One real estate agency has set a new benchmark in the prestige property market by creating a unique marketing campaign.
Barry Plant Manningham set a new sales record for Warrandyte South in Melbourne for the sale of 6 Green Ridge. It achieved a figure in excess of $5.5 million, exceeding the vendor’s target price by a substantial margin.
Director of Barry Plant Manningham, Spiro Drossos, said the campaign’s brief was to engage extensively with wealthy individuals.
In a bid to do this, the agency ran ads in premium real estate publications and launched a series of innovative mainstream and social media initiatives.
“It was extensively promoted on digital media and international property sites, and went viral on social media inside the first 24 hours,” Mr Drossos said.
“We got a lot of editorial coverage around the property. We also thought outside the box and advertised in the Financial Review and overseas websites that target high-net-worth individuals.”
Mr Drossos said the campaign attracted almost 95,000 hits on various portals and reached 24,000 people on the agency’s Facebook page.
Drone footage uploaded on YouTube and Vimeo attracted more than 10,000 views.
“The multi-faceted approach ensured all active buyers were reached multiple times during the campaign,” Mr Drossos said.
“Buyers were then qualified via a tailored interview process, adding to the exclusivity of the property.
“Only qualified buyers were invited for a personal viewing of the residence, ensuring each buyer could fully appreciate the property’s countless features and highlights.”
Listing agents Sam and Adele Kocuk – who specialise in high-end properties – were on board to assist with the campaign.
“Sam and Adele attended every photo shoot,” Mr Drossos said.
“They worked with the photographer to ensure they captured the essence of the property. They met with the floorplan artist on site to describe each room’s purpose. They worked with the copywriter, who went through a three-stage process to ensure they maximised every benefit of this high-end property.”
Mr Drossos said it is important to ensure a listed property is unique and stands out from the crowd.
“We don’t buy into the one size fits all philosophy. We look at the strength of the location, the unique aspects of each property, and what gives it an edge in the market.”
The campaign’s success landed Barry Plant Manningham the Residential Marketing Award (budget over $10,000) at last week’s 2016 REIV Awards for Excellence.