Providing homebuyers with seamless online experiences
LGI Homes builds quality homes across the US, serving two distinct markets. While its core brand focuses on attainable, affordable housing, the company also operates a second brand that caters to the luxury homebuyer. For both brands, customer experience is paramount.
LGI Homes understands that buying a new home is one of the most significant decisions a person can make. Buyers need seamless communication, trust at every touchpoint, and intuitive digital experiences to guide them through the journey. “To help customers on their home-buying journey, we want to offer personalized, consistent experiences across every channel,” explains Hayden Clark, Vice President of Marketing at LGI Homes.
The company has used Sitecore to power its websites for six years, and wanted to transition to a more agile, cloud-based approach. The opportunity to reduce maintenance overheads and eliminate the burden of ongoing upgrades was reinforced by the scalability and flexibility of Sitecore’s CMS to support LGI Homes’ evolving digital strategy and its goal to attract and capture more qualified traffic—an increasingly important driver of growth.
Creating connected experiences across every channel
To future-proof its digital capabilities, LGI Homes partnered with Sitecore Platinum Partner Rightpoint to migrate its web ecosystem to Sitecore’s composable platform using an agile approach. Comprised of Sitecore’s CMS integrated with Sitecore’s DAM for consistency, the solution also introduced location-based search, enhancing discoverability and acquisition of more qualified traffic. With this new feature, homebuyers can quickly and easily find relevant communities through intelligent, AI-driven capabilities.
Sitecore’s composable digital experience platform offered the scalability, ease of integration, and features that LGI Homes needed to support its digital strategy. “We chose Sitecore for its ability to streamline content delivery, support multiple brands and sites, and personalize customer experiences across online, in-app, and email channels,” comments Clark.
“With integrated solutions, we’ve streamlined workflows across departments and marketing teams can easily reuse assets,” Clark continues. “And front-end hosting on Vercel helps us maximize speed and agility.”
“The Sitecore solutions work together to deliver context-aware, behaviour-driven content—from onsite experiences to email campaigns—ensuring every interaction is relevant, timely, and consistent with brand voice,” explains Clark. To help ensure long-term success, LGI Homes leverages Sitecore360 services, which support onboarding training, and ongoing solution optimization.
To ensure a connected customer journey across touchpoints, LGI Homes have expanded their use of content and data into physical sales environments with a custom iPad application. Integration with Sitecore’s CMS via APIs means that sales representatives in model home offices have access to the latest centrally managed content and marketing materials.
The Sitecore ecosystem is also integrated with LGI Homes’ proprietary CRM, ensuring consistency across all content. LGI Homes have also implemented an OpenAI-powered error parsing agent to support nightly content imports to Sitecore’s CMS, such as market, community, and floor plan data, via APIs. The agent converts technical error messages into clear, human-readable descriptions, enabling content admins to resolve issues independently without developer support.
Rightpoint was responsible for delivering the front-end design for the websites, and led strategic planning, content modeling, integration architecture, and cross-channel engagement. The partner brought end-to-end expertise to LGI Homes’ digital transformation, leveraging the full potential of the Sitecore ecosystem within a modern, composable architecture.
Rightpoint applied a holistic understanding of how Sitecore’s technologies work together, strategically aligning each component to meet LGI Homes’ evolving business goals. “Rightpoint’s talent and foresight has been critical to our success,” said Clark. “We are proud of the experience we have built alongside Rightpoint, and we look forward to continuing to drive and evolve an industry-leading customer experience.”
As well as the Sitecore solutions, the architecture includes Microsoft Azure, Azure SQL Database, Google Tag Manager, NEWSTAR Enterprise ERP, LGI Homes’ proprietary CRM system, and its proprietary iOS App which uses Sitecore’s CMS for content management. It also uses online plug-ins from Invoca and Google Cloud, with Google Analytics and Tableau providing analytics and data visualization capabilities.
Greater customer engagement and increased conversion rates
With digital foundations on composable Sitecore solutions, LGI Homes can offer exceptional, seamless, and consistent customer experiences across channels, while driving more qualified traffic into its funnel. The metrics demonstrate the business benefits for LGI Homes, including:
- 22% rise in conversion rates from paid channels.
- 2.5% increase in conversions on its luxury brand site, TerrataHomes.com, within the first month of launch.
- 20% organic search sessions growth on LGIHomes.com, with users spending 6% more time on site.
- Increased engagement levels, with a 31% rise in page views per active user and a 166% increase in map search page views.
“At every touchpoint and at every stage in a customer’s journey, we now have the ability to deliver an experience that meets them where they are with what they need, coupled with the backend technology to track and measure each interaction for ongoing optimization,” said Clark.
Marketing teams are also achieving more with Sitecore. LGI Homes is now delivering tailored experiences driven by first-party data, significantly improving targeting and performance.
“With Sitecore, marketing teams can deliver personalized content across web, mobile, and app channels from a single interface, improving efficiency and consistency,” comments Clark. “This has helped enhance campaign results, with more qualified traffic, higher click-through rates, and increased time spent on site.”
By bridging marketing, sales, and IT functions, LGI Homes has not only optimized its ecosystem but also laid the groundwork for long-term innovation and sustained growth. With a headless approach on Sitecore, LGI Homes can adapt quickly to evolving customer demands and integrate new technologies as they emerge.
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