Collectively Mirvac, Crown Group and Cbus Property have more than a century of residential construction between them. But the three industry leaders have a progressive and adaptive approach to the sales and marketing of new projects. Among them, they have released and built legacy projects, new luxury benchmarks and record-breaking results. We’ve outlined some of their most recent sales and marketing highlights below.
Mirvac – Various
Mirvac is synonymous with high-quality residential development across Australia. The diversified property group has implemented DisplaySweet technology in 10 of its projects in the past three years.
The Eastbourne, a classically-terraced high-end apartment tower positioned opposite Fitzroy Gardens in East Melbourne, was launched with a stunning display apartment where TV screens were embedded discreetly within the lush interiors to provide supporting dynamic visuals of the Bates Smart-designed project.
Launched in 2016, with more than 3,000 expressions of interest, Mirvac sales consultants were able to coordinate inspections and sales correspondence from within the DisplaySweet App, helping aid efficiency, communication and productivity with the discerning buyer and investor market.
The Fabric is a $350 million project, comprising of 400 townhouses and low-rise apartments centred around a spacious park in Melbourne’s Altona North. Showcasing the location within the 11.5-hectare former industrial site was, and remains, a priority for the sales team as potential visitors enquire on each stage as it is rolled out.
For this reason, the display, which features a full-scale kitchen, bathroom, living area and high-quality fittings and fixtures, centres around an interactive model and digital masterplan. Providing sales consultants with the tools to highlight the site within the rest of the high growth area is crucial for buyers to have context and understand the position and orientation of the services, amenities and town residences.
Buyers too can control the model at the touch of a button, animating streets, parks, amenities while seeing which townhouses remain available for purchase. TVs around the display are synched with the masterplan, which all ties in with the displays material palette and the quality buyers associate with a Mirvac home.
Crown Group – Mastery
The high-end sales apartment of Mastery by Crown Group in Sydney’s inner-city precinct is a reflection of Crown Group’s attention to detail. Potential buyers are greeted by a stunning timber model that highlights the $500 million project’s five distinct architecturally-designed buildings and position within the burgeoning suburb.
DisplaySweet has worked with Crown Group on previous projects and understands the need for a seamless and custom display experience that is befitting of the company’s quality and its luxury apartments.
To showcase Mastery’s apartment variety and resort-like lifestyle – including an infinity-edge pool, gym, spa, mini cinema and ground-floor retail precinct – DisplaySweet installed an Immersion Wall, providing sales consultants with the flexibility to use it either as a single digital screen or split for use by multiple sales consultants. TVs are also strategically positioned throughout the full-sized scale apartment that showcases the inspiration for the interplay of light and dark.
The modern and sophisticated space incorporated digital displays on walls or in lounge areas that provided sales consultants with a quick and seamless touchpoint where they could highlight and refer to key content at critical times with multiple buyer groups.
Cbus Property – The Langston
At the highest point in Epping, super fund Cbus Property is constructing a new $500 million mixed-use three-tower landmark, The Langston. The size, scope and highly visible position of the project set new ground and the sales gallery needed to reflect the future of the site.
Architectus, the project’s award-winning architectural firm, have designed the 19-, 24- and 26-storey towers with curved lines providing a softer, more organic feel than run-of-the-mill straight-edged unit blocks. The firm also designed the high-end sales gallery to reflect the façade and classic minimalist interiors that will be defined by timber veneer cabinetry, engineered oak flooring, Italian marbled porcelain benchtops and Smeg kitchen appliances. The onsite space also incorporated renders and floorplans generated by brand and creative agency, Cassette, with DisplaySweet technology.
This focus on creating a ubiquitous sales experience started in the main zone of the display, where a buyer selects an apartment to inspect, its corresponding floor plan appears on the Touchscreen, the apartment lights up in the model and the LED wall comes to life with the apartment’s breathtaking panoramic views. A lounge area with iPad and TV provided a more relaxed presentation space for buyers to peruse the amenities including the rooftop terrace, ground floor retail precinct and public transport routes.
Within a month of launching in 2018, Cbus Property sold one of the penthouses in stage one for a suburb record of $2.75 million. To date, owner-occupiers make up approximately 90 per cent of the buyers.