Rare’s Place Marketing strategy for new Norwest precinct results in price record for commercial suites & $80m in residential sales at launch.
Infinity Park is an integrated precinct in the heart of Norwest, overlooking Castle Hill Country Club. Three residential buildings including a sculptural 23 storey tower and two boutique heritage inspired low rise sit adjacent to a 4700sqm commercial innovation hub, enveloped by nature and a sophisticated resort style leisure offering.
The Infinity Park precinct was without doubt a show stopper. However, given it was the developer’s maiden project, a critical component of the strategy was leveraging from the collective team’s depth of experience to instill confidence in prospective purchasers.
Understanding the local market.
In our early workshops with the project team, a consensus was reached that the majority of buyers both for the residential apartments and commercial suites would be local with a fairly even spread of owner occupiers and investors. It was also determined the depth of the local downsizer market warranted a strong, focused campaign which talked directly to their needs and desires.
Confidence inspiring marketing.
Rare worked with the project team to develop a suite of collateral, including a series of interviews with the architects, engineers and leading property experts to help build confidence in purchasing off the plan. FAQ’s, detailed inclusions material and a strategic buyer journey plan rounded out what was a very considered campaign, complemented by an immersive display and place story and inspiring take home collateral.