Challenging convention for Avant Homes

 

Situation

Avant Homes is a top 20 UK housebuilder with a distinct position within the industry. Its properties are designed to be different and challenge convention, and this approach extends to the company’s website.

Brand8 PR was tasked with creating a new lifestyle content platform unlike anything else in the sector, to reinforce the perception of the company and challenge convention.

 

Response

Brand8 PR proposed and managed the creation of the Avant Life platform. It is a dedicated content hub which utilises in-house content, as well as contributions from suppliers, third parties and well-known lifestyle brands.

Contributors provide a collection of thought-provoking, helpful and engaging articles under the categories of Style, Home, Money and Life.

Brand8 PR has secured written, visual and video content contributions from a number of well-known lifestyle brands, including Men’s Health, Gardeners’ World, Good Housekeeping and Sainsbury’s Bank, to help build an archive of interesting and helpful content on Avant Life.

We also created an extensive network of bloggers across the world, from Denmark to Australia. All content supplied to Avant Life is amplified across social media for maximum awareness, bridging Avant Homes into new social networks and audiences.

 

Client results

Since the launch of Avant Life in December 2015, organic traffic to the Avant Homes website has become the main source of site visitors, with traffic to Avant Life more than doubling in the space of 12 months.

Social interactions and engagement have also improved due to the increased content offering and advocacy from third parties, helping to increase traffic by more than 100% and, ultimately, enquiries.

Brand8 PR’s regular analysis of website, PR, social and search performance continues to identify new opportunities for content and potential contributors.

In the six months to October 31 2016, Avant Homes witnessed a 43 per cent rise in revenues to £160m, with a focus on design-led, family homes seeing a 27 per cent increase in completions and 16 per cent rise in the average selling price to £246,000.

Avant Homes said:

“Avant Life is a first in the housebuilding industry and complements Avant Homes’ content-driven website. From the outset, Brand8 PR has ensured the success of Avant Life by creating and curating a rich collection of content that is consistent with our aims of challenging the status quo.

“Avant Life has driven new visitors to the Avant Homes website and increased enquiries, become a key source of information on a range of matters, and differentiates us from our competitors. It is also providing valuable backlinks that boost advocacy and further establish Avant Homes as a sector innovator, as well as underpinning our sales process.”

Client

Avant Homes
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