WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2018 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Nebo Agency

For: Beazer Homes Redesign

Award: Best Real Estate Mobile Website

Click here to see entry creative

About the Entry

Beazer Homes builds homes with personalization elements in its communities across the United States. Beazer’s brand messaging and differentiation revolves around three key pillars, which are choice plans, mortgage choices, and energy efficiency. Beazer needed a site with refreshed design and information architecture to improve user experience and better position their relatively new sub-brand, Gatherings, on the site. Gatherings was a new business addition, a sub-brand for Beazer’s age-restricted condo communities (55+). The goal was to refresh both the design of the pages and how they are navigated to improve overall user experience across all devices, reduce clicks to key content, and clarify brand positioning for both the Beazer and Gatherings brands. Beazer’s target audience consists primarily of first-time family buyers, upsizers, and empty nesters for the Gatherings communities. Millennials (30-40 year olds) and Baby Boomers are the two largest age demographics for housing. The 55+ segment represents 20% of Beazer buyers even without Gatherings. These buyers are segmented further by Beazer according to where they fall on the spectrums of life stage and consumption habits.