How we turned a Montreal developer's outdated online presence into their strongest sales tool

Samcon is a real estate developer in Montreal that focuses on low-rise residential projects, with some high-rise developments in their portfolio. Their WordPress site was outdated and didn't reflect the quality of their work. They were looking for a team that could take on more than just a redesign. They needed help with their website, their sales tools and how they communicate with buyers.

Samcon's website hadn't been updated in years. The design, project listings and videos were all outdated and the site was slow. They had no CRM, so leads came in with no system to track or follow up on them. Their email marketing ran through Constant Contact but wasn't tied to individual developments, meaning every buyer got the same communication regardless of which project they were interested in. The website, email, and lead tracking were all operating separately with nothing connecting them.

Since launching, Samcon's organic traffic has doubled and their domain rating has gone up by 9 points. By setting up separate HubSpot channels for each development, we're able to target buyers based on the specific project they're interested in rather than sending blanket emails. That shift alone has driven a 5.5x increase in inbound leads and 2.5x higher email open rates, while giving their sales team clear visibility into where each lead is coming from and what they're looking at.

Before we touched anything, we ran a full audit of Samcon's existing site. We looked at page speed, site structure, how content was organized, what was outdated, and where visitors were dropping off. The site was slow, the navigation was confusing, and most of the project pages still featured old developments that were already sold out. Buyers landing on the site had no clear path to find what Samcon was currently selling or how to get in touch about a specific project.

The audit gave us a clear picture of what needed to change and why. It wasn't just a visual problem — the entire structure of the site was working against them.

We rebuilt the site from scratch on WordPress using Elementor. The old site had no real structure. Most pages were disorganized, projects were hard to find, and there was no thought given to how a buyer would actually move through the site.

We restructured the entire information architecture around the buyer journey. The homepage now leads with Samcon's active developments front and center, with clear paths to each project page. Each project page is built to give a buyer everything they need in one place - renderings, floor plans, location details, pricing info, and a direct way to register interest or book a visit to the sales office.

We also built the site to be fully bilingual using TranslatePress. Samcon operates in Montreal, so having both English and French was a requirement, not a nice-to-have. Every page, form, and call to action works in both languages.

Speed was another priority. The old site was sluggish, which hurt both the user experience and their search rankings. We optimized images, cleaned up the code, and made sure the new build loaded fast on both desktop and mobile.

Samcon uses Planpoint to manage their floor plans and unit availability. We embedded Planpoint directly into each project page so buyers can browse available units, view floor plans, and check pricing without leaving the site. We also manage the Planpoint listings on their behalf which requires updating availability, pricing and unit details as things change throughout the sales cycle.

The reason we embedded it rather than linking out to a separate platform is simple: every time you send a buyer off-site, you risk losing them. Keeping everything in one place means a better user experience and a higher chance they actually fill out a form or book a visit.

Samcon had no active CRM that they were utilizing before we came in. Leads were coming in through all channels but there was no efficient system to capture, organize, or follow up on them.

We set up HubSpot from the ground up. Every form on the site feeds directly into HubSpot, so when a buyer registers interest in a specific project, that lead is automatically tagged and routed into the right pipeline. We built separate pipelines for each development as well as in each language, so Samcon’s sales team can see exactly where every lead stands on a per-project basis - who is browsing, who’s booked a visit and who’s in active discussions.

On top of that, we set up automations to handle the initial follow-up. When someone fills out a form, they get a response right away with relevant info about the project they're interested in. That means no leads slip through the cracks while the sales team is busy.