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When it came to selling apartments in his new, high-end development Ducale, Frank Developments managing director Frank Licastro knew he needed to attract qualified leads with considerable budgets, while at the same time preserving his own marketing spend.
A collection of 26 premium homes—some over two storeys and some with private pools—Ducale will include luxury facilities such as a roof-top pool, dining and entertainment areas and a state of the art gym.
The BYculprit-designed development oozes elegance and simplicity, honouring the existing architecture of Teneriffe and capturing the suburb’s village feel: factors Frank knew were always going to attract a specific type of off-the-plan buyer.
“Our core focus is high-end residential,” he said.
“We wanted to narrow-down our buyer-pool to focus on those off-the-plan buyers in particular, while also keeping our marketing budget protected.”
With confidence in the product, Frank Developments’ marketing strategy was to maximise RoI by pinpointing the right type of buyer on one listings portal, which would launch at the same time as hoardings went up on site.
“Apartments & Developments was the only listing platform we used to promote Ducale, purely because we knew we could access those top-end buyers with a genuine interest in the property.”
He said after just over three months listed on Apartments & Developments, Ducale was 80 per cent sold out, and all of those sales came from the Apartments & Developments website, a-d.com.au.
“We are very pleased with the result,” Frank said.
“Construction has not even commenced yet and we have already secured buyers for most of our apartments.”
Frank said it was important that the right potential purchasers were targeted during the sales campaign—people who were looking to buy off-the plan in the Brisbane area.
“I live locally and work locally, so community is a strong focus for us,” he said.
“Apartments & Developments allowed us to speak specifically to motivated, top-end buyers who were in the market for the high-end residential properties we build.
“The listing portal’s strong connection with off-plan buyers in conjunction with street-level advertising worked together to create a buzz and a call-to-action, and convert that into sales.”
One of the ways Apartments & Developments helps developers connect with buyers is through collecting detailed information on their lead capture forms.
“It’s really comprehensive information,” Frank said.
“Not only is it the basic contact info but we can also see when they are looking to buy, what their budget is, and what type of buyer they are.
“It allows us to have the right conversations with the right buyers at the right time.”
Beyond utilising Apartments & Developments access to high-end buyers who were in the market to purchase in off-the-plan developments, Frank said AD Group’s Showcase display suite solution was a must-have when helping buyers imagine the space.
With content on LED walls in the Showcase immersion room controlled by the Ducale sales team, buyers were shown views from their actual apartment, taken through floor plates and floor plans and shown local amenities.
Frank Developments said AD Group’s Showcase digital display suite software, combined with the quality leads delivered by the Apartments & Developments listings portal, proved value for money in what is a challenging market.
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