We managed the full project launch for a boutique development in South Scarborough, Marbella Beachside.
Our specialised marketing team managed every detail of the launch, covering every aspect from concept to execution.
This included developing the brand identity, designing all the project collateral and website, developing a comprehensive marketing strategy (and executing), and creating all the visual assets including a Digital Display Suite with Virtual Reality.
Managing the launch of a project from the outset, our goal was simple.
Position the project well in the market. Attract the right buyers. Minimise time in the market.
When we launched Marbella Beachside in South Scarborough, we knew it was special. Ocean views. Four-level terrace homes. High-end luxury.
Our sales and marketing strategies delivered a 41% reduction in marketing costs and enabled us to sell out the development 12 months ahead of schedule.
Here’s how we did it.
Overcoming two major hurdles.
Everything in the lead-up to the launch was running seamlessly.
But as life would have it, we were faced with a major glitch.
Protect the ocean views!
Another development site directly across from Marbella was just approved and set to impact Marbella’s Ocean views and thus impact market appeal and home value.
Second, the primary target market for Marbella is downsizers.
This buying demographic often waits until a project is nearly complete before making a move. Typically speaking, this is because they need to unlock equity in their current home, so they prefer to sell and buy simultaneously.
With a pending development across the road not only did we have to create value in buying off-the-plan early – we had to minimise any perceived risk of losing their views.
There were two key components to our sales & marketing strategy to overcome these hurdles.
The upside of a long settlement, in today’s market.
And VR.
Having two properties growing to create a bigger gain.
Our solution wasn’t just about selling homes—it was about changing the mindset of downsizers.
We know this market often hesitates. But they have the greatest opportunity to benefit from market growth, more than any other buying demographic.
Here’s why.
We educated downsizers on how they could leverage the growth of two properties at once. By putting down just a deposit on an off-the-plan home, at “today’s pricing”, they could secure a future residence with no more payments until completion.
Meanwhile, their current home would continue to grow in value.
Rather than waiting to sell their home on completion, and then buying their new property, they have two properties in the market leveraging growth, with minimal financial outlay.
Putting them in a position to make a real equity on both properties while avoiding future price hikes.
Seeing the unseeable.
But that wasn’t enough. We needed to show buyers what they were getting.
That’s where VR came in.
We didn’t want buyers to imagine their new homes—we wanted them to experience them.
Instead of just showing buyers floorplans, we let them “walk” through the homes. They explored the spacious living areas. They stood on their balconies and saw the exact ocean views they would have. They interacted with spaces, made customisations, and explored different layout options.
All before a single brick was laid.
Making early customisations and seeing the home come to life was a big deal for clients knowing exactly what they were buying and creating a home that suited them perfectly.
But as you may recall earlier…we had a development across the road to contend with.
In the VR experience, we superimposed the proposed development, showing buyers exactly which views would be impacted if the project went ahead.
This feature was a game changer.
By eliminating the fear of the unknown, we gave buyers the clarity they needed to make informed decisions—whether to accept the potential changes or choose otherwise.
It was far more effective than leaving them to imagine the worst-case scenario.
The VR experience as a whole helped remove buyer hesitation, speed up decisions and lead to higher sales conversion during the off-the-plan construction phase.
Measuring against off-the-plan sales that would normally happen during the “slow phase” of construction, we saw a 743% increase in sales conversions for Marbella, with every buyer using the VR as part of their buying experience.
Pre-release event created two sales.
Before the official launch, we held an invitation-only pre-release event at European Ceramics who are supplying all the gorgeous finishing materials …travertine stone, bathroom tiling, outdoor kitchen porcelain and more.
We created one big showroom for Marbella and built a glamorous event around this project, with a Mediterranean culinary experience.
This event wasn’t just about handing out brochures. It was about letting people experience the homes, the beautiful finishes, and the opulence of the designs.
Invitation only meant exclusive.
This was a room full of hand-selected people who wanted “first grabs” at these ocean-inspired terrace homes, before they were released to the market.
Our intention with the event was to position the project with luxury intent, while creating a VIP access experience to increase demand.
It worked.
Two sales before we even launched.
By creating a room full of VIP buyers, we generated two sales from purchasers overseas who couldn’t attend.
But they didn’t want to miss out on the home design they wanted.
41% reduction in marketing costs.
All of our strategies worked in tandem. And fast.
In less than 12 months after launch, 65% of the development was sold—far earlier than expected for downsizers, who usually buy closer to completion.
Not only that, but we executed multiple price increases, maximising returns for the developer. The strong early sales also reduced the perceived risk of the development across the street, diminishing buyer hesitation.
With the early sales success, this allowed our client to reduce marketing spend by 41%.
We also created scarcity to drive demand.
Marbella’s unique offering and strong interest meant that we also had an opportunity to create more demand by creating a staged release strategy.
We used this as an intentional marketing campaign.
And it had the desired effect.
Another sale closed quickly, driven by fear of missing out.
And we also attained a higher selling price.
In a rising market with limited supply—and Marbella’s one-of-a-kind appeal—it was crucial to have a well-thought-out pricing strategy.
This approach maximised returns for our client, with every touchpoint from marketing to sales aligned with the strategy.
With the Perth market continuing to grow and construction moving closer to completion, we expect demand to continue to increase the value of these premium ocean-view homes.
AND NOW …FULLY SOLD, 12 MONTHS AHEAD OF COMPLETION
Creating a luxury brand for a unique product.
To make all of this possible, Marbella Beachside had to stand out as a truly exclusive boutique beachside community.
Unlike traditional apartment living—Marbella offers premium four-level terrace homes with up to 365 sqm of internal and external living.
Each residence provides the feel of a standalone home with expansive ocean views, multiple living areas, and private outdoor spaces, offering far more value and lifestyle flexibility than a typical apartment, and delivering a high-end coastal lifestyle.
Our marketing focused on highlighting the high-end finishes and bespoke designs. European Ceramics, the material supplier, played a key role in this. Each buyer was personally involved in the design and finish selection process at their showroom, allowing them to tailor their homes with premium materials.
We involved the architect and key design teams, integrating them into the buying process to give buyers insight into the bespoke design and finishing material selection.
This personal involvement added another layer of exclusivity and connection to the product.
Beautifully designed flipbooks showcased the exceptional finishes, layouts, and the seamless integration of style and function.
These materials weren’t just marketing materials—they were an experience, giving buyers a clear vision of what life at Marbella would be like.
Want to maximise the returns on your project?
At Marbella Beachside, our goal was to give buyers the confidence to act early.
We achieved that by showing downsizers how they could strategically leverage the market, combined with an immersive Virtual Reality experience that let them inspect the homes and ocean views, without waiting for completion.
The pre-release VIP event was a great strategy to brand position the project and secure early sales for the developer.
Want the same results for you development?
Want the same results for your development? Let us show you how our unique strategies—including Virtual Reality and targeted marketing—can help you sell off-the-plan homes faster, engage your ideal buyers, and maximise your returns.
Get in touch with us today to make your project the next success story.
