Bartram Mews / Property Branding & Marketing.
Launched late third quarter of 2018, Bartram Mews is a residential estate located in Success, Western Australia.
Just 30 minutes south of the Perth CBD, this ideally located property development offers a choice of 78 homesites, including small lots, family lots and boutique multi-unit sites.
Challenge.
Facing a relatively soft, albeit improving real estate market, any new estate launch needed to create cut-through in order to be noticed in such a hyper competitive sector. We undertook considerable research, reviewed competing estates and liaised closely with all stakeholders to ensure we clearly defined and understood the target markets. These insights allowed us to uniquely position the estate in the market, appealing to our target audience and prompt engagement and action.
Response.
We developed the estate naming to reinforce the location on Bartram Road, as well as offering an opportunity to draw upon local history to create a sense of authenticity. The addition of “Mews” pays homage to the sites equestrian roots and helps qualify the estate’s boutique attributes.
We then defined how the Bartram Mews brand should look and feel – personable, authentic and sophisticated. Emotive imagery paired with clean, modern type and an iconic, memorable logo all work in harmony to create a sophisticated and modern brand proposition evoking the estates premium, convenient and connected location.
Result.
The launch campaign commenced with the on-site sales office, site banners and billboards, a website and realestate.com.au project profile.
Initial results were overwhelmingly positive with qualified leads being generated immediately and over 50% of stage one sold out in just the first 4 weeks!
Over the following 18 months, we moved to an integrated sales campaign with Search Engine Optimisation (SEO), Google and Social Media Advertising as well as offline sales initiatives including shopping centre pop-ups, print campaigns and community events at the estate.
All lots in the estate sold within 2 years of launch. A genuinely sensational result in what was a difficult market and a testament to all involved in this project.
I have had the pleasure of working with Axiom since 2016.
During that time Axiom have been involved in the marketing management of two property developments. Axiom was tasked with creating branding, website, and marketing collateral for the estates.
Throughout the process it was clear they had listened to the requirements for the development marketing and had done in depth research into target audiences and the history of the development sites. Axiom were very active within the creation of all the media while adhering to a strict budget and deadline and on both occasions provided an outcome that exceeded expectations. The Axiom team were always available to discuss concepts, field questions about capability of the website and give opinions on additional marketing concepts.
I look forward to working with Ben and his team on future projects.
Noble Hodge
