Fairfield, an established leader in high-end apartment communities for renters, is among the most experienced, multifamily real estate operating companies in the US. For 30 years, they’ve built an award-winning model that spans 65,000 units in 45 diverse geographic markets, employs approximately 1,700 people and is well regarded for contributions to their communities and environmental leadership through LEED certified communities and innovative in-house programs.
The team at Fairfield wanted to do a better job telling their story to residents and potential residents, employees and investors than their previous website, which felt static and outdated, and get site visitors where they needed to go. Our Essence Guide process derived messages and meaning to produce a rebrand ideal for both company and user experience needs, through all digital touchpoints.
- 47% increase in average page views
- 50% increase in time spent on website
- 34% decrease in website bounce rate
A digital experience to match a high-end living experience.
We focused on a modern design featuring compelling video and imagery, mirroring the digital experience to the living experiences. A website better embodying what it means to live well with Fairfield includes content parallax with a smooth feel that opens up as visitors go through and explore deeper in the website to get more key information.
Always focused on exceptional service, Fairfield listed ease of use for visitors as the number one priority on their new site. We leveraged usability testing with targeted candidates so we could garner reactions to the new design and see how they utilized the website in general and to go through the search process to find properties. What we found was an overwhelmingly positive response to the new site. And, in comparative testing with competitors’ sites, users greatly preferred the Fairfield website.
- Creative Direction
- Information Architecture
- Mobile Responsive Design
- Search Engine Optimization
- User Experience Design
- User Interface Design
Addressing everyone’s needs, just like Fairfield.
We were able to address three very distinct visitor groups, each essential to Fairfield’s success
For Current & Future Residents
Residents and future residents want detailed search options like price range, apartment size, location and amenities to better help them find their next home. To seal the deal, moving through the site reveals the live and streaming video and engaging blog offers a glimpse at Life at Fairfield with world-class amenities, the absolute best services, and distinctive options simply not found at other multi-family properties.
For Future Associates
With so many apartment units and complexes, Fairfield wants to attract incredible future staff at both the corporate level and on the ground in communities. Focusing on the culture, opportunities for growth, benefits and leveraging testimonials from current associates help showcase how the business of creating homes is work made more meaningful at Fairfield.
For Potential Investors
As industry leaders and award winners, Fairfield attracts its fair share of potential investors. As visitors to the site, they want to a sense of the accomplished leadership and deep dives into the culture and amenities. Locally driven growth, sustainability, and a proven track record with a series of featured properties highlight what Fairfield does best and invites further conversation.