The Client
Castle Green is a well-established property developer in the North West and North Wales.
The team was delivering high-quality homes but facing growing challenges in keeping pace with the evolving expectations of modern homebuyers. Fragmented customer data and manual processes slowed down operations.
They didn’t set out to lead the digital home-buying revolution—but they knew they needed a change to stay competitive.
Challenges
The Castle Green team was spending too much time manually managing customer interactions, and their fragmented systems made it difficult to effectively target and engage potential buyers.
🧭 Making Home Buying Simple
Buyers wanted an easy way to explore homes, book viewings, and track their purchases. Castle Green needed one platform for a seamless experience.
💸 Boosting Revenue from Add-Ons
Home extras were a valuable revenue stream, but buyers found it hard to browse and buy these options.
📈 Streamlining Team Operations
Sales, marketing, and customer service teams were overwhelmed by manual tasks and needed a central platform to manage communications and data.
⏳ Saving Time for Busy Buyers
Scheduling and attending showrooms was too time-consuming. Castle Green needed a solution to let buyers explore homes and make decisions without in-person visits.
Working with Reckless, Castle Green realised they needed a comprehensive solution - a digital assistant that could revolutionise both the buyer experience and their internal processes.
The Solution
Castle Green’s journey began with the development of Willow, a state-of-the-art digital assistant designed to eliminate the complexities of the home-buying process. More than just a tool for sales, Willow became the backbone of Castle Green’s entire customer engagement strategy.
Building Willow
From the outset, Willow was built to provide a seamless, digital-first experience for buyers. It combined CGI, e-commerce, and CRM capabilities into one integrated platform, allowing buyers to take virtual home tours, track their purchase progress, and customise their homes—without ever stepping into a showroom.
Meeting the Needs of Homebuyers
CGI technology provided an immersive experience, allowing buyers to explore properties from every angle and visualise their home extras. Integrated live chat and CRM tools ensured real-time answers to their questions, making the process more personal and engaging while building buyer confidence.
Boosting Home Extras Sales
By improving how buyers could explore and purchase home extras, Castle Green saw a significant rise in sales of these add-ons. The enhanced personalisation and ease of use made all the difference.
Simplifying Post-Completion Support
After moving in, customers could easily raise snags regarding any fittings or fixtures via the portal. By uploading photos or videos and pinpointing issues on a digital floor plan, they enabled Castle Green to efficiently coordinate repairs. Customer service agents could chat in real time and schedule appointments to ensure issues were resolved swiftly and effectively.
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The Results
Willow wasn’t just a solution, it was a transformation. Castle Green quickly saw the results of their new digital assistant in both customer satisfaction and revenue growth.
7% increase in home extras sales
Exceeding their original target of 5%, this increase generated an additional £1 million in revenue.
Improved internal efficiency
The platform’s centralised CRM capabilities allowed Castle Green’s team to manage customer data more efficiently, freeing up time to focus on closing deals and building relationships.
Recognition as an industry leader
The success of Willow didn’t go unnoticed, the platform won three prestigious awards:
Digital Transformation of the Year
Marketing Week Awards 2022
Customer Satisfaction Initiative of the Year
Housebuilder Awards 2022
Best Application of Marketing Technology
Construction Awards 2022
These accolades prove what Castle Green’s customers already know: Willow is transforming the way homes are sold. Ready to see what this kind of innovation could do for your business? Let’s make it happen. Get in touch today
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