FACE OF PROPERTY
Billy & Co provides a useful insight into this evolving industry
With the surge of new off-the-plan property hitting the market, we're seeing the highest volumes of available apartments in a generation. As a result, and with increased competitiveness, we're now seeing a shift in how property developments are being marketed. Here at Assembly, we're staying at the forefront of change.
No longer can developers rest on architecture and building design to sell their projects. Sure, every now and again a property will essentially 'sell itself' – for example, a rare opportunity in an A-grade location.
However, more and more developers are recognizing that carefully conceived creative is a must-have. Billy & Co, a boutique development in Burnley Street, Richmond, is a perfect example of this new approach.
Key to this campaign was engaging buyers through a real social 'hook'. Inspired by pioneering Richmond land owner William ‘Billy’ Burnley, the brand and accompanying creative was all about being surrounded by good company: new friends, old friends, old factories, the newest shops and your regular Richmond cafés.
"Embracing Assembly’s vision paid great dividends for us. Enquiry and sales performance was well above market average, which doesn't come easy. Demand soon outstripped supply, and with retail sales exhausted, we were able to commence construction far sooner than anticipated. A real bonus.”
One of our most innovative campaigns yet, Billy & Co. really captured the essence of what living in this part of town would be like for the target market.
A clear standout in the apartment marketing industry, the Billy and Co. brand and sales campaign was a great success. In a highly competitive market, it takes great ideas and clever creative to ‘cut through the clutter’. Billy & Co. represents this changing face of property marketing, a change that Assembly is embracing with vigour.
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