As a previous client of Breadbox Marketing, the team at Hilburn Constructions re-approached the agency with five new residential developments ready to be sold off the plan. They were set to dive right into a very competitive market during a Perth property lull; therefore, needed a strategic marketing plan to lead the way.
Following a review of the current brand hierarchy, Breadbox Marketing identified the need for a new brand that could exist as a dedicated sales platform for the five developments. Hilburn Developments became an umbrella brand and Banrock Residences, Insite Living, Centre Apartments, Amber Living, and Parkview Terraces were each given their own identity based on the area, audience, price point, and unique features.
Along with their own brand, Breadbox Marketing also created a website for each development, internal signage, external signage, and print collateral. This material was used to support the digital advertising campaigns that were planned to reach key audience segments.
The integrated digital advertising plan included:
When the first development was launched to the public, there were 43 enquiries within the first two weeks and the first sale was made within the first week of advertising. With a product category that shows longer lead times in purchase decisions, the results are only expected to grow.
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