Meriton, Mirvac and Crown Resorts use Three Off-Plan Sales Techniques in 2021
The reliance on property technology boomed in a big way last year as border closures, social distancing measures and the restriction of in-person sales galleries forced sales teams to adjust to life online.
By adjusting sales strategies to sell remotely and satisfy buyer demand, sales were able to continue and projects continued to come to market in a smooth and uninterrupted way.
The silver lining for many projects is the adoption of new technology has been so successful, it’s become the norm, with three technology trends in particular necessary sales tools for attracting customers and closing leads in 2021.
Interactive 3D Modelling
Eminence is Meriton’s most recent Sydney residential project, attracting a diverse range of first-home buyers, couples and overseas investors who are discerning and well-informed.
Launched during the pandemic, a multi-layered marketing approach was adopted to educate and immerse local and overseas buyers in the amenities and quality of the 254-apartment project.
Stylised interactive 3D interiors were key to showcasing the diverse range of floorplans, bringing finishes to life and giving buyers the chance to explore their new home in extreme detail.
During the project’s weekend launch in May last year, 80 apartments sold with prices starting from $775,000 for a one-bedder with no parking and increasing to $1.6million for a three-bedroom unit.
“In an environment where most people have been working from home, we have seen an increase in buyer activity for layouts that offer extra study/office space,” a Meriton sales spokesperson said.
“One bedroom plus study apartments have been the most popular so far.’’
DisplaySweet co-founder and co-CEO John Paige says the introduction of interactive 3D modelling showcased a project in ways that had never been done before.
The use of interactive and cutting-edge 3D virtual models has been increasingly popular as it allows real estate agents and sales consultants to present buildings in 360 degrees 3D, exploring buildings, exteriors, and floor plans.
“Interactive 3D modelling brings a project to life. Not everyone is familiar with floor plans and understands spatial awareness. 3D leads to a more engaging experience and one that helps the buyer understand space and layout much better compared to paper floor plans,” Mr Paige says.
“Buyers come away feeling inspired and assured about the quality and features of the project.”
Interactive masterplans
Unprecedented demand for house and land packages has resulted in families flocking to Mirvac’s popular Donnybrook estate, Olivine, 45-minutes north of Melbourne.
The opening of a new adventure playground, cafe and the Hume Anglican school has proved major drawcards, with a 49 per cent increase in first homebuyer inquiries during 2020.
Mirvac’s head of residential Stuart Penklis said the Victorian government’s HomeBuilder Grant, and the Big Housing Build stimulus package had fuelled demand since April 2020.
Mirvac’s emphasis on experience has underpinned the sales success since the project launched in 2017, with an enticing Land Sales & Experience Gallery providing buyers with the opportunity to interact, navigate and explore the estate in a tactile and interactive way.
Buyers have seen firsthand the connectivity, community and convenience of their new homes, exploring neighbourhood parks, active open spaces and future stage releases.
Mr Paige says all aspects of a new estate can be brought to life via an interactive masterplan, controlled by a touchscreen and updated as each stage and element of the site is released.
“Buyers will naturally want to touch and feel what’s on offer, they’ll wander through a display, inspecting kitchens, bathrooms, finishes, fixtures and colour palettes but key to the decision process is where their new home fits into its surroundings,” Mr Paige says.
“Where is their street located in the estate, what amenities, schools, parks, shops and transport are accessible and how the project is connected within the broader community are all critical to assuring a buyer of their purchasing decision.”
Remote presentations
In an age of social distancing and travel restrictions, the ability to sell property interstate and overseas has never been more critical.
The use of remote presentations, using DisplaySweet’s OpenPlans platform became a non-negotiable and must-have sales tool on many projects in 2020 and remains relevant this year.
Features such as the ability to reserve property online and close sales remotely have been vital for off-plan transactions.
All sales and marketing content can be integrated into the platform, including 3D modelling, just as it would in a physical display gallery.
The luxurious Crown Residences at One Barangaroo on the Sydney Harbour foreshore was an early adopter of digital technology to assist the sales strategy and OpenPlans became a necessity to communicate with overseas buyers as travel restrictions were introduced.
While the majority of buyers originate from Sydney, OpenPlans has made transacting with genuine buyers based in the UK and US possible.
More than $650 million worth of apartments have sold, including four residences valued at more than $40 million each and 12 apartments worth more than $20 million each.
“Sales teams are under pressure to keep functioning in a time when a physical sales gallery may not be a desired or even feasible option,” Mr Paige says.
“The ability to sell everywhere and to everyone by using a platform that is multilingual and can handle unlimited users has proved invaluable. By ensuring OpenPlans was web-enabled, sales teams can confidently present their project online using their preferred video conference software. OpenPlans has been critical to many of our clients' success through this unprecedented period. The long-term benefit is that we’ve now experienced there are better ways, for both the buyer and sales consultant, to do certain elements of the sales process online, that is here to stay.”
