The business challenge
Promoting one of Australia’s leading developers of high-end, off-the-plan lifestyle apartments
Caydon Property Group is a leading Melbourne-based property developer, specialising in high-end apartments with a focus on lifestyle.
With multiple projects in development at any time, Caydon needed a fast-paced, innovative marketing partner who was able to keep on top of industry trends and help position their business at the cutting edge of lifestyle and premium living. In addition to guidance on strategy, Caydon needed a robust platform for all their marketing activity that also reflected their high quality brand image.
Caydon sought to build unique brands and strong online presences for each of their off-the-plan projects during their design and construction, and needed lead generation that integrated seamlessly into the Salesforce CRM.
The insight
Selling the future
Selling off-the-plan apartments presents a unique challenge: convincing buyers to commit to a property they can’t physically experience. This is where cutting-edge premium marketing becomes pivotal, as it bridges the gap between imagination and reality by crafting an irresistible vision of the future.
This form of premium marketing also amplifies exclusivity and desirability. In a crowded market, innovative marketing becomes the difference between average interest and a sell-out success.
The idea
Bringing off-the-plan apartments to life
With off-the-plan apartments not physically existing in the world yet, we needed to communicate the quality and experience to prospective buyers in an emotionally evocative way.
Meticulously designed collateral and interactive display suites allow potential buyers to visualise the completed project in vivid detail in the physical world. For the digital space, this meant creating bespoke online experiences to capture this same feeling and sense of craftmanship and quality. Working closely with Caydon and their team, we created Bespoke apartments websites rich with subtle animation and unique interactive experiences.
We implemented custom dynamic floor plans, integrated with Salesforce CRM so prospects could explore every available option, and see what stock was still available in real time. Rich content was created across the website and amplifed via social media and email marketing. This content captured the essence of living in the area, and showed features of the apartments and other lifestyle aspirations that would appeal to prospective owner-occupiers. The websites were well optimised to showcase large imagery and video content, while still performing strongly in search through SEO and content creation.
Data was also pivotal to the ongoing success of Caydon. We built comprehensive, custom reporting dashboards, with detailed event tracking, clear sales funnels, and landing pages. Everything linked back to their Salesforce CRM system. Through weekly meetings and an in-depth monthly strategy review, we poured over data and identified ways to support planning sales and business activities.
Through this approach, we not only drove sales but also strengthened the developer’s brand, ensuring future projects would benefit from the same perceived value and prestige.
The impact
During our time working with Caydon, some key highlights from our activities included:
- Generating hundreds of highly qualified sales enquiries every month, pushing straight into the CRM and automatically assigned to the sales team, eliminating friction between inbound leads and sales activity
- Advertising and content marketing drove five-figure monthly traffic to the parent company and project websites and reached millions of ad impressions every month, raising the profile of the Caydon brand and its projects
- Supporting multiple off-the-plan property development projects including Atria Apartments (Hawthorn), Trilogi Apartments (Prahran), Ettaro Apartments (East Brunswick), One Lygon (Brunswick), S.T.K Apartments (St. Kilda), and Only Flemington (Flemington)
- Promoting custom innovative showrooms featuring VR and interactive displays
- Supporting growth and exploration into the expansion into hotels and the US market
- Creating online sales tools for the retail and commercial arms of the business
- Developing an exclusive members-only group, Caydon Club, which generated member codes to provide unique access to special events and limited offers.