Q: What part of your company website design — in either look or functionality — do you think has been most important in producing the most positive customer/client results?
Kimberly Banach
Senior Director of Marketing
Howard Hughes Communities, Arizona Region
Sector: Real Estate Development
A seamless, intuitive website experience is essential to supporting the rapid growth and momentum underway at Teravalis. With seven award-winning homebuilders now offering new homes in Floreo — Century Communities, Courtland Communities, DRB Homes, KB Home, Lennar, Meritage Homes and Risewell Homes — the Homefinder tool has become one of our most valuable digital assets for Teravalis. By centralizing diverse floor plans, pricing and current available quick move-in inventory, the Homefinder allows home shoppers to easily compare available floor plans and identify homes that meet their needs, generating high-quality leads for builder partners while reducing friction in the home-search process.
Equally important, the website serves as a digital gateway into the broader vision for this 37,000-acre master-planned community. Through clear storytelling and immersive content, would-be homebuyers learn not only about available homes but also about the amenities, sustainability initiatives and thoughtful long-term planning that define Teravalis — from the Echo Community Center now in construction to the integrated parks, trails and future Floreo village offerings.
Together, the Teravalis website and Homefinder function play a critical role in educating, inspiring, and converting early interest into lasting engagement with the community.
Kimberly Banach is the senior director of marketing for the Arizona Region of Howard Hughes Communities, guiding marketing and communications for Teravalis, the 37,000-acre master-planned community in the West Valley. With deep experience in branding, strategy and community engagement, she specializes in shaping dynamic, sustainable communities and delivering marketing initiatives that strengthen connection, support growth and enhance the resident experience.
James Frabasilio
President & CEO
Presidential Pools & Spas
Sector: Pool Building
The most important part of our website has been the evolution of our landing pages and how intentionally they’re built around the homeowner’s decision-making process. Today, a potential customer can see everything they care about in one place: popular pool shapes and design styles, in-house financing options, and a clear breakdown of what the pool-build process actually looks like from start to finish.
From a functionality standpoint, that transparency has made a huge impact. Leads come in better educated, more confident and more prepared to move forward. From a design standpoint, the pages are clean, visual, mobile-optimized and fast — so homeowners can browse inspiration, understand pricing paths and request a consultation without friction.
Those landing pages have become our most powerful conversion tool because they answer the biggest questions upfront and build trust before the first conversation.
James Frabasilio is president and CEO of Presidential Pools & Spas, Arizona’s largest custom pool builder. Under his leadership, the company focuses on transparent design-to-build processes, combining deep local knowledge with financing options and diverse offerings to help homeowners craft the backyard they’ve always envisioned.
Lauren Peterson
Director of Marketing & Creative
Mark-Taylor
Sector: Commercial Real Estate – Multifamily
At Mark-Taylor, the most impactful part of our website design, both visually and functionally, is our focus on reducing friction for renters and guiding them to take the next step through easy action points on the site.
We prioritize a clean, modern aesthetic that reflects the elevated living experience of our communities, underpinned by a high-performance infrastructure behind the scenes.
Three elements drive the strongest customer results and marketing outcomes:
- Intuitive, conversion-first navigation: Most renters come to explore a community, check pricing or schedule a tour. Our site anticipates those behaviors, shortening paths and reducing clicks. This improves time on page, lowers bounce rates and increases lead-to-tour conversions.
- Real-time pricing and availability: Accuracy and speed matter. Integrating real-time data gives prospects the most current information without waiting for follow-up. This transparency builds trust and leads to stronger conversion intent.
- Influential visual content: Cinematic photography, video, 3D tours and interactive maps help prospects visualize life at a Mark-Taylor community, boosting engagement and moving them deeper into the leasing funnel.
Lauren Peterson leads and customizes our marketing strategy and creative services to fit the needs of our valued investors, partners and residents. Driving our brand forward, she thoughtfully directs her team to achieve company and client goals.
