Bloor Homes – Building a legacy of quality
Established in 1969 by John Bloor, Bloor Homes is one of the UK’s largest privately owned housebuilders. As a family-run company, it is committed to constructing high-quality, well-designed homes that stand the test of time.
Bloor Homes takes pride in selecting prime locations near amenities, transport links, and green spaces, ensuring communities can thrive. Their homes feature bright, open-plan living spaces designed for flexibility and comfort.
The company’s dedication to excellence has earned it a five-star rating from the Home Builders Federation for seven consecutive years, reflecting its commitment to customer satisfaction and high-quality craftsmanship.
Reimagining the Bloor Homes buyer journey
Bloor is set to embark on a comprehensive digital transformation strategy in partnership with Crimson. The goal is to enhance the customer experience at every stage, from first enquiry through to aftercare. The programme reflects Bloor’s focus on innovation, operational efficiency, and long-term growth.
Bloor Homes needed a digital partner with a deep understanding of the homebuyer market and strong expertise in digital customer experience. Crimson was selected for its proven success in the homebuilding sector, with tailored Microsoft-based solutions, pre-configured accelerators and a collaborative delivery approach that empowers internal teams.
The programme will reimagine how Bloor engages with prospective buyers, boosting conversion from enquiry to completion, whilst delivering a seamless, customer-focused aftercare experience. Operations will be streamlined across the sales cycle and customer journey, driving greater efficiency and consistency.
Bloor’s key requirements
Bloor Homes identified three key areas of its operations: Marketing, Sales, and Customer Service.
1. Marketing Excellence
Bloor needed a marketing platform built for the unique demands of the housebuilding industry, with capabilities that include:
- Advanced Campaign Management: Running timely, targeted campaigns aligned with development launches, regional activity, and customer lifecycle stages.
- Segmentation and Persona-Driven Engagement: Leveraging data to segment homebuyers by demographic, behaviour, and intent to personalise messaging and drive engagement.
- Real-Time Insights and Automation: Enhancing visibility into campaign performance while introducing automation to improve enquiry handling and follow-ups.
2. Sales Efficiency & Growth
To improve conversion rates and reduce admin burden, Bloor’s sales teams required a solution that supports:
- End-to-End Lead Management: Seamless tracking from initial enquiry through to reservation and home completion.
- Conversion Intelligence: Greater visibility into which sales and marketing efforts are driving outcomes, enabling more informed decision-making.
- Process Automation: Streamlined workflows that minimise manual input, eradicate duplication of efforts, and increase efficiency and consistency with sales journeys.
3. Elevated Customer Service & Aftercare
Recognising that the customer experience extends well beyond handover, Bloor outlined the need for:
- Enhanced Case Management: Real-time visibility and coordination of service issues, including snagging, defects, and warranty requests.
- Mobile-Ready Tools: Empowering on-site teams and field operatives with mobile solutions to log, manage, and update customer cases from anywhere.
The Solution: Powered by Microsoft, delivered by Crimson
Crimson will implement an integrated solution centred around the Microsoft ecosystem, powered by:
Microsoft Dynamics 365
- Sales: Supports the full lead lifecycle, from initial enquiry through to reservation, guiding teams through a structured, efficient sales process.
- Customer Service: Enables post-sale engagement through effective case management, field service coordination, and proactive homeowner communication.
- Marketing (Customer Insights): Facilitates campaign planning and automation, using persona-driven segmentation to engage the right audiences at the right time.
Power Platform
- Power Apps & Power Automate: Delivers custom apps and automated workflows that replace manual, paper-based tasks with streamlined digital processes.
- Power BI: Offers real-time dashboards and analytics to provide clear, actionable insights across sales, marketing, and customer service.
Microsoft Copilot
- AI-Powered Assistance: Embeds generative AI into daily tasks to help teams draft communications, summarise service cases, and detect customer sentiment and behavioural trends.
Microsoft Fabric
- Unified Data Analytics: Brings together customer, marketing, and operational data into a single platform to enable predictive insights and support long-term strategic decision-making.
Together, these technologies will create a connected, intelligent environment that addresses Bloor’s current priorities while preparing the business for future innovations, such as virtual home tours and AI-powered customer journey mapping.
Expected Outcomes: What success looks like for Bloor
Crimson’s tailored solution will deliver a range of high-impact outcomes for Bloor Homes:
- Faster enquiry-to-completion conversion: By enhancing tracking, automating key workflows, and creating a more seamless sales journey, Bloor will reduce the time between initial enquiry, reservation, and final home completion.
- Enhanced customer service: Greater visibility and responsiveness across snagging and service issues will enable Bloor to proactively manage customer issues and deliver a world-class post-sale experience.
- Improved efficiency and time savings: By removing manual processes, eliminating duplication, and increasing automation, the solution is expected to save thousands of hours annually, empowering Bloor teams to focus on complex, human-centric tasks that require creativity, judgment, and personal engagement.
- Lower cost to serve and greater scalability: More efficient operations and smarter resource allocation will reduce per-customer servicing costs, improve margins, and provide the operational flexibility needed to support regional expansion.
- Scalable growth enablement: With streamlined systems and better insights, Bloor will be well-positioned to deliver on its ambitious growth targets while maintaining high service standards.
Jordan Wheat, Sector Development Director, Crimson, said:
“We’re thrilled to be partnering with Bloor Homes as we enter the mobilisation phase of this ambitious digital transformation. We’ll be aligning teams and establishing a collaborative governance model to ensure seamless delivery. Our mobilisation approach includes structured onboarding, resource planning, and programme milestone alignment to set a solid foundation. Running cross-departmental discovery workshops will also help us capture user stories and pain points, whilst working in agile sprints will enable early feedback and phased deployment across Bloor’s national footprint. It’s a future-focused transformation, and we’re excited to bring it to life with Bloor.”
Mark Powell, Group Marketing & Sales Director, Bloor Homes, commented:
“Delivering a great Customer experience is paramount to the success of the Bloor brand. In working with Crimson to implement the Microsoft solution, in further digitising our ways of working, we strive to streamline our colleagues’ activities to allow them to make the marketing, sales and service process less manual and more personal.”
Paul Keen, IT Director, Bloor Homes, said:
“We are looking forward to the improvements the Microsoft solution is going to give the business and how we, as Bloor, can better leverage our Data and AI to drive leading experiences for our colleagues and customers.”
The future of homebuying with Bloor
The strategic partnership between Crimson and Bloor Homes marks a landmark moment in Bloor’s digital evolution, propelling them into an era of innovative home-buyer experiences. Stay tuned as Bloor Homes enters this new and exciting phase.