As the first project to adopt the OpenPlans digital sales platform, the Hawthorn Park sales team has continued selling the luxurious Rothelowman-designed Melbourne project, showcasing apartments, floorplans and aspects throughout the coronavirus disruption.
Developer Dauha is on schedule to complete the new luxury apartment complex on Camberwell Road in Hawthorn East in early quarter 2021. The project includes four low-rise buildings accommodating 330 units from one to three-bedroom apartments to penthouses and double-storey townhouses.
The Melbourne-based sales team has used OpenPlans to educate Australian-based buyers and offshore investors on the project, revealing intimate details of each building and the myriad of apartment layouts, exclusive amenities including Melbourne’s first sky pool.
“Hawthorn Park is a complicated development so the OpenPlans app really helps sales consultants to easily and quickly navigate each unique floor plan,” says June Loh, Sales Manager of Hawthorn Park.
“We can conduct a pre-qualification sales appointment remotely to learn about a buyer’s budget and specific requirements before showing them which floorplans meet those needs and which apartments are available in real time.”
The physical display suite located in Camberwell allows agents to continue their sales presentations using an interactive model which easily highlights available apartments, surrounds, amenities, and building position.
Buyers are also invited to lounge in the immersive cinema room for a more relaxed look at the interiors, with life-sized projections which leave buyers feeling almost like they are in the apartment or standing on their balcony taking in the view.
Buyers can also use the app to visualise Hawthorn Park’s amenities including a private park and Melbourne’s first suspended skypool bridging the rooftop terraces of two buildings. Landscape architect Jack Merlo collaborated with Rothelowman to create the central park and a series of interconnected garden spaces including rooftop veggie gardens for residences.
“As sales consultants we’re more efficient, professional and our processes are more streamlined. We’ve noticed buyers whose first experience of Hawthorn Park is virtual via the OpenPlans app are more likely to book a follow-up appointment or request an inspection of the onsite display than if they’d inquired about the project in more traditional ways,” June says.
“Buyers are really impressed. We have DisplaySweet technology in our sales gallery and extending that to offer via a remote option allows buyers to visualise the project in its entirety. It eliminates the risk of confusion for purchasers who can get lost and overwhelmed had we relied on a paper-based system. The OpenPlans app is fast and simple. There’s no waiting to find out which floorplan or apartment is available and reduces the potential for mistakes.”
“It would not be possible to sell Hawthorn Park without DisplaySweet technology in our physical sales suite due to the nuances of the project with different buildings, amenities, features, finishes and layouts.”
“Implementing a digital platform as part of our sales and marketing strategy has been crucial while being early adopters of OpenPlans has meant we’ve been at the forefront of remote sales for new developments allowing us to reach local buyers while COVID restrictions have been in place, as well as interstate and international purchasers.”
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