Award-winning housing association, Peabody Group provide affordable housing and services to more than 133,000 residents and 18,000 care and support customers across the South East. Merge with Family Mosaic in 2018, the brand needed a compelling sales site to showcase their individually branded developments.

With ambitious land procurement targets in place to support their growth strategy, a new website was needed to reposition their business from the ‘go-to’ Shared Ownership provider to a mixed tenure developer offering Outright Sale. Add in the complication of dual-CRM integration, plus an extensive featured list of support services; we had quite the task on our hands!


The Project

Changes to government policy mean Peabody now have an increased reliance on outright sales. As a result, they needed to build an open-source CMS solution that would increase traffic from investors and those looking to buy homes for outright sale.

Peabody aspire to be placed among established competitors, positioning themselves as a mixed tenure and experienced property developer. However, extensive customer research highlighted issues around their existing buyer journey and general confusion over the Shared Ownership product. CRM integration rarely exists without complexity and in the case of Peabody, there were two to integrate with. A website was needed that would elevate Peabody’s brand identity and product offering, showcasing their distinct product subsections and developments.

The Solution

Flexibility, customisation and retaining the use of an open-source CMS were central to the build. By replatforming to Umbraco 7, content management was simplified with the drag and drop functionality allowing for adaptable layouts across multiple devices. To act on increased traffic, dual CRM integration was implemented improving data management and lead efficiency to fuel faster, well-informed follow-up alongside a streamlined user interface.

In-depth workshops explored branding, personas and detailed user journeys, resulting in an informed site design with significant consideration to UX. Writing back user data including registrations of interest, applications and user managed profile fields allows for efficient lead management and reduced admin.

An ingenious grid-based microsite builder seamlessly creates development sub-sites quickly for cross device display. Peabody no longer need to rely on third parties to build the simple sites, producing notable cost and time saving efficiencies. Showcasing gallery images, plot prices, locations, local points of interest and supporting downloads, all data is pulled direct from the CRM system for easy management.

Investigating property options and making the application process easier, the new site can better support the user experience. Eligibility and Mortgage calculators can be found in appropriate site locations. Built using complex decision trees, these tools not only assist users, they generate pre-qualified leads for conversion too.

“NetConstruct have been a pleasure to work with since instructing them to develop a new property sales website for Peabody. They conducted insightful and engaging user experience and brand workshops at the infancy of our web project that really helped to ensure we were progressing on the right path throughout our project. They have sound technical expertise in web development and have co-ordinated with third parties to ensure all integration points are operating as expected. NetConstruct have a great project management team that have helped keep us on track and have so far produced a site that not only works, but also looks great.”

─ David Slade, Sales and Marketing, Peabody

The Outcome

  • Better user experience
  • Better content manageability
  • Better customisation
  • Better lead management