Many home builder websites support inspiration and enquiry but provide limited visibility of price until a customer speaks with a consultant. Rawson Homes’ new platform creates a more transparent path to price by helping buyers understand how location, design selections and inclusion levels influence an estimated cost earlier in the journey.

Gamma designed and delivered a home design estimate builder that lets customers start with a base floorplan, select their region, modify available floorplan options, choose preferred facades and apply inclusion packages. Rather than presenting a single static price or forcing customers into an enquiry before they can explore meaningful choices, the experience lets people mix and match the major variables that influence cost and see how those choices affect the estimate. The result is a more useful planning tool for customers and a stronger qualifying mechanism for Rawson Homes’ Sales team.

A key differentiator is the level of clarity built into the estimate experience. Customers are not left to infer what is included, excluded or conditional. The platform presents transparent regional pricing and clearly explains what is and is not included in the selected design, facade and inclusion package. This gives prospective buyers a more realistic starting point before they speak with a consultant, while reducing ambiguity that can otherwise lead to rework, misaligned expectations, or lower-quality enquiries.

This is where the website moves beyond standard competitor experiences. Comparison and shortlisting features support the research journey, but the estimate builder gives customers something more valuable: the ability to shape a home configuration around their needs and budget with clearer visibility of the trade-offs involved.

Every home design and house and land package carries its own enquiry, estimate and quote forms, built with FormAssembly and embedded directly into the Next.js and Sitecore application layer. When a customer submits a form, FormAssembly acts as the collection and processing layer before routing the lead through to Salesforce, where it is picked up by the Sales team as part of their existing pipeline. Contextual details from the page the enquiry came from, such as the specific design, package or estimate parameters, travel with the submission, so every lead arrives with clearer attribution to the relevant home design or package.

The estimate builder is supported by governed pricing and promotional data maintained in Salesforce, giving Rawson Homes a controlled source for the regional price rules, package information and promotional adjustments that need to flow into the website experience. Those updates are surfaced through the Sitecore application layer and managed using a caching approach, so customers see current region-based pricing and promotional information without exposing internal systems or credentials in the browser.

This means price-related changes can be managed centrally and reflected consistently across home design pages, house and land packages, enquiry pathways and the estimate experience itself. For Rawson Homes, it reduces manual website maintenance and supports stronger governance. For customers, it creates a clearer and more current view of the options available to them.

The new experience was shaped by extensive consultation across internal and external stakeholders, including current and prospective customers, to understand where the previous site created friction. The research surfaced issues ranging from cluttered navigation and inconsistent package information to buyers wanting to compare inclusions more clearly before their first conversation with a Sales Consultant. These findings were translated into a simplified information architecture and a journey that supports serious self-directed research earlier, so conversations with the Rawson Homes Sales team start from a more informed position. Several rounds of validation research using high-fidelity prototypes, with participants including returning stakeholders, confirmed the new experience met real user expectations and needs before it was built.

The navigation was rebuilt around how buyers actually search for a new home based on our customer research. The main menu was reduced to a small number of clear entry points, with home designs, house and land packages and the estimate builder linked so customers can move between them without starting over. Consistent page layouts mean key details such as price, inclusions and floorplan options appear in the same place on every design and package, and filtering by region, budget, bedrooms and lot size helps buyers narrow their options quickly. Shortlisting and comparison tools let customers save and revisit options across visits. In validation testing, participants found it noticeably easier to locate relevant designs and packages and understand what was included, compared with the previous site.

Gamma delivered the solution on SitecoreAI as the core DXP, paired with Vercel for headless front-end delivery. This composable architecture supports high traffic across marketing campaigns and new estate releases without compromising performance and gives Rawson Homes a platform built to extend as new designs, estates and integrations are added. FormAssembly, Salesforce and Sitecore Content Hub PCM DAM sit on top of this foundation, giving Marketing a governed source for house designs, imagery and collateral, and ensuring lead capture, pricing and content management work together as one experience rather than a set of bolted-on features.

The result is a website that does more than showcase homes. It gives buyers a clearer, easier-to-navigate and more transparent way to explore options, understand price drivers and enter the sales process with greater confidence. For Rawson Homes, the platform creates a stronger digital foundation for governed content, current pricing, better-qualified enquiries and a more connected customer journey from research through to lead handover.