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Newsletter - February 2009
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In the last edition of the Extension Marketing newsletter, we looked at how marketing should react in a slowing market, gave a further update on green marketing from the June newsletter, and looked at the use of social networking for marketing your company, brand and products.
In this edition, we will look at one of our projects “Onshore Torquay” that is bucking current market trends, we will unashamedly brag about our recent online marketing successes and look at Pearson & Victoria, Brunswick’s newest apartment development, including how we have transformed a portable sales centre into a vision of “park romance”. This edition’s marketing tip is to use 3D to bring your master plan to life.
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Onshore Torquay bucking the trend
$9.6 million in sales in three weeks defies current economic conditions, establishing Extension Marketing’s latest project, OnShore Torquay, as one of the best performing coastal developments in the state.
The mixed use project at Australia’s surf capital includes apartments, beach homes and land lots. Seven land lots at Onshore Torquay have been sold since release, as have all eleven townhouses.
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Scott Mitchell, General Manager – Property for Massey, said “much of the success of this summer’s campaign at Torquay has to be attributed to team work and a sound strategy. The marketing and advertising has been expertly executed by the team at Extension Marketing.”
Colliers International are the selling agents. Tim Storey, Director of Colliers International, said “Selling out all 11 villas in the current climate and over the holiday period, when clients are traditionally less likely to make a purchase, is an exceptional result.”
OnShore Torquay has been developed by Massey Pty Ltd, a company with over 20 years experience in creating high quality and well renowned residential lifestyle projects.
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Online has surpassed press advertising as an effective and efficient method of promoting properties in the past few years, and Extension Marketing is well recognised for our ability to effectively utilise this media.
Oliver Hinton, Business Manager Developer – realestate.com.au says: “Extension Marketing consistently create great online ads which deliver strong results for their clients. In fact we included examples of their work at our recent seminar series on how to get online ads to work for Property Developers.”
As well as market leading creative, we have recently been having great successes using search engine marketing and advertising on a range of non traditional websites including social networking sites.
A properly executed online campaign will be 100% measurable, is specifically targeted, and produces immediate results. There is much more to making online work for you than setting up a website and pointing a few ads at it! We ensure that we run multiple campaigns, rotate creative, messaging and calls to action to find which is the most effective for any given project.
This allows us to capture the greatest portion of the market at the lowest possible cost per lead. Making the marketing budget work at its absolute best has never been as paramount as it is today.
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Knight Frank and developers TRG are preparing for their on-market launch of “Pearson & Victoria” later this year. Pearson & Victoria is a 155 apartment development in Brunswick on Victoria Street fronting Clifton Hill Park on one side and Reaburn Reserve on the other.
Extension Marketing has been assisting Knight Frank & TRG on the project from its inception. Our largest challenge to date has been transforming a portable sales centre into a usable space that would reflect the brand and most importantly the stunning project.
We designed one of the most creative hoardings around and then lead people through a wrought iron gate, into a garden then into the display. To deal with the small space we used images with a lot of depth to make the room feel as large as possible.
If you are in the Brunswick area Knight Frank open the display at 460 Victoria St from 12-4pm Wed, Sat & Sun.
 
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Bringing a master plan to life
Anyone who has ever been involved in off the plan sales or marketing knows the importance of being able to explain and highlight the enticing future of the development.
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Extension Marketing has helped Pearl Living present their Avondale Heights development in an informative way, whilst also bringing the lifestyle aspects and scenery of the development to life.
3D visualisation, coupled with a more traditional stage plan, will help future residents understand not only what they are buying, but the riverine lifestyle that awaits them.
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Other examples of Extension Marketing’s 3D work:
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