Not Your Average Strategy
Property sells itself, right? WRONG!
In the case of Noosa Northrise, a house and land development on Queensland’s Sunshine Coast, that was certainly the issue their internal marketing team encountered.
Located north of the Noosa river, in an idyllic yet out of the way location, the property group who built the community actually went into receivership when it proved such a problematic project.
So when the receivers took ownership of the development, still with some 40 lots left to sell, they engaged us to deliver a sales and marketing strategy that would turn the ship around.
We pride ourselves on finding a marketing solution where other agencies can’t and this particular case study is one we use to illustrate that.
In the words of our Managing Director, “we don’t sell tomatoes, we sell ideas” and in this case, the idea involved stepping deep into the target market’s shoes and marketing to them through very specific channels.
Knowing that prospective buyers may be scared away by the limited access that regions north of the Noosa River have, we coordinated a B2B marketing campaign with all the 4WD dealerships and mechanics north of Brisbane and on the Sunshine Coast to target drivers/car owners who wouldn’t be fussed by the 4WD only access that parts of Noosa National Park have.
What previous teams had failed to realise was that this project attracted a niche market and by advertising in the waiting rooms of key 4WD dealerships and mechanics, we were able to generate the necessary leads for the sales team to get buyers in the door.
Generated over 100 qualified sales leads
Facilitated 40 sales of an ‘impossible’ project
Delivered a ‘waiting list’ of leads for Stage 2