic Social | 7 |
| Referral Traffic | 4 |
| Email Marketing | 1 |
| Other campaigns | 1 |
| Organic Search | 2,813 |
| Paid Search | 3,038 |
| Paid Social | 13,222 |
| Direct Traffic | 1,750 |
| Organic Social | 252 |
| Referral Traffic | 101 |
| Email Marketing | 57 |
| Other campaigns | 124 |
| Offline sources | 69 |
