Helping Country Garden Launch Windermere and Sell Out the First Two Stages
Windermere is Country Garden’s flagship project, nestled within the suburb of Mambourin. At completion, the 363-hectare project will consist of over 4,000 homes. To help with the project launch, Country Garden’s general manager of marketing reached out to Judi Carr, the director of Property Republic.
The Country Garden team needed an extra set of hands in the set up of Windermere, from the activation strategy and competitor analysis to creating content and liaising with external suppliers.
Judi drew from her experience at project launches to help Windermere achieve its goals, and supported the Country Garden team to achieve sell out success of the project’s first two stages.
The Approach
Judi and the Property Republic team arranged for a project set up meeting where essential details were covered, including people who are involved in the project, the accomplishments so far, the assets available at their disposal, and the tasks that needed to be completed.
These tasks included:
Activation strategy
When the activation strategy was set up, a brief that detailed the important elements was created. It touched on the target market, Windermere’s mission and style, the budget, and the events that will be introduced.
Activations act as a great way for Windermere to showcase what’s on offer, and the opportunity to have a free family outing is enticing for the target audience.
Community grants strategy
Windermere’s community membership, sponsorship, and grants strategy was laid out. The overarching corporate social responsibility objectives were defined, along with the pillars that encompassed community and social care, education, culture, and business and environmental sustainability.
Competitor analysis
Property Republic conducted a competitor analysis for Windermere, including a review of market conditions, sales rates, and enquiry. In the end, a set of recommendations were presented to help them achieve price growth while maintaining the ideal sales rate of 70 per month.
Sponsorship evaluation
Looking to pursue sponsorship opportunities that enhance the development, Windermere set out to achieve outcomes that include delivering strong engagement opportunities, positively enhancing the Country Garden brand and reputation, and providing commercial opportunities that drive business outcomes.
A checklist was developed as a tool to evaluate the sponsorship proposals.
Local heroes photoshoot coordination
A photoshoot featuring local heroes was organised. This initiative included a brief, proposed timetable, and a strategy to reach out local heroes in the community. The local heroes photoshoot aimed to demonstrate that buying land and building at Windermere means that prospects will be part of an already thriving local community.
Other key roles that Property Republic fulfilled during the whole project launch include the following:
Coordinate creative assets with agency
Develop processes and procedures internally and externally
Copywrite profiles for displays in the Sales Centre
Create content including social posts, EDMs and media releases
Review and provide feedback on design guidelines
Liaison with external suppliers
It was important that all of these tasks were delivered with cohesion and accuracy to ensure a seamless, smooth sailing process that led up to the project launch.
The Results
Judi Carr’s expertise and experience at handling project launches meant she had the initiative required to ensure the success of the Windermere project launch, without extensive direction. This helped to free up the Country Garden team’s time, so they could focus on their own jobs and tasks.
The highlight of the work was helping Windermere sell out its first two stages.