Giving Barratt Redrow’s customers one place to search, agree and manage their new home purchase
Barratt Redrow
Reshaping the homebuying journey from first search to front door
At a glance
- Defining how four distinct brands show up digitally following the Barratt Redrow merger, translating different design philosophies and buyer profiles into differentiated experiences
- A self-service customer portal gives buyers real-time build progress, issue reporting and upgrade browsing from their phone
- An experiment-led personalisation programme connects browsing behaviour to the sales pipeline
Objective
Barratt Redrow is a FTSE 100 housebuilder operating four brands, Barratt Homes, David Wilson Homes, Redrow, and Barratt London, across hundreds of live developments.
Barratt Developments first engaged UNRVLD in 2019, before the Redrow merger, to modernise the digital estate to deliver a frictionless customer journey and make it work as an active part of the sales operations.
Over the years that followed, the partnership expanded into personalisation, experimentation, and most recently a customer portal that extends the digital journey beyond reservation, into the months between exchange and moving in, when buyers need visibility, reassurance, and control over the choices that shape their new home.
Solution
UNRVLD has worked alongside Barratt Redrow since 2019, building the foundations first and then progressively making its shopping experience grounded in real homebuyer behaviour.
We first rebuilt the Barratt Homes site on Sitecore and connected it to the sales operation through CRM integration, giving the business visibility of its customers from first visit to reservation.
An experience optimisation programme followed. Personalisation surfaces relevant offers, recently viewed developments, and best-fit plots based on browsing behaviour and buyer profile so the relevant offers are shown to the correct target audience.
A financial model connects digital activity to revenue through CRM, giving the business visibility into which experiences drive reservations.
The most recent release, the MyHome customer portal gives buyers real-time build progress on their specific plot, self-service issue reporting with live resolution tracking, instant access to contracts and key documents, and a personalised upgrade catalogue they can browse from.
Outcome
The experimentation programme is delivering measurable commercial returns, with conversion improving year on year. Personalisation now serves distinct, buyer-relevant experiences based on browsing behaviour, profile, and location.
The MyHome customer portal is live across all Barratt and David Wilson divisions, giving buyers the visibility and control they need at every stage of their purchase, while freeing site teams and advisors to focus on the conversations that matter most.
What's Next
An onsite technology programme is moving into build, bringing the digital journey into showrooms across Barratt, David Wilson, and Redrow. Designed to support the customer experience during physical visits, the on-site tech will connect the online research experience with the physical visit, acting as a lead capture channel so marketing teams can start engaging leads earlier.
We're also exploring AI integrations to make the experience more proactive by guiding buyers through the process based on their behaviour. We will be able to share more on these programmes as they progress through 2026 and into 2027.
Working with UNRVLD really does feel like a true partnership and a single team working together for a common cause. The team are experts in their field but more than that, from the beginning of our working relationship, they became experts in Barratt too, understanding our business processes, practices and challenges.
Leonie Baxter
Group Website Experience Manager
Further info
