Better Homes and Gardens revamps site
Company: Too much branding left consumers confused
By Inman News, Wednesday, July 8, 2009.Better Homes and Gardens Real Estate LLC has relaunched its year-old consumer Web site, reducing the amount of space devoted to branding and raising the visibility of property search in order to drive more traffic to affiliates.
"Our old site used too much of the home page real estate for branding so consumers were very confused as to what they should do first on our site," Jason Steele, vice president of interactive marketing said in a blog post.
The relaunched site also highlights more than 40 videos, using a platform that affiliates can implement on their own sites "with two clicks," Steele said.
A more flexible content management system allows video and written content to be pulled from "Live" and "Learn" sections and highlighted on the home page.
Better Homes and Gardens Real Estate's "Premier Selection" program, targeted at luxury homes, gets its own landing page that's also built to be used by affiliates.
As part of the Web site relaunch, Better Homes and Gardens is providing support to affiliates, including a style guide, images, icons and Flash, allowing those who choose to replicate the new look, Steele said.
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Submitted by Ginny Cain McMurtrie on July 8, 2009 - 2:24pm.
Too much branding left consumers confused? So now the consumer can easily find what they're looking for, but to the detriment of a value proposition. Where is the brand promise? So many real estate web sites lack a brand promise or value proposition. If you don't tell the consumer what you stand for, then you fulfill the prophesy of becoming a personality-less property search commodity, undifferentiatable by anyone. Yes, you've got to allow the consumer to get to what they want quickly, but you can't sacrifice your brand promise.