MUSE Silver

United States

2022

Lennar Website

Entrant Company

Work & Co

Category

Website

Client's Name

Lennar Corporation

Sub-Category

Property / Developer

As the COVID-19 pandemic fueled demand for housing, social distance guidelines dramatically impacted traditional experience of home shopping. In response, Lennar Corporation, one of the largest homebuilders in the US, partnered with Work & Co to transform their digital ecosystem, elevating their brand and modernizing the experience for their customers and consultants in the process. Together, we created a collection of tools that offered a new level of consistency, efficiency, and safety across the Lennar home-buying journey, beginning with a redesign of the company’s website. Our research found that while homebuilding organizations like Lennar operate around the idea of growing housing developments, buyers focus more specifically on individual homes. The new site design helps to ensure buyers can quickly and easily find the information they’re seeking—homes, communities, regions, and more. By providing a platform that’s delightful to navigate, the site provides content to help buyers imagine their life in a Lennar home, setting the foundations to fall in love with one. The new experience delivers a customer journey that caters to today’s shoppers. Features include: --Advanced contextualization & localization: The homepage elevates local content, while showing Lennar as a nationwide builder. --Sophisticated search features: Buyers can narrow criteria to match their specific needs and interests across current and upcoming availability --Realtime availability map: One of the most requested features, buyers can review neighborhoods and lots from a bird's eye view. --Product description pages: The “Plan” pages present every aspect of a home, dynamically prioritizing that which is most important to the buyer. --Virtual tours: The “Walkthrough” feature is designed to be experienced like a guided tour, reframing the traditional image gallery. Meanwhile, the updated typography, colors, and icons of the site were so impactful, they went on to serve as the backbone for an entire brand redesign spanning digital and physical marketing materials. Since launching the new ecosystem, Lennar’s conversion rates have doubled.

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