BUILDING UPON AN ESTABLISHED REAL ESTATE GOLD MINE
Challenge: Sundance Square in Fort Worth, Texas, is the country’s premiere downtown. Consisting of 35 blocks of privately-owned real estate totaling more than 3 million square feet, Sundance Square enjoys a 90% lease rate and some of the highest foot traffic of any downtown in the country. At the heart of their success is an exemplary real estate and commercial leasing operation that was in need of innovative channels and tools to help drive its success to even greater heights, starting with a new website that reflected Sundance Square’s character as well as its exceptional commercial viability.
Strategy: Sundance Square is both steeped in history and on the leading edge of property management and pedestrian experience. To give us proper perspective, President & CEO Johnny Campbell providing an insightful history lesson about downtown Fort Worth and the vision for Sundance Square, followed by a first-hand tour of the property.
It was immediately clear that the new website would draw its inspiration from the historic buildings and all of the benefits Sundance Square brings to the area. From modern office high-rises to century-old converted shops, every corner of Sundance Square is a treat for the eyes. It was also integral, however, that the website be perfectly functional and concise for potential tenants searching available space, allowing for quick access to multiple data points about each property, including type, size, location, availability and more.
Solution: Using WordPress as our foundation — primarily for its ease of use and extensibility — we established a cohesive set of data for all buildings while at the same time set out with the Sundance Square marketing team to capture new photography of all the properties. The site was divided into Retail, Commercial, and Residential, using a tabbed structure that provides immediate access to a complete listing of all properties upon rollover, each accompanied by a series of simple icons indicating use type.
Detail pages incorporate large full-screen images of a property’s unique façade and interior. A large friendly badge on the page in Sundance Square’s brand red intuitively indicates space available, while the building’s details — square footage, year built, number of stories, architect and more — are located in plain view at the top of the page and easily scanned.
Availability can also be reviewed in list-view format, divided into use type, while information about the unique attributes of Sundance Square can be found in “why Sundance Square.”
Results: Since launch, not only has the property management website been lauded for its fresh new approach and for finally reflecting the quality and unique attributes of the Sundance Square brand, but year-over-year sessions are up 39%, page views are up 20%, bounce rate has declined 8% and organic traffic is up by 38%.