Irving Place is a boutique land project tucked away in the leafy residential area of Para Hills. Developed by award-winning developers City of Salisbury, Irving Place was highly anticipated by locals, and quickly sold with a ‘best offer by’ sales process.
18th Street has worked with City of Salisbury for over 8 years, creating brands and land sales campaigns for 5 of their projects to date.
Despite being a small project of only 13 allotments, Irving Place presented a complex sales approach. We anticipated that the project would be incredibly popular, and we had to develop a process that would manage the fast influx of leads and offers in a fair and effective manner.
We achieved this by executing a 'best offer by' campaign - not often seen in project land sales these days. The campaign worked incredibly well, with all allotments going under contract within a week of release. In every case, the final allotment sale price far exceeded the developer’s expectations.
The media spend was very small, but City of Salisbury saw the importance in creating an attractive brand and collateral - both for sales and to uphold their reputation as a highly-regarded developer.
The branding and presentation of the material needed to reflect the family-friendly nature of the boutique development. That was achieved by creating a visually appealing brand with plenty of movement, bright colours and leafy textures.