Would you like a $76,000 BMW with that?

One agency is offering free cars to potential buyers in a marketing campaign that includes cross-promoting by the dealership.

Melbourne office RT Edgar Toorak has been handed a valuable marketing tool as it tries to sell all 18 apartments in the One Irving Road development.

The first five buyers will receive a BMW i3 as well as a 15-amp charging station, valued at $76,000. Subsequent buyers can purchase a BMW i3 at a discounted price.

Director Mark Wridgway told Real Estate Business that one reason for giving away electric cars is to highlight the building’s seven-star energy rating.

The building’s sustainability measures include double-glazing all the way through and a rainwater harvesting system, Mr Wridgway said.

Another reason for the giveaways is to get people talking.

“It’s obviously to help drive sales, but more importantly it’s about having a point of difference that we think, from our target audience’s point of view, will be well received,” he said.

The developer has done a deal with BMW Melbourne, which will also include cross-promotions to generate even more interest, according to Mr Wridgway.

Sales start on 1 June, with prices ranging from $1.55 million to $4.25 million.

Mr Wridgway said he was handed the listing because he had worked with the developer and architect on previous projects.

“I’ve helped mould and sculpt this building in making sure that it has maximum appeal to what the marketplace wants.

“They see me as an asset to the project and to the sales campaign, rather than an expense.”

The free cars will be provided on day of settlement and will be waiting in the apartment’s parking space for the buyer to collect.

The car park will be wired so all residents can use electric cars, while the apartments will feature natural stonework, oak floors, electric blinds and Miele appliances, Mr Wridgway said.

[Related: Superstar agent targets $23m sale for Toorak ‘trophy’ home]


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