Brookfield Residential

Delivering seamless marketing agility across its homebuyer experience.
 

About Brookfield Residential 

Brookfield Residential is a leading North American homebuilder and land developer committed to creating exceptional master-planned communities throughout the U.S. and Canada. As part of Brookfield Properties, the company delivers seamless homebuying experience through innovation, sustainability, and community-focused design. 

Challenge: Modernizing Digital Infrastructure for Agility and Efficiency 

Brookfield Residential sought to modernize its web ecosystem by moving to a SaaS-based CMS that could support its growing digital marketing and homebuying initiatives. Their existing system created inefficiencies across teams and limited their ability to scale and adapt to evolving business needs. 

Key challenges included: 

Difficult Content Authoring: Non-technical users faced limited flexibility when creating or updating site content. 

  • Repetitive Maintenance: Promotions applied across multiple product listings required time-consuming, manual updates and oversight. 

  • Slow Page Performance: Legacy infrastructure led to performance bottlenecks that impacted user experience and site engagement. 

  • Dependence on External Tools: Marketing teams relied heavily on HubSpot for landing pages, creating fragmented workflows and limiting agility. 

Solution: Transforming the Digital Experience with Composable Architecture 

To modernize its web presence and empower marketing agility, Brookfield Residential partnered with XCentium to implement a modern, composable digital platform built on Sitecore XM Cloud. The new solution was designed to streamline content management, improve performance, and provide a scalable foundation for future growth. 

Key highlights included: 

Composable SaaS Platform: Built on Sitecore XM Cloud, integrated with Sitecore Search, Salesforce, Sitecore CDP and Personalize, and Vercel to deliver speed, flexibility, and scalability. Sitecore Search powers Brookfield’s intuitive map-based home discovery experience, enabling users to easily explore communities and available homes through dynamic, data-driven results. 

Accelerated Authoring Experience: Enabled content teams to create, manage, and launch landing pages and community microsites within hours—eliminating dependence on HubSpot and complex legacy workflows. 

Streamlined Promotions Management: A new content architecture simplified the creation and maintenance of community pages and promotional content across multiple divisions. 

Redesigned Community and Collection Pages: Implemented new designs from Brookfield’s in-house creative team within XM Cloud, elevating visual appeal and improving navigation for homebuyers exploring communities and available collections. 

Advanced Development Tools: Utilized Next.js and Tailwind CSS for high-performance front-end development and lightning-fast page load times. 

AI-Enhanced Development: Leveraged AI-assisted coding tools to accelerate development cycles, improve code quality, and enhance team efficiency—allowing XCentium’s engineers to focus on innovation and fine-tuning the user experience. 

Immersive Digital Experiences: Integration with MapBox and Matterport introduced interactive 3D home exploration and map-based navigation for an engaging buyer journey. 

Unified Data and Lead Management: Centralized lead-capture processes across Salesforce and Sitecore Forms ensured efficient routing and analytics, driving higher conversion rates. 

Optimized Performance and Scalability: Leveraging edge deployment via Vercel and Next.js ISR reduced average page load time from seven seconds to just two, delivering a faster, more responsive experience for users. 

Expected Revenue B2B Site 
$400M  
Improvement in order processing times for retailers
75% 
Decrease in Bounce Rate 
50%  
Managed Products 
8K
 

Impact: A Faster, Smarter, and More Scalable Digital Platform 

Brookfield Residential’s new composable web platform has transformed how its teams create, manage, and deliver digital experiences—empowering marketing, accelerating performance, and enhancing customer engagement. 

Key results include: 

  • Dramatic Performance Gains: Average page load time improved from seven seconds to two, delivering a faster and more responsive browsing experience for homebuyers. 

  • Accelerated Time-to-Market: Marketing teams can now launch landing pages in hours and community sites in days, increasing agility and responsiveness to market opportunities. 

  • Operational Efficiency: The SaaS-based Sitecore XM Cloud environment eliminated the need for manual upgrades, reducing maintenance overhead and total cost of ownership. 

  • Enhanced Customer Engagement: Personalized experiences powered by Sitecore CDP and Personalize—combined with redesigned community and collection pages featuring immersive 3D and map-based tools—improved buyer interaction and conversion.   

  • Unified Ecosystem: Consolidation of multiple CMS instances and external tools simplified operations, strengthened brand consistency, and provided a scalable foundation for growth. 

Brookfield Residential’s digital transformation demonstrates how composable architecture and modern SaaS technology can empower enterprise marketing teams to deliver exceptional, personalized experiences at scale. 

 

Conclusion: Building the Foundation for Future Growth 

Brookfield Residential’s transition to Sitecore XM Cloud represents a major milestone in its digital transformation journey. By embracing a composable, SaaS-based architecture, the company has gained the flexibility, performance, and scalability needed to support its long-term marketing and customer engagement strategies. 

Through its partnership with XCentium, Brookfield has unified its digital ecosystem, empowered its regional marketing teams, and delivered a faster, more personalized experience for homebuyers. This transformation not only streamlines operations today but also positions Brookfield Residential to continue innovating and delivering exceptional community experiences well into the future. 


 

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