Off the plan. On the money.
Property focus. As the market accelerates, so do the expectations of a buyer, & both developers and marketers need to step up in response.
Author: Lara Allport (TNG) & Emma Heath (Words by Nuance)
In recent years, property has become one of Australia’s most dynamic sectors – not to mention a major contributor to our economy. With the number of people living in Australia expected to keep rising (the latest stats suggest we’ll hit 38 million by 2050) the steep demand for housing comes as no surprise.
Of course, this represents a major opportunity for property developers, who are leaping to make the most of the boom. With many buyers seeking convenience and affordability, demand for apartments is especially strong – and there’s currently a high percentage of owner-occupiers within the off-the-plan purchasers group.
While this ravenous appetite for apartment-ownership is good news for property developers, it does present a challenge: namely, how to position and market their project, when there are so many others clamouring for attention? For those marketing off-the-plan properties, this is particularly tough, as the apartments in question may still be a long way off completion.
In the past, a handful of CGIs on an A4 brochure may have been enough to sell a property – but these days, increasingly astute consumers are asking for more. In addition to the bricks and mortar specifications of a prospective property, they want to know about its design credentials, and the experience it will deliver. Rather than perceiving design as an aesthetic concern, people are now seeing it as a major value-add. Great architecture is of course an influencing factor, but even things like the styling of interiors and the layout of a website can have serious sway.
As the market accelerates, so do the expectations of a buyer, and both developers and marketers need to step up in response. This will only result in a better end product for the people who have been asking for it – and as lovers of all things great design, we say bring it on! Can we help you? Watch our reel to get the feel.
Written by Lara Allport, Director of TNG (with much gratitude for assistance from Emma Heath – Words by Nuance). Illustration by Lara Allport, commissioned by Frasers Property for Central Park, Chippendale.