Norfolk / Property Branding & Marketing.
Property branding to pine for…
- Discipline
- Industry
Norfolk is a bespoke collection of private and luxurious residences designed to embrace the quintessential Cottesloe lifestyle. A limited release of just 7 individual freehold homes.
Axiom were tasked with developing the brand and property marketing for this quality project by Locus Development Group. Locus strive to create unique places that weave locality and character, and in turn, deliver lasting value.
Challenge.
Situated within the highly desirable suburb of Cottesloe, this small in-fill project presented a rare opportunity to acquire an architecturally designed new home.
Norfolk Residences offer contemporary and sophisticated coastal living in an exclusive sanctuary between the river and the sea.
Detailed research, review of competing properties and close stakeholder consultation allowed Axiom to clearly define and identify our primary target markets and develop a property brand and content befitting the unique project offering.
Response.
The insights gathered during this Discovery phase allowed us to uniquely position the project in the market, creating a value proposition that would be appealing to our target audiences to create engagement and action.
Axiom developed the name Norfolk to own a unique identifying attribute of Cottesloe – the Norfolk Island Pine. We then defined the brand’s look, feel and personality; bespoke, contemporary, bare-foot coastal luxury.
The launch campaign commenced with site billboard and hoarding, and the project website. This was followed by realestate.com.au digital advertising and social media lead generation campaigns, focused on creating brand awareness and a sense of urgency around the limited opportunity to a highly targeted and qualified audience.
Result.
The realestate.com.au digital advertising and social media campaigns together with direct mail marketing collateral, drive enquiries to the project website where prospective buyers can register their interest, download sales brochure and be contacted by the sales agent.
The lead generation campaign has generated significant genuine buyer enquiry and demand.
