In the high-stakes world of London property, visual storytelling is everything. Belgravia Estates, a boutique agency specializing in luxury residential sales in Kensington, Chelsea, and Mayfair, had a portfolio of world-class properties but a website that failed to do them justice. Their previous template-based site was slow to load high-resolution imagery and lacked the sophisticated "filtering" logic required for high-net-worth investors to find exactly what they were looking for.
They turned to Custom Coded Websites to build a bespoke digital platform that could handle high-resolution media with ease while providing a frictionless path from "browsing" to "booking a viewing." Here is how we used Python and Django to redefine their digital portfolio.
The Challenge: Image Bloat and Low Engagement
Belgravia Estates faced several critical issues that were hindering their ability to capture high-value leads in the West End:
- The "Spinning Wheel" Problem: Because their previous site used a generic WordPress theme, loading high-definition 4K property photos took upwards of 7 seconds, causing a 50% bounce rate on mobile devices.
- Fragmented User Journey: Potential buyers had to navigate multiple clicks to find contact details for specific agents, leading to "lead leakage."
- Poor Search Logic: The search bar was rigid; it couldn't handle nuanced queries like "Penthouse with terrace in SW3" or "Leasehold apartments near Hyde Park."
The CCW Solution: A High-Performance Property Engine
Our co-founders, Charlie Shortman and Louie Long, designed a ground-up solution using the Django framework. We treated the property listings not just as pages, but as a dynamic, searchable database optimized for speed and conversion.
1. Dynamic Image Optimization & CDN Integration
Charlie Shortman engineered a custom backend that automatically resizes and compresses property photos upon upload without losing luxury-grade quality. By integrating a Content Delivery Network (CDN), we ensured that whether a client is browsing from a skyscraper in Canary Wharf or a home in New York, the property images load in under 500ms. This immediate visual impact is crucial for retaining the attention of busy, high-value clients.
2. The "Instant Action" Contact Flow
Louie Long redesigned the lead capture system. We moved away from generic "Contact Us" pages and implemented Contextual Contact Forms. Every property listing now features an "Instant Viewing Request" sidebar that stays sticky as the user scrolls. We integrated this directly with the firm’s CRM using custom APIs, ensuring that every lead is delivered to the relevant agent’s smartphone in real-time.
3. Advanced "Natural Language" Filtering
We built a bespoke search engine using Django’s PostgreSQL capabilities. Instead of basic checkboxes, we implemented a smart filtering system that allows users to drill down by tenure, square footage, and proximity to London landmarks. This turned the website from a simple gallery into a powerful tool for serious investors.
The Results: 45% Lower Bounce Rates & More Viewings
The impact of the custom Django build on Belgravia Estates’ business was transformative:
- User Retention: Bounce rates dropped by 45% as users spent more time exploring the fast-loading, high-quality galleries.
- Viewing Requests: Monthly online viewing requests increased by 65% due to the optimized contact flows.
- SEO Authority: The site now ranks on page one for specific "Luxury Property Kensington" searches, thanks to a 100/100 Google PageSpeed score.
- Mobile Excellence: Mobile traffic engagement tripled, as the custom-coded frontend was optimized specifically for the latest iPhone and Android devices used by the firm's clientele.
Why Luxury Real Estate Demands Custom Code
The success of Belgravia Estates proves that for luxury brands, a "standard" website is a liability. High-net-worth individuals expect a digital experience that mirrors the quality of the properties they are buying. A custom Django build from Custom Coded Websites provides the speed, security, and sophisticated UX that no template-based site can replicate.
Based in the heart of London, we understand the nuances of the capital's property market. We don't just build websites; we build high-speed digital assets that move properties and grow brands.