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Castle Green Homes - Willow Fields - Case Study

Client: Castle Green Homes

Services Delivered:

  • Virtual Tour Package
  • Interactive CGI Package
  • Animation Package
  • Website Engagement Package


The Situation

Castle Green Homes is a forward-thinking housebuilder. Formally Macbryde homes, the 35-year-old business is undergoing rapid change to reflect their more digital approach to marketing and selling homes.

To align with this new identity and ethos, their entire branding, website and marketing strategy is receiving a digital uplift. In addition they’ve designed a new housetype range to feature on all future developments.

Willow Fields is located in Warrington and consists of 145 plots. It’s the first development featuring their new housetype range and is marketed under the new Castle Green branding.

EyeSiteView connected with the Castle Green team in early 2021. Together we defined a brief that redefines their traditional marketing methods and projects an enhanced digital strategy and off-plan sales experience.

Without any showhomes built or marketing material for the new housetypes, we proposed creating digital twins of Willow Fields and each housetype to enable the creation of our immersive and interactive services.

Key aims of the project include:

  • Ability to launch off-plan and sell homes earlier
  • Empower customers & sales advisors with interactive technologies

The Solution

We generated a cohesive package of digital assets to transform the traditional marketing and sales strategy.

Each service is designed to seamlessly integrate within their:
  • Website
  • Social Media
  • Sales Centre
Examples of services included:

Active Siteplan

The 3d map of the development allows customers to explore the development from above. Each plot is
interactive and plot availability, size & price are displayed if selected. Property filters allow the customer to
narrow their search specific to their requirements.
Willow Fields - ASP
Willow Fields - VSH_Phone

CGI Virtual Tours

Virtual Showhome Portfolio – Every housetype in their new portfolio accurately represented in photo-realistic CGI, allowing their customers to jump inside their new home and explore it virtually.
Each Virtual Showhome has the functionality to:
  • Explore in immersive 360°
  • Toggle between different kitchen & bathroom options
  • Turn furniture on & off
  • Accessed anywhere on mobile, tablet or desktop
Willow Fields - SE_iPad

Development Tour – Explore the entire development in 360° before a brick is laid.

It’s just like Google Streetview but before it exists.

House Type Configurators

Every property includes a Housetype Configurator. An intuitive interactive tool to assist customers visually review
specification options and upgrade choices.
Willow Fields - HTC_1

Virtual Showreels & Property CGI’s

Traditional fly-through animations, streetscenes and housetype CGI to tell the story of the development.
Willow Fields - ANI

Customer buying behaviors are evolving. Consumers expect instant access and convenience, something Hannah Ryle (Marketing Manager) appreciates:

“We wanted a platform that empowers our customers and puts them in control. Our investment into digital marketing and sales tech allows homebuyers to start their purchasing journey earlier, all from the comfort of their own home.”

The Result

Willow Fields was launched online in June 2021. Sales are strong with many homes already sold off-plan.

The development webpage is packed full of the new interactive CGI assets.


Hannah continues…

“We’re really pleased with the end result. The services easily integrated into the current website structure and provides our customers with an enhanced user experience”

The sales team at Castle Green are finding creative ways of using the immersive content.

“We love the new tech. I often use the Virtual Tours to teleport my customers inside our virtualshowhomes. It really helps them to begin to imagine living there.”

Lindsey Dilworth – Field Sales Manager