Archive for Highland Homes
mRELEVANCE, LLC is pleased to announce the launch of the new, improved Locate It page on the Highland Homes website, www.highlandhomes.org/locateit.php. The new page features an interactive map of Central Florida with increased functionality allowing buyers to search for homes by city or area.
“We are so excited about the launch of the new Locate It page on the Highland Homes website,” said Kathie McDaniel, vice president of sales and marketing for Highland Homes. “This new search option makes it simple for new home shoppers to find where our communities are located. They simply click on the area where they want to live, and gain easy access to all the information they need.”
The new Highland Homes Locate It page is organized into five general areas where the builder constructs new homes including Orlando, Tampa, North Lakeland, South Lakeland and East Polk. Read More→
Highland Homes, a Tampa home builder, has been Central Florida’s value leader for more than a decade. Its team delivers the best in new home choice, quality, value and satisfaction. However, Highland Homes has a challenge that many other private builders face: name recognition or, more precisely, name competition.
Highland Homes is a popular company name. In fact, a different Highland Homes in Texas owns the domain HighlandHomes.com. The Florida builder owns the domain of HighlandHomes.org. Therefore, the domains are very similar.
Though Highland Homes was selling approximately 35 homes per month, Google was not returning many links to the company’s site. The only returned link within the first three pages on Google was the company’s name.
mRELEVANCE took over management of the website in late 2007. The site was not search friendly, scalable or even stable so that it would always be available. We moved it to a more stable hosting environment and began modifying it to improve performance. The site was attracting 4,000 to 5,000 visits when Highland Homes was forced to halve its marketing budget due to the weak housing market.
With the Highland team, mRELEVANCE recommended cutting advertising that was not earning ROI in website or sales center traffic, rebuilding the website in PHP, building a blog and starting a social media program. From 2009 to 2010, website traffic grew to 6,500 to 7,200 visits. More importantly, monthly home sales increased from 35 to 60 in less than 18 months in a down market.
In late 2010, the marketing budget took another 50 percent cut. Even so, Highland Homes still maintains an average of 50 sales per month. The traffic to its website has been as high as 9,300 visitors per month and averages almost 8,000 visits per month. Moreover, Highland Homes attributes 22 percent of its sales solely to their Internet marketing and social media program.
New search option for Central Florida homebuyers
mRELEVANCE, LLC is pleased to announce the launch of the new Highland Homes mobile site, www.HighlandHomes.org. Created to accommodate an increasing number of users who access the website from mobile devices, the new site allows homebuyers and real estate agents to access information on the builder’s product on the go from smartphones and tablets.
“More and more, our buyers and agents are using their mobile devices to view Highland Homes’ information, and we are excited to be able to meet their needs by offering a user-friendly, mobile alternative to our main website,” said Kathie McDaniel, vice president of sales and marketing for Highland Homes. “Whether searching for Highland Homes’ information from home or onsite at one of our communities, smartphone and tablet users can find what they need quickly.”
The Highland Homes mobile site is a compact and comprehensive version of the Lakeland-based builder’s main website. It provides general information about Highland Homes’ communities, floor plan descriptions, pricing, contact information and virtual tours when available, and is integrated with the builder’s social media sites including Twitter, YouTube and Facebook.
There are several benefits to the mobile site including:
- Fast load time on mobile devices
- Easy to view and read due to large fonts and graphics built for mobile
- Finger-friendly – meaning information can be obtained with minimal clicks.
“With 10 to 15-percent of monthly site visitors on the Highland Homes website coming from mobile devices, it is the perfect time to create a site to accommodate those consumers,” said mRELEVANCE managing partner, Mitch Levinson. “In just a couple short months, the new Highland Homes mobile site has already shown an increase in total website traffic to the builder’s website by almost 15-percent. Based on the time viewing pages on the mobile site, these are new high quality buyers.”
Highland Homes has been Central Florida’s value leader for more than a decade. For a complete list of new home communities and more information, visit the Highland Homes website at www.HighlandHomes.org or call 863-619-7103.