A joint-venture brand and marketing campaign to support both the development and sale of three premium property developments in desirable Boscombe.
Juno Developments and Bay View Developments, two established Dorset-based businesses, approached Make Studio to build a marketing campaign to support the launch of a new joint venture business. Their aim was to develop their position and sell three new premium apartment buildings based in Boscombe. The project was awarded to Make Studio based on our long-standing property marketing expertise.
With our studio based in Boscombe we were able to demonstrate our understanding of this up-and-coming area and our genuine experience of the culture and vibrancy of the town. The project kickstarted by identifying the new joint-venture business name and creating a memorable brand. From here we began marketing the development and creating an effective brochure website and alongside memorable marketing campaigns. The client also had the vision to maximise off-plan sales ahead of completion of the development.
Raising the bar
The Exton Gardens development comprises of seventy-four luxury one and two bedroom apartments, complete with a leisure complex, swimming pool and gym. The apartments span across three existing buildings and provide the only site with a spa in the area. The development sits in an idyllic location situated just a few minutes walk from the beach and with beautiful views of Boscombe Gardens.
The properties value between £180,000 and £400,000 and are available through Help-to-Buy Scheme. These luxury apartments are also set to create a new standard for properties in the area in terms of building quality, interior finish, and resident facilities.
Reflecting heritage in design
The project launched with a discovery workshop series with the joint venture development owners, along with representatives from the appointed estate agents. The aim of this scoping workshop was to capture the ambition of the development, understand the target audience, learn the history of the site and identify the unique sales proposition. The phased sales timeline was a key consideration, as each of the building developments were to be released to market as they were completed, and the marketing strategy needed to be structured around this. It was vital to the client that we found a way to maximise the off-plan sales opportunity whilst the pre-launch development stages continued.
Identifying the project name required further research, and by looking at the land registry of the site and history of the plot, we were able to trace the building back to its creation in 1890. The records showed that in this year, a Mr Exton commissioned the development of a ten-bedroom house named Lindon Vale. In 1918 his son Leo Exton reinvented and renamed the building Lindon Hall Hydropathic Hotel. The hotel soon became a successful Victorian luxury retreat because of the spa’s popular rejuvenating qualities. Through spending time on site considering the building’s surroundings and views across Boscombe Gardens alongside our research into the history of the plot, it became clear that both of these factors needed to be at the heart of the final brand identity.
Showcasing premium quality
Following our extensive research, the brand identity of Exton Gardens was proposed to the client and well-received. The brand took inspiration from the building’s history whilst incorporating its modern presentation and contemporary facilities. The logo uses classic typography set against a modern image of a diver, bringing the new onsite spa to the forefront of the development’s identity. Our designers expanded this identity to create full brand roll assets, including promotional hoarding, flags and magazine and newspaper printed advertisements. The photography used throughout all assets of marketing material showcased the high standard of finish throughout the apartments, while highlighting the lifestyle potential of the surrounding area and scenery. Our photographers captured images, including drone photography, to illustrate the quality of the properties and their close proximity to Boscombe seafront.
As the promotion of the sites needed to align with the release of each development, we also created a printed brochure series to accompany each property’s release to market. We curated the Exton Gardens website, implementing a schedule of release in line with the staged rollout of the properties. The website features views of individual building and apartment brochures, including floor plans and evocative interior images. We also integrated contact forms within the site to feed through unique identification numbers linked directly to the appointed estate agents to help effectively manage incoming sales enquiries.
Absolute results
A key part of our strategy was raising the profile of the development before work on the building had even commenced. To create high visibility of a recognisable, aspirational brand entity, the spa image was rolled out across pre-launch media, including online banners, advertising in local publications and 45metres of hoarding, all aimed at building awareness and influencing potential prospects. As a result of this, Exton Gardens off-plan sales were hugely successful. On the day the sales office launched, a large turnout of informed prospects were in attendance. The sales team achieved seven instructions to purchase within the first twenty four hours, going on to sell all seventy-four apartments off-plan; an outstanding and surpassing result.
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