Sylvania - Sydney South
A luxury waterfront development that had spent two years on the market achieving only three sales became the runaway success story of 2008 through a well-considered and strategic marketing plan. Adopting a retail approach to marketing, a high-quality “catalogue” was distributed through local newspapers to achieve mass market penetration into a defined geographic market. This strategy countered perceptions of a “white elephant” and generated a level of interest and excitement that was extraordinary given the timing of the launch – the day after the stock market Black Friday.
A complementary PR campaign resulted in editorial coverage in all national and metropolitan newspapers and television, leading to 20 sales in the first month. |
|
Leichhardt - Sydney Inner West
Seven new terraces “with a history” were relaunched into a market consumed by economic gloom. With only the first home buyer market showing signs of life the marketing challenge was to motivate buyers of mid-range homes to view and appreciate the value of the properties. Print and online media was employed along with direct mail through a high-quality poster-size flyer direct to letter box. All properties were sold within the first few months.
|
|
Maroubra - Sydney Eastern Suburbs
Three new luxury waterfront apartments were relaunched at a time when top end sales in the area had virtually stalled. To enhance the value of the properties a display apartment was installed to match the quality of the offering and entice reluctant buyers from outside the local area. Viewing numbers were outstanding and all properties were sold within eight weeks at ambitious prices.
|
|
| Given the task of marketing more than 250 properties in diverse locations across Sydney and NSW Miller Street Partners developed a unifying brand that could be modified cost-effectively for each property. The Home Sweet Home sales program was designed to be launched simultaneously with the Federal Government’s First Home Owner Grant boost. |
|
Ashfield - Sydney Inner West
16 new apartments were styled to appeal to the target Asian market with a marketing strategy built around the key attributes. With high visibility signage and a dynamic ad campaign, the project sold out two weeks after launch.
|
|
Baulkham Hills - Sydney Hills District
29 new residential apartments had been on the market for more than 12 months without selling. Miller Street Partners assumed control of marketing and rebranded the properties to broaden their appeal to first home buyers as well as empty nesters. Complete sell-out was achieved following an intense auction marketing campaign.
|
|
Guildford - Sydney Western Suburbs
13 nondescript apartments in a low-demand location required an injection of class and colour to motivate buyers. Targeted local newspaper advertising brought out the requisite crowds and the project sold out four weeks after launch.
|
|
Liverpool - Sydney Western Suburbs
With 53 unsold units this apartment block had fallen into disrepair. Unattended strata issues had led to poor quality tenancies, reducing even further the appeal to buyers. Miller Street Partners addressed immediate issues of presentation including industrial strength cleaning, painting, recarpeting and resolved management problems. Three display apartments were installed on a small budget but indicative of the potential for first home buyers. Large and vivid signage was complemented by full page ads in local newspapers and the results were immediate. New display apartments were installed progressively until complete sell-out in two months. |
|
Rockdale - Sydney South
15 apartments within a well-located apartment block had been on the market for more than 12 months, unsold. Miller Street Partners prepared a display apartment that would appeal to young buyers and developed a marketing strategy tapping both print and on-line media. Within three weeks all 15 apartments had sold.
|
|
St Peters - Sydney Inner West
Despite its near-city location 30 units had remained unsold within this poorly designed and constructed apartment complex. The marketing strategy in this instance had to be focused on the potential of each apartment to become a personal oasis within the city. Two displays were installed – one appealing to a sophisticated buyer, the other pitched at a young and funky singles market. The high quality of the fit-out combined with high visibility street signage and targeted print advertising produced a sell-out in 10 weeks.
|
|
Chatswood - Lower North Shore
The 20 units within this lower north shore development had the potential to appeal to both first and second home buyers and were marketed accordingly. Taking advantage of a prominent position street signage was dynamic featuring budget-priced though luxuriously styled display apartments. Chinese and local print media reached the anticipated market and the project was sold out in two weeks.
|
