Our Think Process
Upper West Arana Hills is located approximately 13km from the Brisbane CBD and is the heart of the North-West growth centre of Brisbane. The development is comprised of 26 three storey architecturally-designed terrace homes with views of the Bunyaville Conservation Park, whilst being surrounded by local schools and major shopping centres. Following our research, we identified challenges such as competition from new developments and limited exposure from the main road to the development site. We also identified key opportunities such as the suburb’s ranking as one of Brisbane’s fastest selling suburbs and demand for large family sized homes. Equipped with a comprehensive understanding of the market and the development, we created a luxurious brand to attract families and professionals looking for style, space and functionality.
We undertook a presales marketing approach for Upper West which included uncovering the lifestyle benefits of Upper West. We identified competitive strengths of Upper West from the luxurious design of the terrace homes and the accessibility to amenities, schools and main roads. The insights formed the strategic foundation to develop the brand’s identity and messaging platform. Upper West’s identity celebrates the ultra-modern lifestyle and unique design of the development and its connection to the natural surroundings.
An Innovative Solution
Our presales strategy included a soft and hard launch into the market. The team prepared marketing assets including the logo design, brand identity, comprehensive marketing brochure, floor plans, 3D Renders, well designed lead generating website, billboard signage and an automated email marketing campaigns. This was followed by detailed marketing plan and budget forecast including online marketing, social media marketing, print and public relations to generate presales awareness and attract new leads for Upper West.