Being a leading New Zealand residential home builder, Fletcher Living’s website plays a vital role in their consumer’s home buying journey. Since 2019 Plato have had the privilege of being Fletcher Living’s digital partner, providing technical support, usage insights and UX improvements year on year.
How is being a web supplier anything to do with ‘growth’? We think our approach has a lot to do with it. From the initial request to today we ask the right questions and put forward solutions that are best fit. ‘Best fit’ is a constant balance between ideal state and pragmatism. We collaborate with the Fletcher Living marketing team weekly, prioritising improvements that will help them in their broader online marketing activities.
Most importantly a long term view enables us to make UX improvements that have a compounded impact on consumer experience. Whilst never the sole driver in a complex home buying journey, their website remains an important touchpoint along the way.
Proactivity breeds performance
We are big believers that true partnership shows itself between briefs. By staying 'always on' in our relationship we place a strong emphasis on proactivity. The Fletcher Living marketing team are incredibly switched on, so the bar of staying ahead is set high.
Here is where we place an emphasis on any client that we partner with around their web asset:
Technology health
With the advancement of the web over the last eight years, having a point of view on the lifespan of the current technology that drives the website is important. We advocate for regular technology reviews so we can extend the lifespan of the website without hitting a wall.
Customer experience
A website of this size requires iterative improvements over time to unlock greater performance. We conduct regular reviews of website performance, drilling into specific areas so we can identify end-user friction points and put forward our ideas on how to remove them.
Location developments
Fletcher Living's development locations across Auckland and Canterbury are at varying stages of development. This is an ever evolving part of the website that requires improvements. The UX framework we have in place allows for the variations between developments, with a setup that allows each development to maintain their own part of the website.
Campaign support
Fletcher Living run a number of seasonal and always on paid campaigns. We have built a framework for landing page roll-out that allows for effective deployment of campaign pages, in a way that gives full control to the Fletcher Living marketing team.
Spotlight on ‘Pick a Patch’
As a key asset for Fletcher Living’s digital strategy, ‘Pick a Patch’ is an online experience for consumers early in the home buying journey. The tool matches individuals to their dream Fletcher Living development through a series of crafted questions presented in an ‘8-bit’ gamified experience.
What truly unlocked ‘Pick a Patch’ was our rich understanding of their ambitions, their brand and their consumers. Being able to ask the right questions, unlock insights and craft a compelling creative and digital solution all drove tangible outcomes that out performed even Fletcher Living’s expectations.
Pick a Patch launch outcomes
Following the launch of Pick a Patch, Fletcher Living saw measurable results that directly impacted their bottom line. These outcomes highlight how a well-crafted digital experience can meaningfully influence customer behaviour and support the wider marketing strategy.
Homes Purchased
12
The Pick a Patch experience directly contributed to 12 settlement home purchases. This demonstrates that engaging users early in their decision-making process can translate to significant downstream conversions. The tool built confidence and excitement, helping potential buyers find developments that truly fit their needs and lifestyle.
Enquiries increased
25%
Year-on-year enquiries grew by 25%, showing the impact of a seamless, guided journey. By simplifying the discovery process and matching users to developments faster, we removed barriers that might have otherwise prevented them from reaching out. This led to higher-quality leads for Fletcher Living’s sales team.
Showhome Visits
27%
The gamified nature of Pick a Patch encouraged customers to take the next step, resulting in a 27% lift in showhome visits. By creating a playful but informative experience, we nurtured curiosity and inspired buyers to see potential homes in person—an essential moment in the home buying journey.
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