Nexity

Buying a home off-plan is a journey that can last for months and involve around ten different tools, from the property listing to the website, from appointments to the reserved area and all the way through to documents requiring signature. In real estate communication, each of these stages often develops independently, with different suppliers and timelines. For Nexity Italia, we built and continue to manage a digital ecosystem in which the different moments are instead brought together within one coherent process, both for buyers and for sales teams.

The corporate website is the brand hub and a central touchpoint within the user experience. The homepage journey was designed to mirror the experience of a new homeowner opening the door to their own home, with a compact layout contained within the viewport and a full-page video header designed to create immediate impact. From there, the information architecture guides users towards the main sections, with forms to request information or book an appointment and a reserved area connected to the backend, where registered users can access personal data and documents.

Each development also has its own microsite, with a specific colour palette and visual concept, while recurring stylistic details maintain continuity with the corporate identity. On each site, we structure the discovery of the offer with a clear progression, from the neighbourhood through to the apartment itself, allowing users to explore independently through interactive floor plans, photo carousels and garden maps. The copy is divided into self-contained content blocks, each optimisable for different search keywords, allowing a single page to target both a query related to the area and one focused on the apartment type.

On the other side is the backend, which serves as an everyday working tool for Nexity teams. The dashboard brings together three main areas, starting with customer journey management through CRM user data and related actions, the management of information and documents uploaded by professionals and made available to customers on the frontend, and the corporate area. The system integrates external services, from e-commerce for the online purchase of apartments to DocuSign for digital signatures, while offering dedicated views for different roles, including calendars and availability for appointment management, project and quotation sharing for architects, and sales unit counters for the commercial team.

Running across the system are the contents that keep the relationship alive over time. DEM campaigns follow the different stages of the journey, from construction updates shared through “news from the building site” to post-handover satisfaction surveys. The social media editorial plan, across LinkedIn, Facebook and Instagram, alternates project-focused content with culture and lifestyle themes, maintaining the flexibility and responsiveness needed to incorporate industry news or brand updates. Alongside this, ADV campaigns support residential launches and new services, such as Nexity Agency for the management and sale of pre-owned properties, through static and video assets and phased planning aligned with the evolution of commercial objectives.