For over a decade, the group’s website www.bresicwhitney.com.au has been at the heart of that, with a simple yet impactful design, and functionality that stood the test of time.
Yet like all things, evolution is essential to excellence, and it was time to welcome a new digital interface. One that would deepen its current position in market and brand desirability, while embracing the longevity and opportunity that comes with sustainable growth.
A leading digital destination, where Sydney property is the hero.
Since its inception over 20 years ago, BresicWhitney has focused on connecting buyers and sellers across Sydney’s lifestyle markets, with pace and precision.
It's brought homes to life through its distinct brand lens, and led with its values, where integrity and excellence intersect with creativity and high performance.
And it’s focused on providing an experience that underpins all these qualities. One that over the last two decades, has earnt the right to lead the Sydney property experience – and intends to continue doing so.
It was a project that took months of planning, strategy, and meticulous project management by a dedicated BresicWhitney team. Its interface required a distinct design-led approach, where Sydney property and storytelling was the hero.
Its functionality needed to be intuitive and clear, and able to continue nurturing an enjoyable digital experience for the some 150,000 buyers and sellers who visit bw.com.au every single month.
Chief Executive Officer Thomas McGlynn said the re-launch of bw.com.au reflected the group’s ambition and vision to be Sydney’s leading property group – one that at present sees it sell close to $3 billion of real estate every year.
“This represents a new era for BresicWhitney – for our people, our clients, and our communities. It’s a manifestation of our competitive brand strategy that meets our audience where they are, heroes our creative approach of bringing homes to life, and allows us to continue driving forward our unrivalled ability to connect with our customers well beyond the typical real estate cycle, through content.”
In addition to delivering a cohesive and connected digital experience, there was a strong focus on the positioning and user experience of its property-specific pages across sales and leasing. This includes a refined take on its coveted ‘Only at BW.com.au’ property pages, a new way to explore properties for auction and inspection, and the introduction of more personalised ‘people’ pages.
Of critical importance was the site’s ability to connect seamlessly with the group’s current CRM system, and to continue supporting its analytical insights that it calls its ‘single source of truth’.
“We continue to have unparalleled insight into the buying and selling behaviours of Sydneysiders across the lifestyle markets – those within a 10–15-kilometre radius of the CBD,” he said. The group’s privately and centrally owned operating model, that supports five interconnected architect-designed office locations, remains a major point of difference, he added. “This allows us to connect buyers and sellers with pace and precision, and to reflect the values of our communities with a sophisticated content strategy that engages and adds value.”
“Lace that in with our strong ability to transact property at all price points off market – meaning they’re published exclusively on bw.com.au and not on the major portals – and our compelling value proposition is incredibly clear.” BresicWhitney sells over 300 homes every year on bw.com.au alone.
Mr. McGlynn concluded with a proud sentiment and the confidence that it would resonate with BresicWhitney’s customers now and into the future. “The re-launch of bw.com.au allows us to continue leading, innovating and connecting: all while being underpinned by a future-focused strategy, purpose-fit for Sydney.”
BresicWhitney partnered with Atollon on this project. The content across the website and the launch campaign of bw.com.au were created and delivered by BresicWhitney’s in-house Creative and Communications teams.
