Bennett Quarter / Properting Branding & Marketing.

If you are launching during a hectic construction boom born of government COVID stimulus, a boutique estate needs to be positioned not just differently, but intelligently. It must be noticed above the mega-estates marketing $$ spent by the large multinational developers in this hyper competitive corridor and then resonate with the intended markets.

We undertook considerable research, reviewed competing estates and liaised closely with all stakeholders to ensure we clearly defined and understood the target markets and what will motivate them. These insights allowed us to uniquely position the estate in the market, appealing to our target audience and prompt engagement and action.

We developed estate naming that effectively leverages the location of Bennett Springs, and by adding the suffix ‘Quarter’ it supports the brand narrative we are creating to highlight the estate’s boutique attribute, thereby implying a premium, bespoke offering.

We then defined how the brand would look and feel – natural, authentic and sophisticated. We crafted a french provincial inspired logo, befitting of the estates proximity as a gateway to the gourmet delights of the Swan Valley. This was supported by a brand platform featuring custom illustrations, bright, natural colour palette and authentic photography all working in concert to create a compelling proposition.

A month prior to releasing Stage 1 pricing publicly, the sales campaign commenced with a typical ‘Registration of Interest’ strategy, large double 6 m x 3 m onsite billboards, project website, digital advertising and social media campaign focused on lead generation and brand awareness.

With only a modest media budget, we created two highly targeted campaigns and in just 30 days achieved over 230 registrations for just 31 lots, not a bad ratio! Those that registered their interest were provided project information through personalised Email Marketing and were provided the opportunity to purchase prior to the public sales release, resulting in immediate sales.

Based upon the success of the first stage, the developers brought forward the release of Stage 2, we refined our campaign strategy, resulting all 34 lots being sold out in record time.

Stage 3 was the grand finale of our marketing strategy. We crafted a highly targeted pre-release campaign emphasising the limited availability of the final lots to stimulate genuine FOMO. The result surpassed all expectations, with all 21 lots released for Stage 3 were either on hold or already sold before the public release.