The marketing campaign for a property located on the famous street used in TV drama Neighbours has won a top real estate award.
The house on 3 Pin Oak Court, also known as Ramsay Street, in Vermont South won the Residential Marketing Award (Budget between $2,000 to $10,000) at the recent Real Estate Institute of Victoria’s (REIV) Awards for Excellence.
The carefully planned campaign maximised media and internet coverage and resulted in a sale price that was $127,000 over the reserve.
General manager for Barry Plant Monash Group Mitch Palmer, who spearheaded the campaign, said he and the entire Barry Plant Monash Group were thrilled to receive this award.
“We put in a lot of care and attention to detail to every element that makes up a successful marketing campaign for all of our clients,” Mr Palmer said.
“The marketing budget for this campaign was just over $7,000, but I believe that with all the media attention and publicity generated, the campaign was worth in excess of $50,000.
“The proof that our campaign reached its target market is that the buyer was actually a UK-based investor, a passionate Neighbours fan, who now owns two houses on ‘Ramsay Street’.”
The property was sold at auction in February this year in front of a record crowd of more than 300 people, with eight competitive bidders on the day.
“Without our far-reaching campaign we would never have found the ideal buyer – a cashed up, emotionally committed buyer, who paid $867,000 for the property, which was $127,000 over the reserve.
“Our goal to maximise buyer interest for every one of our clients’ properties in the most cost effective way is being achieved, and it’s great to get industry recognition for this,” he said.