A new digital experience drives more custom for CALA

CALA Group

We delivered a class-leading home-move experience that transformed customer journeys and delivered significant sales and revenue growth.

Building an experience for tomorrow

To develop a robust solution which would allow CALA/L&G Homes to futureproof their digital platforms. The websites needed to be flexible and have the capability to grow as CALA/L&G volume of properties and developments increased. The experience offered to customers needed to mirror that of visiting a show home -slick, stylish, and interactive whilst also being viewed as prestige, premium and aspirational in the market.


In a world where people can manage just about anything online, CALA/L&G Homes online customer journey stalled at making an enquiry to view a development or plot. The challenge to Equator was to change way people reserve and purchase homes forever and facilitate CALA/L&G Homes becoming an industry leader in the market by transitioning elements of the buying process online.  No broken customer journey, just an intelligent, intuitive, personalised end to end experience. Key measures of success were to be measured by an increase in engagement and conversions. 

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A complete redesign and build

The solution delivered involved a complete redesign and build of one Umbraco solution which houses both the CALA Homes and L&G Homes brand as well as integration with Salesforce. The delivery of these solutions began in March 2020, with the team moving to remote working for the entirety of the build due to COVID restrictions, delivering the final solution in December 2020.  The objective was to deliver a solution that allowed CALA Group to stand out as a leader in the new build market by creating a top-class UX journey coupled with a roadmap of aspirations to revolutionise the home buying experience online.  

A tailored experience

The big focus areas of this solution included elastic search capabilities, an intuitive way of surfacing developments, plots and incentives.  In addition we implemented a login area for potential buyers so they can be shown tailored content -  properties before purchase and after purchase they can get updates on their new homes and all the support materials buyers need. Next, buyers will be able to manage post purchase comms through the platform. 


The solution has a number of third-party integrations including Rightmove, Zoopla, Onetrust, New Homes for sale, and Trustpilot, expanding their reach to new customers.   

“We wanted to offer CALA more integration, which fosters closer relationships with their customers digitally throughout the entire journey. This has allowed personalisation and tailored messaging to consumers, with the aim of increasing web traffic and conversion, reduction in cancellations and more digital engagement, increasing the overall customer satisfaction and loyalty.”


Garry Hamilton, Chief Growth Officer at Equator

Building on success

The Equator team delivered these two websites solutions over a 9-month period, coming to completion in December 2020 ahead of the property markets peak period in the new year.


The improved back-end solution for the CALA and L&G Home teams was well received, allowing for greater control of content and reactiveness to change in regional developments. The first phase of the experience has been rolled out with great success. Future phases will incorporate more UX enhancements and greater integration.

Our solution delivered:

Security & scalability

Integrated with Salesforce to provide up to date, personalised and relevant development information for interested buyers.

Increased customer satisfaction

Giving buyers more control over their experience, start to finish, from the comfort of their own home.

A sleek look & feel

An intuitive, interactive solution worthy of these leading house-building brands.

“We are delighted with the newly launched websites and the power and stability that they have delivered to our business. Our partner relationship with Equator has moved to a new level with these new sites and we are excited about the development opportunities to come.”


Allan Walker, Director of Group Marketing at CALA