Making Custom Home Building Easy and Accessible

The site had to speak to at least three distinct audiences: home buyers, architects and developers -- each with a specific value proposition.

The crux of the challenge was ensuring these audiences quickly understood the difference between Plant’s pre-designed models, custom design services and custom build services, while learning about the unique differentiators of Plant Prefab -- all while showing off the award-winning architecture of their homes.

The experience also had to introduce lead qualification into the lead-gen funnel to ensure the prospects who own land and are ready to spend get the most immediate sales attention, while other interested visitors funnel into a nurture campaign meant to deepen their relationship with Plant Prefab over time.