Using IT to energise sales and marketing
A Bryant Homes case study

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Page 4: Benefits of a company website

Bryant Homes 5 Image 4Use of the Internet has become widespread, as more providers allow people access to the system. Increasingly, before making a major purchase, they use it as a source of information and an opportunity to undertake their own consumer research.

Bryant Homes’ website was launched at the Evening Standard Homebuyers Show at Olympia, London in March 1999. It is a useful information source and a good starting point for people wishing to purchase a house. It is also a selling tool and an opportunity to increase brand awareness.

The website’s main dedicated system for customers is named ‘Homefinder’. Homefinder is a system that will perform a search against consumer needs and requirements to locate a house type and location to suit their lifestyle. It contains images and floor plans of the entire Bryant Homes product portfolio. The information on Homefinder comes directly from a central database and is updated every 24 hours.

Input arrives from all levels within Bryant Homes, i.e. out on site by sales negotiators via the sales system, by sales departments who may want to input prices and also from site staff releasing production dates and targets. Though releasing prices and build dates into the public domain is a brave step, the information is updated daily directly from Bryant Homes’ central database.

One of the benefits of ‘surfing the web’ for customers is that they drive the information, Bryant Homes doesn’t tell the user what to look at. It is a good way of issuing press releases and improving the focus of publicity. Bryant Homes’ website is also advertising space and is capable of reaching a wider international audience. This is particularly useful for attracting those wishing to relocate to the UK from overseas as such comprehensive information would be difficult to obtain otherwise.

Bryant Homes | Using IT to energise sales and marketing
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