Project Overview

The Albany, a luxury apartment offering by PAYCE in the heart of sought-after Crows Nest consists of 60 apartments set above a new ground floor retail precinct including a next-generation Coles Supermarket along Willoughby Road. This retail precinct will offer residents the best in convenience and amenity in the heart of Crows Nest village and create a unique and appealing environment for the greater community.

The Albany’s marketing strategy developed and delivered by Boston Marketing in conjunction with The Property Agency, focussed on the 60 elegantly appointed apartments. These apartments set a new lifestyle benchmark by offering sophisticated design and outstanding amenity.

The one, two and three bedroom apartments range in price from $790,000 - $4 million and the primary target market was local owner-occupiers, specifically downsizers and empty nesters. The marketing for Stage One was offered to VIP Clients and external agency networks and resulted in strong sales.

The marketing strategy comprised a video that featured the theme of “Live Life Local” and this brand story continued through an integrated marketing campaign with hoarding, website and a digital campaign continuing.

Organisation

PAYCE

 

Team

PAYCE - Developer
Boston Marketing - Sales & Marketing
The Property Agency - Marketing
BINYAN - Computer Images
Ionic Management - Project Manager
Turner - Interiors Architect
Nettletontribe - Architect
Paynter Dixon - Construction

Project Brief

“Luxury in the making and Live Life Local” these are the words that describe the strategic positioning and driving vision behind The Albany. Perception is everything when it comes to marketing in a congested property market. And when you’re trying to showcase a luxury development, you really need to make a good first impression with quality marketing collateral to make the right impression.

The branding, imagery and colours are derived from luxury and lifestyle brands such as Tiffany and Louis Vuitton. Marketing a luxury apartment isn’t just about selling its most distinctive features. It’s also about creating a certain prestige that sparks desire among interested buyers.

Project Innovation/Need

Excellence comes from a focus on design. Excellence comes from building loyalty and retention. Excellence comes from discovering a content niche. Excellence comes when targeting the right audience (aka bigger isn’t always better). Excellence comes from tying content to new audiences.

All these elements have been at the forefront when designing the marketing campaign for The Albany, Crows Nest.

Working in conjunction with our in-house sales team and our agency network, we developed a VIP list of 150 potential buyers and a much broader list of several thousand. Each VIP was sent a personalised direct mail that had a video embedded showcasing the development and encouraging the recipient to make an appointment. The email was followed up personally by a sales team representative and the campaign resulted in 50 appointments with a very high conversion rate.

Design Challenge

It is fundamentally critical to create a distinctive aura and mystique about each and every luxury residence. High-end buyers are interested in purchasing not just any property but rather a “lifestyle residence” that piques their interest and incorporating this “lifestyle” marketing strategy is key to the successful sale of luxury apartments.

Boston Marketing worked with The Property Agency to develop a brand that was aimed to be positioned above any planned and existing projects in the suburb in terms of perception of quality, luxury and location.

The visual branding identity including all marketing collateral, advertising, signage and sales display suite, took on a luxury and lifestyle brand experience that was engaging, dynamic and unique. This set The Albany apart from other projects launched at the same time.

Effectiveness

VIP Campaign for Stage 1 (February 2018 – April 2018)

The Boston Marketing Team focused on their agency partner network and direct local enquires, which offered a pressure free experience for prospective purchasers as the display suite was not open to the general public. This campaign was delivered by hosting a number of private appointments for VIP guests that were one-on-one meetings at the display suite located close to the site.

This initial VIP Campaign resulted in 35 percent of the apartments being sold. In April 2018 a broader campaign was launched through the Boston Marketing agent network and a series of VIP events were held resulting in strong sales.

Promotional Activities included:
• VIP EDM Invitations.
• Electronic Distribution Email campaigns – to Agency network.
• Agency Special viewings.
• Individual Meetings and consultation.
• Hoardings around the site.
• Local Display Suite.
• Public relations campaign.
• Neighbour mail drops.
• Website.