• Grace Tarneit

The Objective

Client Landcore

LandCore purchased a block of land in the west Melbourne suburb of Tarneit. Their intent was to develop the land and transform it into a land estate of over 300 lots, which competed with several other land estates in the area.

LandCore wanted to sell this land within a timeframe of 2 years, primarily to a market of local owner occupiers and investors. To achieve this, they needed a brand for the estate that differentiated it from its competitors and an advertising campaign to acquire qualified leads.

The Work

Grace’s 311 lots were significantly less than the 600+ lots of its competitors, so Barking Bird took advantage of this and designed a brand with a more premium offer. The Grace Tarneit brand was elegant and focussed more on being boutique and high-quality than the competing land estate brands. And this was reflected in the brand assets we created for them. 

Barking Bird also designed and built a custom website to support the estate’s online lead registrations. The interactive masterplan illustrated to visitors in real-time the availability of lots and their position within the estate. The website also featured a general overview of life in the area, supported by a news section, video, photography and 3D renders.
In the back-end, a house and land section allowed sales agents to upload house and land packages and pull them through to the front end as they became available. A design guidelines section was also built into the back-end to show whether buyers’ home designs met the criteria set by the estate.
To attract leads, Barking Bird managed a high-impact advertising campaign via channels such as Facebook, Google AdWords and realestate.com.au. And ran a content strategy parallel to this, which drove traffic to the website.

The Land Sales Office, which was designed by Barking Bird, provided visitors with an engaging buyer journey to learn more about the estate. An interactive display table within the office gave prospective buyers a helicopter view of the estate to browse the Masterplan, stages and lots available.

The most innovative element of the Land Sales Office was the wall of test tubes, each containing soil from the buyer’s respective land lot. This purchase gift, which they received upon signing their contract, was symbolic of their home journey and gave buyers a piece of home to take with them while they waited to settle on their land. This gesture was not lost on any of the buyers and it proved to be among the key differentiators for the brand.

The Results

Sold out

all its land lots, against a forecast of 2 years

Sold out

Stage 1 in a matter of days

Top selling

land estate in Tarneit for multiple months

 

Top 30

land estates to generate the most enquiries on realestate.com.au in 2017

$58

Facebook advertising CPL achieved

$120

Google AdWords CPL achieved

“The response from the market to this estate was incredible. Barking Bird’s creative and strategic input was key to its success. I was thrilled with the results we achieved and the speed with which we achieved them.”

Sal Scrivano, Director - LandCore

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