Case Study
The Beedie Group
About The Beedie Group:
A long term and full-scope industrial developer in Vancouver, The Beedie Group had been servicing its clients faithfully for many years through mostly word of mouth. For years they had been producing a full-color brochure that they handed out to prospective clients but due to increased international business and an influx of foreign money into the city, it was time to increase their online presence and reach the new customers who were taking advantage of its capabilities. They had identified that most of their potential clients were now searching for local properties and services via the internet so the marketing leads at The Beedie Group decided to take advantage of this fact by delivering the message that they were a complete development company and could be counted on for every aspect of the development process. One aspect of industrial development process that the Beedie Group had identified as important to their clients was “experience” and assuring them that they could hold their hand through the incredibly complicated processes involved if required. They also needed to give their clients confidence in their ability to deliver on time and on budget.
Requirements:
-deliver message that the Beedie Group is a full-service development company including financing assistance
-display currently available properties with out creating a complicated database
-show the process of development from ground-breaking to the finished facility
-provide contact information and some staff hierarchy
Facts about The Beedie Group:
-The Beedie Group develops and manages several large industrial parks and is Vancouver’s largest and oldest industrial developer
-Their have several hundred individual developments under management in several industrial parks
-Many of their clients are international and new to the country and require special attention through the development process
-The Beedie Group is a full-service industrial development company
Discussions:
A full featured database was discussed but consequently rejected due to an obvious waste of resources; unlike residential or even some industrial real estate, The Beedie Group properties are usually largely customized for a specific purpose upon initial design and especially so on re-lease or purchase and usually there is typically no one-fits-all solution to these customizations. Because there are limited clients and properties available, a data base would merely create more work rather than save time. It was decided that the easiest way to display the available properties was to utilize the print brochures that were already being developed and making them available via the web site. A map of the Lower Mainland was created with points identifying their entire portfolio of properties. Any properties that are available had a PDF available as well. An 8-step demonstration of the building process was created to demonstrate to potential clients that The Beedie Group has the experience and knowledge to carry out these monumental development projects. The Beedie Group was given the task of creating copy and collecting photographs for each step of the building process and our team then translated that process into the web site. The Beedie Group has a long history of successful business in Vancouver, so it was decided that the history of the company should also be included to help gain client trust saving hours of explanation and essential groundwork salesmen would have to engage in otherwise.
Outcomes and Conclusions:
Feedback from web site users would indicate that the building process is a very popular URL and is performing its function correctly by informing potential clients of The Beedie Groups abilities and experience. The property PDFs are accessed and printed with many of the leads now coming from the website and with many of those being international. The transition from a small web presence to a usable and informative site was quick and painless and ultimately effective.
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