An important part of marketing property properly is getting the language and tone just right to suit the project and its target audience.
We believe it is possible to shift product without devaluing a brand. Discussed here, is an example of a press ad projecting value and affordability whilst staying ‘within brand’.
Allison Gardens is a high-quality new apartment project in the heart of Essendon. A leading Melbourne property developer tasked us with the challenge of moving the remaining stock after there had been a stall in sales.
The apartments’ ongoing benefits included the First Home Buyer’s Grant, stamp duty savings and a generous furnishings package. These savings were not new; they just weren’t getting noticed – especially on the relatively dearer 2-bedroom stock.
To drive enquiry to the website, we needed a benefit driven hook to cut through the usual surrounding property wallpaper. The concept of the ‘money topiary’ was intended to play on the ‘garden’ aspect of the name in a tasteful and relevant way.
A seemingly ‘trimmed priced’ without actually saying as much.
On its first run in a major real estate guide, the ad generated phenomenal enquiry – noticeably more than the sales team had previously been averaging each weekend. Of those, several were quickly converted to sales on 2-bedroom apartments and, within just one week, the remaining stock was all but sold out – far exceeding everyone’s expectations.
This proves that tactical sales campaigns don’t need to shout (using typical retail and discounting type language) to get noticed and get results.