Kaufman & Broad, real estate developer for almost 60 years in France, takes a new step in its digital transformation with the complete overhaul of its site kaufmanbroad.fr. This new version marks a strategic turning point: the presentation of new housing is organized around each property with an individualized presentation and no longer solely on real estate programs. A profound paradigm shift, which places the user and their real estate purchasing project at the center of the online experience.
A digital overhaul focused on user experience
Behind this overhaul, a clear objective: to rethink the product approach according to the reality of the customer journey. “A buyer is not looking for a program, he is looking for a specific property that meets his criteria,” explains the project team at Kaufman & Broad. Switching to batching makes navigation more concrete, faster, and more focused on the user’s actual search.
The site was also designed to unify the brand’s BtoC and BtoB ecosystems. From now on, a single technical base serves both individuals and professional partners. This common, modular and scalable base is designed to support the Group’s future developments – personalization of journeys, integration of AI, new services and fluid management of user accounts.
“We wanted to create a unified, robust and scalable site, capable of easily integrating new technological bricks while meeting the immediate needs of our audiences,” specify the digital teams.
A unified, modular and future-ready site
The new site kaufmanbroad.fr is structured around three main founding principles:
- Mobile first: the experience is entirely optimized for mobile uses, with a fluid design, reduced loading times and simplified navigation.
- A site for all audiences: general public, investors, or partners. The architecture was designed so that everyone can find their information and access appropriate functionalities via a personalized authentication system.
- Better valuation of goods: Kaufman & Broad has strengthened the quality of content and visuals, enriched useful information, and redesigned the structure of the pages to support the purchasing decision with greater transparency and projection.
A new way of presenting the new real estate offer
At the heart of this overhaul, the notion of lot redefines the way of discovering goods.
A batch corresponds to individualized accommodation – for example a 3-room apartment of 60 m², located on the 3rd floor, facing south-east, displaying its price, its notary fees, its availability, and its specific characteristics (exterior, parking, 2D plan, interior visual).
This granularity meets a double requirement:
- Help the prospect to immediately imagine themselves in a concrete property rather than in a residence.
- Offer them complete autonomy in their search, filtering according to precise criteria: typology, budget, surface area, floor, exposure, or even outdoor space.
The batch approach also gives Kaufman & Broad leverage to optimize product data. Each asset becomes a controlled entity, connected to its visuals, its status and its metadata.
Features inspired by e-commerce
To support this new architecture, Kaufman & Broad is introducing a series of features inspired by e-commerce standards, adapted to the new real estate context:
- Advanced search engine: designed around lots, it allows a multi-criteria search by location, surface area, budget, floor or presence of an exterior.
- “Product sheet” pages: each batch has its own dedicated page, visually immersive and rich in information, designed to support progressive decision-making.
- Dynamic recommendations: on each listing, the site suggests other accommodation likely to interest the user, depending on the type, budget or geographic area.
This fluid journey logic aims to reduce points of friction and keep the user in an active search dynamic.
A journey designed for each buyer profile
Another notable innovation: the possibility of changing browsing profiles in one click.
On each lot page, the user can indicate whether they are looking to live or invest.
Depending on the choice, the site then adapts the content displayed: available financial aid (such as PTZ or BRS), applicable tax arrangements, rental investment schemes or specific advantages.
This information contextualization mechanism makes it possible to enrich the user experience without making the journey more cumbersome, and to better guide each visitor according to their real estate project.
Immersive content to better plan for your future property
Visitors find the interactive 3D models which were the strength of the previous version. They make it easy to find your way around a residence, to locate the lots available by floor and to understand the overall environment.
Each lot is also associated with a dedicated image gallery, produced from visuals generated by AI, promoting the projection of the future buyer in their new apartment or new house.
Data updated in real time for reliable information
The reliability of information is another central point of the new site.
Lot availability statuses are updated daily, guaranteeing prospects and partners always up-to-date data.
On a technical level, the site is based on a modular base, designed to evolve quickly. A digital project that places Kaufman & Broad among the precursors of a new generation of promotional sites, focused on user experience and data culture.
By putting the user at the heart of its website, Kaufman & Broad reinvents the real estate developer’s showcase into a real platform for discovery, choice and projection. A project at the crossroads of digital, marketing and real estate, which perfectly illustrates the convergence between UX, data and personalization in the new construction sector.
