+£6m* incremental revenue for Fairview Homes
Fairview Homes is a privately-owned residential developer with 60+ years of heritage, building across London and the Home Counties. Their existing website had become a blocker to growth: it lacked mobile responsiveness, was difficult to navigate, and added conversion friction (restricting turning interest into qualified enquiries).
Fairview appointed 7DOTS to design and build a new mobile-first platform from the ground up. The brief was to create a conversion-optimised experience for individual developments, push qualified leads into the sales pipeline, and integrate with Salesforce and key third-party property platforms, supported by ongoing SEO and technical support.
+1482%
total site users
+45%
form events and lead actions
£6m*
incremental revenue
The challenge
Fairview’s website was actively costing them leads. With 67% of visitors on mobile, the site was not responsive and created a cluttered, frustrating experience. Key conversion actions were hard to find, enquiry forms were buried low on pages, and there was no modern, filterable way to explore properties.
The business also had structural issues holding back performance. Two separate domains (consumer and corporate/land) split brand experience and SEO authority. Lead data from forms required manual export, slowing sales follow-up and limiting visibility into what digital was really contributing to the pipeline.
In a competitive market with multiple buyer types (first-time buyers through to investors), Fairview needed a platform that could compete with national housebuilders and reliably convert demand into action. A rebuild was a commercial requirement, not a cosmetic upgrade.
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The solution
7DOTS delivered a full rebuild across all four project pillars (Discover, Define, Design & Deliver), with SEO, analytics, and sales infrastructure integrated from day one.
Mobile-first information architecture – Rebuilt navigation and page structure around how buyers browse and make decisions on mobile, surfacing key CTAs early and consistently.
Conversion-led development templates – Dedicated development pages with high-quality imagery, sticky search, real-time availability indicators, and prominent “register interest” and “book a viewing” forms.
Property search that supports decision-making – Filtering by location, bedrooms, price, and features directly from the homepage to reduce friction and improve lead quality.
Salesforce integration for pipeline visibility – Enquiry form submissions connected directly into Salesforce to remove manual handling, improve response times, and enable cleaner reporting.
Ecosystem integrations – Scoped and delivered integrations with platforms including Zoopla and Coins to support distribution and operational workflows.
SEO built into the build – Keyword and competitor research informed structure and content hierarchy, supported by technical SEO and migration management to protect and grow visibility.
Measurement and reporting – GA4 and additional tracking configured with dashboards to make performance visible across user behaviour, lead actions, and campaign outcomes.
Domain consolidation – Brought the separate fairviewnewhomes.co.uk footprint into fairview.co.uk to reduce fragmentation and concentrate SEO authority.
Scalable CMS and hosting – CMS training enabled Fairview to self-manage content and launches; AWS hosting via WireHive provided monitored infrastructure for launch traffic spikes.
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Metrics that matter
+1,482% total users
+45% lead form events
+103% organic sessions
+114% keywords in positions 1–3
+83% referring domains
£6m* modelled incremental revenue contribution
The Outcome
Fairview launched a platform that finally matched the quality of the brand and performed like a commercial channel. The business saw step-change growth in users and organic visibility, alongside a material rise in lead actions that signal real buyer intent.
Operationally, the site now connects directly to the sales pipeline. Salesforce integration removed manual export, improved speed to lead, and gave sales leadership clearer insight into pipeline activity originating from digital.
With domains consolidated, SEO authority strengthened rather than diluted, and the marketing team gained independence through a CMS and modular templates that support faster development launches. Fairview is now equipped to compete more confidently in a high-pressure market, with better measurement to support sharper, data-informed decisions.
If you are a residential developer or considered-purchase brand and your website is not generating the lead volume and quality your pipeline needs, 7DOTS can help. We turn digital complexity into clarity and performance, connecting brand, experience and data around the moments that matter, then building platforms that convert and prove impact.
Talk to 7DOTS about rebuilding your digital experience around measurable commercial outcomes.
* Modelled using a +45% uplift in form events (7,449 net new lead actions), applying industry-standard new-build conversion benchmarks of 10–15% lead-to-viewing and 5–10% viewing-to-reservation, at a conservative average unit value of £400,000 and 20% digital attribution.